Sinergia is not just an excellent name for a magazine; it is also the way tourism needs to work as it looks to the future. That is why I welcome the launch of Sinergia Skål, conceived as a space to connect knowledge, experience and talent among all those who make tourism possible every day. At Sinergia Skål,, conceived as a space to connect knowledge, experience and talent among those who make this activity possible every day.
Andalusia faces the responsibility of managing its tourism success effectively. Our challenge is no longer simply to grow, but to grow better: generating greater value, spreading opportunities throughout the region and ensuring that tourism translates into well-being for residents, competitiveness for businesses and quality experiences for our visitors.
To achieve this, we need to strengthen cooperation between public administrations. The Andalusian Regional Government, provincial councils, city councils and other institutions must share assessments, priorities and objectives, while respecting each other's responsibilities and avoiding duplication, contradictory messages and isolated actions. Visitors do not understand administrative boundaries; they see a single destination and expect a cohesive experience.
This cooperation between public administrations also provides the foundation for building truly effective public-private partnerships. Only coordinated administrations can offer the sector a stable framework, clear channels of communication and a shared strategy that enables knowledge, investment and entrepreneurship to be transformed into projects that benefit the region.
All of this requires professionalisation, meaningful innovation, active listening, respect for the identity of each destination and a shared vision capable of bringing together the eight provinces, their municipalities, businesses and residents.
At Sinergia Skål, can make a decisive contribution to this task by sharing good practices, encouraging reflection and connecting professionals and institutions around the major challenges facing tourism..
Because the future of the sector is not built through isolated actions, but through everyone's ability to come together, coordinate and move forward in the same direction.
My congratulations to Skål Málaga-Costa del Sol and my best wishes for this new chapter.
Manuel Lara
Secretary General of Tourism
Regional Government of Andalusia
