José Luis Álvarez (Hostelería de España): FITUR will be highlighting the hospitality industry as a driving force behind tourism
“FITUR is a strategic showcase because it enables us to highlight the role played by the hospitality industry as one of the main drivers of tourism and the Spanish economy,” says José Luis Álvarez Almeida, President of Hostelería de España. Looking ahead to the next edition of the trade fair in January 2027, the executive notes that “our aim is to continue helping the hospitality industry strengthen its ability to adapt to new consumer habits, capitalise on the opportunities offered by technology and move towards business models that are increasingly efficient, responsible and equipped to meet the challenges of the future”.
What are the figures for the hospitality industry in Spain?
The hospitality industry comprises more than 300,000 establishments and provides employment for 1.87 million people, with the number of people in employment exceeding 2 million during peak periods. Its turnover stands at 166,211 million euros and its contribution to national GDP accounts for 6.7% in terms of value added. Within the industry, the catering sector accounts for the largest share – around 86% – with 1.46 million workers and a turnover of nearly 116,200 million euros, representing a 4.7% contribution to Spain’s GDP.
Our hospitality industry is a world leader, not only because of these figures, but also because of a distinctive feature that sets it apart from the hospitality model anywhere else in the world, and indeed from any other industry of the national economy. Our bars, restaurants, cafés and entertainment venues are part of our culture and our national identity. They help to promote the Spain Brand and contribute to the fabric of neighbourhoods, towns and cities, whilst our street cafés keep the streets alive.
What model is our hospitality industry moving towards now?
The hospitality industry is moving towards an increasingly experience-based model, in which customers are looking for unique, personalised products linked to leisure, gastronomy and authentic experiences. Trends such as tardeo (socialising, eating and drinking in the early to late afternoon instead of at night) and the search for unique experiences are gaining prominence.
Digitalisation is also transforming the industry. The use of artificial intelligence, data analysis and automation tools makes it possible to improve management, optimise costs and offer an experience that is better tailored to consumer expectations.
Furthermore, sustainability and professionalisation are becoming established as strategic priorities. Businesses are moving towards more responsible and efficient models, whilst training and developing staff skills will be key to maintaining competitiveness and service quality.
What challenges lie ahead?
The hospitality industry faces significant challenges such as the tax burden, regulatory pressures, a sharp rise in temporary sick leave and a lack of succession planning, compounded by rising production costs.
In any case, this is an industry with a bright future that continues to grow, maintaining a clear commitment to innovation and digitalisation as key tools for improving the efficiency of processes – whether in management and planning, customer relations or enhancing the overall experience – to meet the expectations of an increasingly well-informed and discerning customer, who has also become more rational in their spending.
The professionalisation and upskilling of workers in the industry, together with the diversification of business models and products, are establishing themselves as strategic factors in strengthening the competitiveness of the hospitality industry and its ability to adapt to market challenges and an increasingly changing and demanding environment.
What do digitalisation and sustainability mean for the hospitality industry?
Digitalisation and sustainability are two of the key drivers of transformation in the hospitality industry. They help us to be more efficient, improve customer experience and strengthen businesses’ competitiveness in an increasingly demanding environment.
In the field of digitalisation, we are working alongside SEGITTUR on the Digital Activation Plan for the HORECA tourism industry, an initiative designed to help businesses adopt technological tools that improve management, profitability and customer relations.
In terms of sustainability, the industry is working continuously to make progress across its three pillars: social, economic and environmental. At Hostelería de España, we have launched the Hospitality Sustainability and Circular Economy Cluster, which promotes projects and tools to help establishments advance in energy efficiency, the circular economy and adaptation to climate change. Our aim is to make the hospitality industry increasingly sustainable, competitive and well-equipped to meet the challenges of the future.
How do you rate Hostelería de España’s participation at FITUR, and what are your expectations for the next edition of the trade fair in January 2027?
FITUR is a strategic showcase for Spain’s hospitality industry because it enables us to highlight the role played by the hospitality industry as one of the main drivers of tourism and the Spanish economy. It is a key forum for sharing knowledge, fostering partnerships and communicating to businesses and institutions the main challenges and opportunities facing the industry, particularly in areas such as sustainability, digitalisation and talent management.
Looking ahead to FITUR 2027, we hope it will continue to establish itself as the leading international forum for sharing solutions and innovations aimed at making tourism more competitive and sustainable. Our aim is to continue helping the hospitality industry strengthen its ability to adapt to new consumer habits, capitalise on the opportunities offered by technology, and move towards business models that are increasingly efficient, responsible and equipped to meet the challenges of the future.