The hospitality industry is undergoing continuous transformation, and today, more than ever, innovation plays a crucial role in maintaining competitiveness.
Tourism, which accounts for 14% of Spain’s GDP, remains an economic pillar that requires targeted strategies to tackle emerging global challenges.
During H&T Innovation, Spain’s premier trade fair for the hospitality sector, we had the opportunity to interview José Carlos Escribano, President of the Malaga Chamber of Commerce, to discuss internationalization opportunities, the role of sustainability, and the importance of human capital in attracting and retaining tourists.
MODERNIZATION AND INNOVATION FOR A GROWING INDUSTRY
José, what is the current state of the hospitality sector in Spain, and more specifically, in Malaga?
Tourism is a fundamental economic driver for Spain, generating around 14% of national income. To maintain our global leadership position, we must invest in innovation and modernization across the entire sector, from hotels to restaurants. Events like H&T play a key role in encouraging continuous improvement and fostering the adoption on new technologies. As a Chamber of Commerce, one of our primary missions is to support local businesses in their growth and international expansion.
INTERNATIONALIZATION AS A DEVELOPMENT OPPORTUNITY
How does the Malaga Chamber of Commerce assist companies in expanding into international markets?
We provide in-depth market research to identify the most promising destinations for expansion and offer specialized training on regulatory and legal aspects to help businesses navigate foreign markets. Additionally, in Malaga and across Andalusia, we place strong emphasis on innovation and sustainability, two essential factors for international success.
THE HUMAN FACTOR: THE TRUE ADDED VALUE OF SPANISHHOSPITALITY
In your opinion, what are the main strengths of Spain’s hospitality sector?
Undoubtedly, our greatest asset is the human factor.
Spain is renowned for its warmth and hospitality, elements that truly make a difference in the tourism experience and encourage repeat visitors.
Travelers do not choose a destination solely for its infrastructure or services; they seek an authentic and welcoming experience, and Spaniards excel at providing exactly that.
NEW MARKETS AND STRATEGIES FOR THE FUTURE
Which countries are the main sources of tourists visiting Spain?
Traditionally, Germany and the United Kingdom have been our largest markets. However, in recent years, we have seen a significant increase in visitors from the United States and Nordic countries, along with growing interest from the Middle East.
This evolution highlights the changing landscape of Spanish tourism and underscores the need to adapt hospitality strategies to meet the expectations of new international travelers.
An Evolving Industry with Challenges and Opportunities The Spanish hospitality industry remains a dynamic sector, ready to face global challenges through innovation, sustainability, and internationalization.
In this ever-changing landscape, hospitality and human connection continue to be key differentiators in attracting tourists from around the world.
Modernization is the pathway to the future, but the heart of Spanish tourism remains its authenticity and warmth-a timeless competitive advantage.
