Alsa expands its recruitment to international markets to sustain a large-scale road passenger network
Alsa, a long-established leader in Spain’s road passenger transport sector, has faced a persistent shortage of qualified drivers. To fill gaps in Spain, the company has recruited drivers from Latin America and Morocco, a strategy highlighted by the company’s president during a conference in Barcelona on active employment policies linked to the European skills initiative. The event took place in the context of Spain’s rotating EU presidency and aimed to spotlight workforce development across Europe.
Leading a century-old group that serves hundreds of millions of passengers each year, Alsa operates thousands of vehicles and employs tens of thousands of people. The firm emphasizes that drivers are the face of its brand, since many customers never visit offices and the driver interacts with travelers daily. The leadership points to several differentiators: comprehensive safety training, a strong commitment to sustainability, and a friendly service culture that underpins customer trust and safety in travel.
Despite its scale, Alsa is not immune to the broader challenge facing the road transport sector. Industry data indicate there are over a million bus and coach drivers across Europe, with about 10 percent vacancies. The leadership notes a growing demand that is expected to double within five years, driven by retirement of a large portion of the current workforce. A significant share of drivers are over 55, while only a small fraction are under 25, underscoring the struggle to attract younger and more diverse talent. The company calls attention to gaps in licensing and safety training, as well as the difficulty of attracting women and younger workers. To address these issues, Alsa has sought public support for training initiatives and has launched recruitment campaigns across Spain and into Latin American countries, where language and cultural familiarity can ease onboarding. In some cases, challenges such as vehicle availability have limited opportunities to homologate credentials and fill vacancies. The group has also collaborated with state programs to recruit drivers from Morocco, recognizing its ongoing operations there and the existence of local selection processes. The experience of expanding into Lisbon once required sourcing drivers from Cape Verde, illustrating the global nature of the driver shortage faced by Alsa and the industry at large.
During a broader discussion with industry leaders, the topic of talent competition emerged prominently. María Jesús Almazor, chief executive of Telefónica Tech, and Klemens Haselsteiner, chief executive of Strabag, described how ICT and construction sectors alike are vying for a scarce pool of digital skills. The event was opened by the European Employment Commissioner, who noted notable progress in Spain’s labor market despite ongoing unemployment concerns. The acting minister of labor announced a legislative plan to grant on-the-job training a formal right for citizens, signaling a move toward deeper investment in workforce development. The remarks emphasized that joblessness remains a serious issue affecting youth and adults alike, and that proactive training policies are essential for building a resilient regional economy. [citation attribution]