The Spanish tourism sector has not only recovered its pre-pandemic momentum, but is also on track to reach historic levels in investment, profitability, and international positioning. This was the opinion of Víctor Martí, founder and CEO of GMA and ATOM Hoteles Socimi, and Vicente Fenollar, executive chairman of Ávoris and general manager of economics and finance at Grupo Barceló, during the forum organized by Banco Sabadell under the title "Transforming the Future of Tourism: Trends, Challenges, and Opportunities in the Sector." The forum was attended by Raquel Sánchez Jiménez, president and CEO of Paradores de Turismo de España and former Spanish Minister of Transport, Mobility, and Urban Agenda, and Helena Burstedt Regional, vice president of Development at Hyatt Hotels Corporation and president of Women in Hospitality. Fenollar stated that "we believe that this situation" of tourismophobia in the Canary Islands has its origins in vacation homes.
Helena Burstedt, Regional Vice President of Development for Hyatt Hotels, said that "what's driving people to despair and driving them to the streets" in the Canary Islands is the linking of tourism to rising housing prices due to vacation rentals, blaming the hotel sector for an issue that's beyond its control but is damaging to the industry.
Víctor Martí offered an optimistic but nuanced view of the current and future tourism landscape in Spain. In his speech, he emphasized that the Canary Islands and the Balearic Islands are the big winners of the current tourism cycle, thanks to their ability to operate at peak demand during key periods: "The Canary Islands in winter and the Balearic Islands in summer are the undisputed champions," he stated. ATOM Hoteles, the first SOCIMI vehicle specializing in hotel assets, operates with a long-term investment logic. According to Martí, the current success is due to its countercyclical strategy: "We were ahead of the curve in renovating hotels and opening them before anyone else. We receive variable income, and that has allowed us to take full advantage of the recovery."
For 2026, Martí pointed out challenges arising from the global situation: "There are things to solve. Geopolitics is playing an important role, but our sector will continue to bring joy." With more than €1.600 billion raised, GMA and ATOM plan to grow with a "global vocation, without losing sight of Spain," and open the door to internationalizing their model as an alternative to large funds.
Vicente Fenollar, for his part, offered solid data on the Barceló Group's performance in 2024 and 2025, with the Canary Islands even surpassing 2019 levels: "Everything is performing above the last record year, and the recovery has been complete since 2022." Fenollar highlighted the change in consumer habits, with more robust advance sales and dynamic pricing campaigns that are yielding excellent results: "Families are increasingly planning ahead. Our markets are strong, and price management has been greatly refined." "We are asking for regulation and improvement of the tourism phobia issue. The sector generates a lot of employment and wealth, and we should have better regulation."
The Barceló Group maintains a strategic presence in the Canary Islands, and Fenollar confirmed that "we will continue to grow in the islands," consolidating the archipelago's position as a key pillar of the Spanish hotel industry. Moderated by Alejandro Loyo, director of the tourism sector at Banco Sabadell, the debate highlighted the importance of well-directed financial capital to modernize the hotel industry, diversify the offering, and sustain the global competitiveness of mature destinations. Both Fenollar and Martí agreed that sustainability and profitability are perfectly compatible, and that investment in transformation—whether in energy, technology, or product—is the only way to lead the tourism industry of the future.
