As Minister for Industry and Tourism of the Government of Spain, it is a true honour to welcome a new publication which, with an unwavering commitment to democratic values, is set to become a leading forum for reflection on the present and future of the tourism industry.
At Sinergia Skål,, created with the aim of connecting people, ideas and opportunities, reflects a tourism sector undergoing profound transformation at every level: human, business, environmental and technological.
Bringing tourism fully into the 21st century requires the active participation of all stakeholders in the sector: the essential initiative of the private sector, the determined commitment of public administrations and the active involvement of citizens. Together, we share an unavoidable responsibility: to manage tourism in a way that ensures its benefits are shared throughout society.
Many of the challenges facing tourism are global, but their impact—especially in coastal areas such as Málaga and the Costa del Sol—is largely local. Reconciling tourism growth with the fight against climate change, ensuring a harmonious relationship between residents and visitors, easing the pressure on established destinations and addressing the rising cost of essential goods such as housing are challenges that concern us all.
It is within this shared commitment that publications such as At Sinergia Skål, have an important role to play, providing society as a whole—businesses, citizens, workers and public representatives—with expert knowledge and fostering honest, valuable and constructive dialogue on the complex and ever-changing reality of tourism, one of the great industries of the 21st century in advanced economies.
I don't want to finish without first wishing At Sinergia Skål, I would like to conclude by wishing Sinergia Skål a long and successful future. Reflecting on tourism is one of the best ways to improve it. Best of luck, and congratulations on this initiative.
Jordi Hereu
Minister for Industry and Tourism
Government of Spain
