Carlos Calero (Vincci Hotels): At FITUR 2027 we hope to continue to strengthen strategic relationships

How important is the tourism industry in Spain?

Tourism is one of Spain's major economic and social drivers, not only for its contribution to GDP and employment, but also for its capacity to boost sectors such as gastronomy, trade, transport, culture and technology. Spain has been able to consolidate its position as a leading international destination thanks to the quality and diversity of its offer, its capacity to adapt and its constant evolution towards more sustainable, experiential and excellent models. The current challenge is no longer just to continue growing, but to do so in a balanced and responsible way, generating real value for destinations, for those who live there and for those who visit them.

What are the keys of the industry today?

Today, the future of tourism lies in several key areas. Technology and digitalisation will be key to gaining efficiency and moving towards an increasingly personalised experience, especially with the development of artificial intelligence and data analytics. Sustainability, meanwhile, is no longer a trend but a strategic responsibility, with environmental, social and economic impact. Talent management will also be essential, because in an experience-based industry, the human factor remains the great differentiator.

All of this must be accompanied by a clear commitment to quality tourism that is more authentic, innovative and balanced, capable of generating value for the traveller, for the industry and for the local environment.

What challenges is the hotel segment facing in 2026?

The industry must continue to evolve towards more sustainable, responsible and balanced models, capable of generating greater added value, fostering deseasonalisation and making a positive contribution to the destinations in which it operates.

Generally speaking, where does the future of tourism lie?

We believe that the future of tourism lies in finding a real balance between growth, sustainability and innovation. Today's traveller is looking for more authentic, personalised and responsible experiences, which requires the industry to constantly evolve and make a firm commitment to quality. Spain is in a privileged position to lead this change, but it will be essential to continue making progress in training, technology, excellence and public-private collaboration in order to consolidate a more competitive and balanced tourism model with the capacity to generate long-term value.

We operate in the 4- and 5-star hotel segment, with a portfolio of 41 hotels located in Spain, Portugal, Tunisia and Greece. A presence that combines urban and holiday hotels, and that allows us to accompany different traveller profiles: from those who seek to discover a city through its culture, its gastronomy or its local rhythm, to those who wish to disconnect, pamper themselves and enjoy a more leisurely and exclusive experience.

At Vincci Hoteles we understand hospitality as a way of looking at each destination in its own particular way. We do not conceive our hotels as replicable spaces, but as projects with their own identity, designed to dialogue with the place where they are located and offer a unique experience with each stay. Design, quality, service and attention to detail are constants of the brand, but always interpreted from the personality of each hotel.

This vision allows us to further strengthen our positioning in the premium and contemporary luxury segment, where travellers are no longer just looking for comfort, but for experiences with intention: exclusivity without artifice, real personalisation, wellness, authenticity and a more emotional connection with the destination.

What other characteristics do your customers have?

Our customers are increasingly demanding and sensitive to the value of details. They value excellence, but they also value what makes a stay memorable: a warm welcome, a space with character, a culinary proposal linked to the environment, a personalised service or an experience that activates the senses. For this reason, at Vincci we work with a sensorial and intimate hospitality, capable of transforming each stay into a unique experience, coherent with the destination and with our way of understanding travel.

In 2026 our strategy will be focused on strengthening innovation and customer experience, with projects aimed at optimising processes, improving personalisation of the experience and strengthening our value proposition. We will continue to invest in technology applied to customer knowledge, operational efficiency and tools that allow us to offer experiences that are increasingly adapted to the expectations of today's traveller. Similarly, we will continue to develop sustainable initiatives that contribute to minimising environmental impact and generate a more responsible tourism model.

How did your participation in the last edition of FITUR contribute to the development of your company and what are your expectations for FITUR 2027?

FITUR continues to be a strategic meeting point for the tourism industry, an essential space for generating relationships, identifying trends and opening up new business opportunities. Our participation in the last edition was very positive, allowing us to strengthen alliances, promote new projects and share knowledge with key industry players. It was also particularly significant, both for its relational and commercial value and for the recognition it received with the Best Stand Award in the Company category, awarded by IFEMA MADRID. Under the concept "What You Don't See", we wanted to pay tribute to the work behind every hotel experience and the essential role of our teams. This recognition reinforces our commitment to hospitality based on excellence, creativity and the value of people.

Looking ahead to FITUR 2027, we hope to continue strengthening strategic relationships, sharing our vision of the evolution of tourism and continuing to promote projects that add value to the industry.