Does it mean the tourism industry has nearly returned to pre-pandemic normal after the difficult years of 2022?
Not quite. Demand has recovered enough for many businesses to reopen, but the rebound was already underway by spring. While summer data reached levels similar to pre-pandemic times, 2022 cannot be considered normal. Today, a potential client faces inflation, higher interest rates, and other pressures, making the upcoming winter financially challenging for many in the sector.
What challenges does the tourism sector face in the short and medium term?
The industry must address the challenge of attracting and retaining talent. A new generation often seeks different conditions than previous cohorts, and meeting those expectations is essential across the board. Technological advances, including robotics, can drive a qualitative leap by streamlining operations and easing daily tasks. There is hope that more international Valencia tourism companies will emerge in the near term. Within the region, leading firms already possess substantial know-how and capacity to expand beyond local markets. The current model is strong and exportable to other destinations where foreign investment is welcomed.
Is the Valencian Community a tourist destination that offers products for every taste?
The region features a broad portfolio focused on quality, yet there is a need for better infrastructure and tools to develop additional offerings that could capture further interest. Marine tourism, conferences, sports, and MICE sectors stand out, but progress is still needed. Limited train connections and a shortage of conference centers hamper growth, and port facilities require support from national agencies to stay competitive with rivals like the Balearic Islands, Catalonia, and the Costa del Sol.
As a hotelier rooted in Benidorm since his family opened the first hotels, what about critics of mass tourism?
Generosity in travel is a universal wish. Exclusivity remains a luxury few can claim, yet every destination has something to teach and offer. People simply want to travel, explore new places, and create memories. Cities must navigate urban development to manage tourism responsibly. Benidorm has long addressed this through thoughtful planning, and today the city stands ready to welcome more visitors with a vibrant community, environment, and life that form the foundation of its appeal.
Do sun and beach experiences have a future, or should they be complemented by other offerings?
Fashion and tradition may ebb and flow, but nature stays constant. People will always seek the pleasures of sun, sea, and a relaxing moment with good food and drink. A compelling complementary mix is essential to compete with other beach destinations that enjoy favorable weather and abundant coastlines. Natural beauty alone is not enough; a richer mix of experiences is necessary.
Sometimes there are criticisms that the Costa Blanca’s tourism profile is mid to low in income. What is the view on this?
Critiques often come from those with a higher profile elsewhere. In many partner organizations, there are clients who could be more sought after, but success requires investment, meeting demand, and delivering consistent service. Service quality is vital, and concerns about workforce preparation and talent remain, demanding attention. The industry recognizes the need to balance cost control with a strong sales and marketing strategy, rather than relying solely on immediate cost cuts.
Does the development of new destinations such as Turkey and Tunisia pose a threat to the future?
There is no denying the appeal of these new destinations; they offer strong products and competitive pricing. While our own destinations and facilities continue to offer substantial advantages, it is important not to underestimate capable competitors that could challenge market share.
Finally, are city councils that enforce tourist taxes likely to gain approval from the regional government?
The consensus appears doubtful, with potential exceptions in some municipalities. Heavy collection pressures risk eroding support for regional tax bonuses, creating a precarious balance. Experience has shown how minority governance can present challenges, underscoring the need for careful, pragmatic policy.