Jorge Marichal, a hotel entrepreneur who has led the Spanish Confederation of Hotels and Tourist Accommodations (CEHAT) since 2019, delivered one of the principal interventions during the presentation of the XIX Congress of Spanish Hoteliers. His remarks underscored the federation’s strategic priorities and the current state of the sector in Spain.
What is your assessment of this season?
The overall picture was very favorable. Nationally, the performance of the leading outbound markets remained strong, even as some economies still faced upcoming challenges. In short, the season concluded successfully and the summer registered excellent activity across the country, underscoring the resilience of the hospitality sector despite regional variations.
What will be the main demands at the Hoteliers Congress?
The emphasis for hoteliers centers on ensuring that public institutions recognize the need for coordinated investment. This should extend beyond infrastructure to people and, most importantly, to the new trends that guests increasingly expect. The congress will also address the challenges created by tourism activity and how to manage them, acknowledging that tourism, like any major economic sector, creates disparities with other industries.
One of the growing concerns in the industry is how waves of heat affect tourism. How do you see this?
Heat waves, hail, and fires have always been part of the summer experience. They are unfortunate events that demand targeted responses. Tourism draws real strength from its capacity to rally support in emergencies. For instance, after the fires in Tenerife, authorities provided assistance and relief that allowed many residents to stay. In other scenarios, when volcanoes erupt or toxic clouds emerge, hotels have served as shelters and hubs for people working to manage the disasters. The sector remains committed to playing a constructive role in crisis response.
What should the government do about the Imserso trips?
These travelers deserve access to the program at competitive prices, but it is also true that the profile of customers has evolved over the past two decades. Cultural shifts, changing trends, and diversifying capabilities among older adults require adaptation. Imserso must modernize not only pricing but also program design to reflect current needs. CEHAT maintains ongoing dialogue with the government, though the moment is complex as the program seeks to support both the elderly and the evolving market demands.
There are now direct flights to the USA from both Mallorca and the Canary Islands. Is this market moving?
Indeed, other destinations such as Malaga are joining the route network. The U.S. market remains robust, with a significant segment of upper-middle-income travelers. Spain’s climate and hospitality appeal to this audience, and the country can act as a bridge for broader European travel. The expansion of direct U.S. connections is a positive signal for Spain’s tourism landscape and regional accessibility.
Flight prices continue to rise. Does this affect national tourism in Mallorca, for example?
Connectivity stands as a critical element of the tourist experience. Higher airfares impact demand, especially for island destinations. There is a longstanding debate about ensuring fair access to travel for island residents, including affordable links to the peninsula, and the reverse should also hold true. People on the mainland must have reasonable opportunities to reach island locations without excessive costs, preserving balanced regional tourism flows.
Another frontier in flights is the EU regulation requiring biofuel use in aircraft. Is this an industry concern?
The move toward biofuels and emission reductions is a major topic. Collaboration with public institutions will be essential to lower emissions while safeguarding the industry’s economic health. A clear roadmap is needed to meet environmental goals without disrupting the sector, given that tourism contributes a large share of national GDP. The industry supports a prudent transition that protects jobs and the travel experience.
A European summit will be held in Mallorca in October, bringing together all tourism ministers. What issues need to be influenced at European level?
It is unfortunate that domestic elections have somewhat sidelined the Spanish presidency of the European Union. The time has come to pivot toward the issues that affect hospitality and tourism. Critics often claim hoteliers promote mass tourism, but that view misses the facts: hotel capacity has barely grown in the last twenty years. The core problem lies in the over-tourism of housing, a trend that has surged more than 200 percent over the past decade. Zoning and usage rules have been undermined. The industry seeks regulation that brings fair competition by aligning housing standards with the rules hotels follow, ensuring sustainable growth and responsible tourism management.