As of 25 June 2024, he serves as Minister of Security in the Basque Government led by Imanol Pradales.

In 1999 he returned to EITB as director of ETB, where he remained until 2009, upon being sacked by the new administration formed after the 2009 Basque regional election.

[8] From 2005 to 2007 he was the director of a joint master's degree by EITB and the University of Deusto on Audiovisual, Corporate and Institutional Communication.

He has also taught in master's degrees on Corporate Communication and Management of Innovation and Knowledge by the University of the Basque Country.

After leaving his post at EITB he was the director of G-Quest from November 2009, a Bilbao-based company working on social research, strategic marketing and communication.

[10] In 2016 Lehendakari Iñigo Urkullu named Zupiria Minister of Culture and Language Policy of the Basque Government.