A few weeks ago, during a shared meal in La Vila, conversations flowed as quickly as the anecdotes. The waiter—a man with oriental features, fluent in Spanish with a near Valencian lilt—stood ready to take orders. Without a notebook or device, he memorized each request, stunning everyone at the table. When the meal was finished, one friend asked if he could recall the exact pile of dishes. The waiter smiled, nodded, and headed to the kitchen. Ten minutes later, the dishes arrived, each one richer than the last. Then he returned with a sly grin and asked, Is everything all right? something feels missing? We answered in unison, Perfect, and he walked away with a graceful, measured turn. It was a moment that lingered. We would have liked to know his name extensively.
That memory brought to mind an article from years past by a Financial Times columnist. The waiters had described themselves as windows through which the soul of a city can be seen. A campaigner for hospitality, Francis Colomer, urged a clearer collective awareness of the profession. Sanity and folly intermingle in people who, perhaps without thinking, diminish the industry as if it were a lesser vocation.
The La Vila anecdote resurfaced as the business sector flagged a shortage of waitstaff, just as hotel management and unions agreed to a 4.5 percent pay rise for the hospitality industry in 2022. The deal arrives on the doorstep of a promising peak season, after months of pressure from rising costs and two stagnant years for many organizations. Thousands of bars and restaurants—from humble spots to award winners—lie still in debt. For many, daily work begins at dawn and ends at dusk, and some establishments struggle to balance costs with staffing needs. That is the reality if they can afford it.
The Costa Blanca stands at the threshold of summer, signaling a gradual recovery in tourism. The health of the sector matters not just for travel, but for the broader economy, including car sales, appliances, and everyday grocery shopping. Saturdays bring more activity, even as prices keep climbing and even snack bags cost more. Yet the desire to travel and enjoy time away remains constant. In this climate of renewed optimism, terraces feel livelier, even on a Tuesday night. The waiter’s role becomes pivotal, a reminder of the human element that drives customer satisfaction. A fair wage and a secure eight-hour contract must be a given, not a distant promise. A satisfied customer starts with a satisfied staff member, and smiling service is fundamental.
The industry faces a tougher horizon: in early June 2022, before the peak tourist months, hotels with a combined capacity of around 100,000 beds were only sixty percent booked. The remaining vacancy was not expected to firm up until a week or two before guests arrived at the Costa Blanca’s door. Uncertainty hangs in the air.
The pandemic-induced crisis pushed tourism losses toward tens of billions of euros in the Costa Blanca, tying a large share of activity to the ropes. In the preceding months, thousands of workers had been placed on temporary layoffs, and a sizable number of businesses closed their doors. Ongoing urban projects, such as Pedestrianization, face the uphill task of proving their worth beyond mere appearances. Real recovery depends on action at all levels, not mere plans.
About a third of the province’s bars, cafes, and restaurants, along with thousands of other venues, have not reopened since the first lockdown in March 2020. Public support has been limited, leaving the industry to navigate a slow, fragile revival. Yet there is a shared belief that June could bring measured, controlled hope. The sector needs skilled labor, and it is clear that the economy in Alicante rests on services. The path forward includes a recognition that people are shaping the future of artificial intelligence—a nod to the broader aspiration to modernize and elevate the profession.
Ultimately, the simple act of pulling a well-poured beer lingers in memory. The way staff treat guests, the warmth at the hotel desk, the friendly tone of a taxi driver, and even the quality of a salad all influence choices. Prices have risen for everyone, and smoothing those increases without sacrificing quality would be unsustainable. A customer will not return to an establishment where the experience was poor. The waitress and waiter’s work stands at the forefront of the tourism landscape, deserving respect and support. A future in the Costa Blanca’s hospitality sector remains bright, provided it stays people-centered and committed to excellence.