Inma de Benito

As an executive summary of this session, we bring together the key economic factors, cost pressures, immediate trends, and the impact of source markets, drawing practical conclusions to adjust business models and make better decisions today.

We are experiencing an economic and global shift that directly impacts margins, costs, and daily business decisions in the HORECA sector. This session provides context, criteria, and clarity to understand what is changing and why.

A conversation about the new tourism landscape, addressing the evolution of destinations, connectivity, emerging consumption habits, and the role of the different actors in the value chain within a context of global transformation. In a country approaching 100 million visitors, understanding who comes and how they consume is key to designing more profitable, coherent, and sustainable HORECA models in each destination.

Debate with representatives from various European associations on their role in today’s market, exploring in greater depth the topics addressed in the previous panels and sessions within the current economic and regulatory context.