POINT

Javier Gómez Navarro
Ex-Minister of Tourism and Chairman, Grupo MBD

Change as a means of staying successful

Based on the attributes that have boosted the success of tourism in Spain in the past, it is time to move forward once again, innovating to improve enterprise profitability, wages, and the country’s global revenue from tourism. The aim of tourism policy must not be to focus on receiving the highest possible number of tourists but on the greatest possible profits and that means maximizing the amount of money spent by each tourist in Spain. We should stop selling isolated services and start offering personal experiences. This means having much more highly qualified professionals at our service.

COUNTERPOINT

Fernando Bayón
Director-General, Escuela de Organización Industrial (EOI)

The new pillars of Spanish market leadership

Spain needs to have a strategic, holistic vision; face uncertainty; and manage chaos. It must develop relationsand transform the traditional customer orientation into a new focus on empathy. It is not only about understanding and accepting the needs of the customer but also anticipating—even creating—these needs and exceeding their expectations when satisfying them, generating loyalty and quality during every moment of contact.

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