Nearly 300 business owners and executives gathered in Benidorm to analyse the challenges and opportunities shaping the future of the tourism sector. The conference highlighted the need for more innovative, sustainable and person-centred public-private management to strengthen the competitiveness of destinations. Key debates focussed on new accommodation models, intermediation, technology and governance, with an interactive poll revealing that 93 per cent of attendees believe tourism will perform the same or better than in 2025.
The 13th Benidorm Tourism Conference, held at the Hotel Meliá Villaitana under the slogan #eresturismo, was organised by AVE, AEFA, APD, Cámara Alicante, CEV, EDEM and HOSBEC. Throughout the event, speakers agreed that innovation across technology, business models and human resources is essential to maintaining competitiveness and reshaping the relationship with travellers.
The conference was opened by Vicente Boluda, president of the Asociación Valenciana de Empresarios, who defended tourism as a driving economic force for the Comunitat Valenciana and Spain. He stressed that success depends on managing destinations more effectively and providing higher value rather than simply attracting more visitors.
The first session explored changes in tourism intermediation and marketing, featuring Eva Blasco, chief executive of Europa Travel and vice-president of international relations at CEAV, alongside Àgnes Noguera, chief executive of Libertas 7. Noguera identified seasonal adjustment amid global warming and sustainable products for European clients as major mid-term challenges. Blasco emphasised that despite increasing digitalisation, trust and advisory services remain key differentiators for travel agencies collaborating with destinations.
Offering a strategic perspective, Óscar Perelli, vice-president of Exceltur, advocated for quality over indiscriminate growth, market diversification and improved infrastructure. He noted that tourism contributes 29,622 million euro to the economy of the Comunitat Valenciana and provides employment for 384,171 people, emphasizing the need for policies that balance tourism with the quality of life of local residents.
New accommodation models such as coliving, senior living and flex living were also debated in a session moderated by Raúl Martín, chief executive of Familia Martínez. Panellists included Javier Fur, chief executive of Grupo Marjal, Borja Tomás, real estate director of Grupo Nealis, and Nicolás López, founder and chief executive of The Residential Club. Fur highlighted the importance of flexibility, while López explained that flex living accommodates professional mobility by combining privacy and community. Tomás noted that the Comunitat Valenciana is well-positioned to lead this segment, given an average visitor stay of close to ten days.
The event also addressed innovation in major corporations. In a discussion moderated by Javier García, vice-president of Magic Hotel Group, Rosana Morillo, vice-president of government affairs at MSC Grupo, called for public-private cooperation to ensure social and environmental sustainability.
Technological innovation was analysed by Javier Delgado, co-managing partner and chief executive EMEA of Mirai, Daniel Just, chief executive of Cerium Tecnologías, and Beatriz Heras, head of digital transformation, operations and technology at the Instituto Tecnológico Hotelero. They agreed that digitalisation is a strategic driver that enhances the human dimension of hospitality rather than replacing it.
The closing presentation was delivered by Juan Carlos Sanjuán, chief executive and founder of Casual Hoteles, who discussed his corporate philosophy based on creativity, fair pay and respect for staff, stating that the future challenge lies in managing the transition of people into new roles rather than artificial intelligence.
An interactive survey conducted during the conference showed that 67 per cent of attendees believe society recognizes the importance of tourism. Training, talent retention, technology and digitalisation were voted as the primary challenges facing the sector, while business owners urged public administrations to prioritise the reduction of bureaucracy. The event was presented by journalist and communication consultant Maribel Vilaplana from BenComunicat.
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