Does it mean that the tourism industry is almost back to normal after the 2022 pandemic years?
No, enough demand for many of our businesses to reopen but rebounded by mid-spring. It is true that we collected pre-pandemic data in the summer, but not enough to classify 2022 as normal. Now, a potential client’s inflation, rising interest rates, etc. We are facing a difficult winter in which he became very impoverished because of
What challenges does the tourism sector face in the short and medium term?
We must take on the challenge of retaining and attracting talent. We find ourselves with a new generation that does not “flicker” to the same tune as previous generations. Perhaps from viewpoints that are impossible to satisfy by any industry, because the problem is transverse. In our case, we must make as much progress as possible in improving the conditions of our employees. Robotics and other technological advances can represent a qualitative leap in companies running their business and make their work more convenient and easier. I hope to see more international Valencia tourism companies in the short term. Among us we have leading companies with great know-how and structures, with enough capacity to conquer markets beyond our borders. Our model is successful and perfectly exportable to other destinations where foreign investment is preferred.
Is the Valencian Community a tourist destination that offers products for every taste?
We have a wide range of products, all of which place great emphasis on quality, but lack the infrastructure and tools to develop others that may be of great interest to us. Marine tourism, congresses, sports, MICE etc. We still have a long way to go on matters. If we do not have good train connections, this is difficult to achieve, if we do not have conference centers, the ministry leaves our ports. With these vehicles, we could compete with destinations such as the Balearic Islands, Catalonia and Costa del Sol on better terms.
As a hotelier who has been rooted in Benidorm since his family opened the first hotels, how about those who criticize mass tourism?
I wish you EuroMillions with all my heart because exclusivity is the greatest of luxuries and therefore within reach of very few. Any place today that has something to teach, something to offer will likely attract a lot of tourists. More than anything else, we all want to travel, see other places, and have new experiences. Cities face a major challenge in their urban development to “regulate” the tourism phenomenon. Benidorm has solved this problem with its brilliant PGOU since 1956. Our city is preparing to host many more tourists with its people, environment, theme and life, which are the basis of our success.
Do sun and beach have a future or do they need to be complemented by other offerings?
Fashion and tradition come and go, but our nature does not change. As long as human beings enjoy socializing, the caress of the sea, lying in a hammock with the sounds of seagulls in the background, laughing with a good wine, beer or soft drink, as long as we continue to be human, we will continue to consume the sun and the beach. The complementary offer is the basis for competing on better terms with other destinations that have good beaches and good weather and are available in large numbers. Our wonderful natural resources alone are not enough. We must offer more and better.
Sometimes it is criticized that the economic profile of the tourist in Costa Blanca is medium-low, what do you think?
It is criticized by those who do not have a high profile. Every day, in many of our partners’ organizations, I see clients that others want. But to reach them, you need to invest, deliver the product they demand, and provide a consistent service. The service part is essential, the lack of preparation and talent in the labor market is worrying and we need to think about it. We know how to do the easy thing, we can invest large sums of money in our businesses by constantly improving and repositioning our products, but we don’t get a return on the investment in Marketing and sales. We continue to focus on costs, which is fine but we fail in sales. Today, we cannot afford to have our sales strategy perfectly designed and budgeted for the coming months.
Does the development of new destinations such as Turkey and Tunisia pose a threat to the future?
Yes, we may have underestimated them in the past but the truth is they have great products and great hotel facilities. They can also offer it at a very competitive price. Today, I still think that our destinations and facilities offer much more, but we cannot give up because there are serious contenders for the championship.
Finally, do you see the city councils that enforce the tourist tax get approved by Consell?
It doesn’t seem like it, except maybe in a particular municipality. It has all the hallmarks of a massive failure. It’s no cause for rejoicing because when collection is too embarrassing, there will be temptations to remove the regional “bonus” of the tax. This can be a big problem. We took a lot of risk in the May elections and the PSPV’s kidnapping by Compromís could be repeated. We have seen before what happens in the tyranny of minorities, especially when someone suffers from “Stockholm syndrome.”