The San Bartolomé de Tirajana City Council will be present on June 12th in Madrid at the meeting organized by the Alliance of Sun and Beach Tourism Municipalities (AMT), a key event to analyze the main challenges of the country's most important tourism model: sun and beach tourism. The event will have the institutional support of the State Secretariat for Tourism and will be held at the Meliá Castilla Hotel.
The institutional opening, scheduled for 09:30 a.m., will be led by Adrià Lamelas, Mayor of Lloret de Mar and President of the AMT (Agricultural and Tourism Association); Jorge Marichal, President of CEHAT (Central Tourism Authority); and Luis Martín Izquierdo, Deputy Minister of Culture, Tourism, and Sports of the Community of Madrid. The participation of Maspalomas Costa Canaria and its Mayor Marco Aurelio Pérez in this event demonstrates the municipality's commitment to tourism innovation, sustainability, and leadership among pioneering destinations in Southern Europe.
Next, Javier Creus, founder of Ideas for Change, will offer an inspirational presentation entitled "Sun and Beach, Towards a Bluer, More Conscious, and Unique Tourism." This approach will set the tone for a day that will delve deeply into the transformation of the tourism model toward more sustainable, resilient, and innovative approaches.
One of the key moments will be the debate on the structural challenges of the sun and beach model, focusing specifically on the rehabilitation of tourism and its financing. Participants will include Toni Pérez, Mayor of Benidorm; José Miguel Rodríguez Fraga, Mayor of Adeje; Juan Cierco, President of the CEOE Tourism Council; and Javier Vich, President of the FEHM. The moderator will be Óscar Perelli, Executive Vice President of Exceltur. After a coffee break for networking at 11:00 a.m., the forum resumes with a presentation by Àlex Villeyra, Director of Operations at Mabrian, on the use of tourism data intelligence: "From Data to Decision: Tourism Intelligence for More Competitive and Sustainable Destinations."
The day will continue with a strategic debate on smart destinations. Marco Aurelio Pérez, mayor of San Bartolomé de Tirajana**, will speak, along with Adrià Lamelas and Enrique Martínez, president of SEGITTUR, moderated by Álvaro Carrillo de Albornoz, general director of the Hotel Technology Institute. Another relevant section will focus on the concept of blue tourism. The debate will feature Pere Granados, mayor of Salou; Elisa Monserrat, deputy mayor of Calvià; and Tim Ott, general director of the Sun&Blue conference. The moderator will be Anna Garriga, director of the Climent Guitart Chair at the University of Girona.
Before the final session, Turespaña will offer a retrospective presentation on the positioning of the Spanish tourism brand over the last 40 years (speaker to be confirmed). This will be followed by a debate on public-private collaboration as a driving force for tourism, with Margarita del Cid, Mayor of Torremolinos; Fátima Lemes, Mayor of Arona; and Miguel Villarroya, General Manager of Spring Hotels. It will be moderated by Manuel Molina, Director of Hosteltur.
The institutional closing remarks, at 14:00 p.m., will be led by Rosario Sánchez Grau, Secretary of State for Tourism; Fátima Lemes, Vice President of the AMT; and, once again, Adrià Lamelas. The day will conclude with a cocktail party and networking session, followed by a technical workshop on artificial intelligence applied to tourism, led by Growtur experts Mar Pérez Aranda and Nacho Sotela. Finally, a private meeting of the AMT Sun and Beach member municipalities will take place.
