{"id":4419,"date":"2026-09-11T10:00:36","date_gmt":"2026-09-11T08:00:36","guid":{"rendered":"https:\/\/sinergiaskal.com\/?p=4419"},"modified":"2026-09-10T21:16:07","modified_gmt":"2026-09-10T19:16:07","slug":"jose-manuel-lastra-tourism-business-people","status":"publish","type":"post","link":"https:\/\/sinergiaskal.com\/en\/en-primera-persona\/jose-manuel-lastra-turismo-negocio-personas\/","title":{"rendered":"\u00ab"Tourism is still a people business."\u00bb"},"content":{"rendered":"

On 11 and 12 November, Madrid will host the 1st National Congress of Travel Agencies, a CEAV<\/a> initiative designed to become a regular event and a major forum for meeting, reflection and debate within Spain's tourism distribution sector.<\/p>\n\n\n\n

The event will bring together associations, travel agencies, companies, institutions and professionals to address some of the sector's main challenges: regulation, air connectivity<\/a>artificial intelligence, new distribution models, changing traveller behaviour, digital marketing and social tourism.<\/p>\n\n\n\n

The first edition also coincides with a new chapter for CEAV. Jos\u00e9 Manuel Lastra was elected president of the Confederation for the 2026\u20132030 term. At Sinergia Sk\u00e5l, we spoke with him about the creation of the Congress, the challenges facing travel agencies and the role CEAV aims to play in the coming years.<\/p>\n\n\n\n

1. Jos\u00e9 Manuel, CEAV is launching a National Congress of Travel Agencies for the first time. Why now, and what need within the sector do you hope this initiative will address?<\/h2>\n\n\n\n

We created it because at CEAV we believe the sector needs a major meeting place of its own, capable of bringing together travel agencies from across Spain to discuss the challenges ahead. We want to bring the experience we have gained from the World Summit of Travel Agencies Associations, which we have organised since 2013, to a national level and create a space to share knowledge, listen to the sector and strengthen the strategic role of travel agencies within the tourism industry.<\/p>\n\n\n\n

2. From the outset, you've stated that this shouldn't be a one-off event, but rather a major annual gathering for Spanish travel agencies. What would the Congress need to offer to achieve that goal?<\/h2>\n\n\n\n

The key is for it to be genuinely useful. We want professionals to leave the Congress with information, ideas and tools they can apply to their work, but also with new contacts and a clearer understanding of where the sector is heading. If we can make travel agencies feel that this is their annual event and that it's worth setting aside time for it every year, we will have achieved our goal.<\/p>\n\n\n\n

3. The programme covers a wide range of topics: regulation, air connectivity, artificial intelligence, distribution, changing traveller profiles, digital marketing and social tourism. From your perspective, which issues are of greatest concern to travel agencies today?<\/h2>\n\n\n\n

We have many challenges to address. Regulation is one of the main ones, with issues such as Royal Decree 933\/2021, the Package Travel Directive and passenger rights. But we are also concerned about profitability, relationships with major suppliers, digitalisation, artificial intelligence, attracting talent and our ability to adapt to rapidly changing travellers. That is precisely why the Congress covers such a broad agenda.<\/p>\n\n\n\n

\"Jos\u00e9
Jos\u00e9 Manuel Lastra during a speech at CEAV Protour 2026.<\/figcaption><\/figure>\n\n\n\n

4. The amendment to the Package Travel Directive has once again brought the regulatory framework for travel agencies to the forefront. Is this one of the biggest challenges facing the sector in the immediate future?<\/h2>\n\n\n\n

Yes, undoubtedly. The new Package Travel Directive introduces significant changes that will require agencies to adapt their procedures, particularly regarding information provided to travellers, complaints handling and contract termination. However, the final text is considerably more balanced than the initial proposal, as it has removed, among other things, the restriction on advance payments that could have caused significant financial difficulties for agencies. Furthermore, we have ample time to prepare: Member States must transpose the Directive by 29 September 2028, and its provisions will apply from 29 March 2029.<\/p>\n\n\n\n

5. Artificial intelligence will also feature prominently. Do you see it primarily as an opportunity for travel agencies, or is there a risk that the role of intermediaries will once again be called into question?<\/h2>\n\n\n\n

We see it primarily as an opportunity. Artificial intelligence allows us to improve productivity, automate processes, manage information more effectively and personalise proposals. The challenge is learning how to use it. Technology should complement the travel agent, not replace them, because there are aspects it can never provide. The differentiating value will continue to lie in knowledge, professional judgement, trust and the ability to respond when a problem arises.<\/p>\n\n\n\n

6. After years of hearing that the internet would spell the end for travel agencies, professional advice continues to be crucial. What has the sector demonstrated throughout this transformation process?<\/h2>\n\n\n\n

It has demonstrated an extraordinary capacity for adaptation. The internet changed the way people buy travel, but agencies evolved with it and today are much more digitalised, specialised and efficient businesses. Furthermore, successive crises have shown that when travel becomes complicated, customers particularly value having a professional on hand to advise them, support them and provide solutions. Professional advice is not just important; it is essential.<\/p>\n\n\n\n

7. Travellers are also changing. What do they expect from a travel agency today, and what will travel professionals need to offer to continue providing added value in the coming years?<\/h2>\n\n\n\n

Today's traveller is better informed and more demanding. They seek personalisation, experiences, security, flexibility and good value for money. The trend is also towards more personalised trips, experiential products and less crowded destinations. Travel agents will need to continue specialising and develop a deep understanding of both their clients and the products they offer in order to provide something that a simple internet search cannot.<\/p>\n\n\n\n

8. The Congress aims to bring together not only travel agencies, but also associations, suppliers, destinations, institutions and other tourism stakeholders. To what extent does the sector need to strengthen collaboration across the entire tourism value chain?<\/h2>\n\n\n\n

It's essential. Tourism operates as a chain, and no stakeholder can work in isolation. We need greater dialogue with airlines, railway companies, tour operators, destinations, technology companies and public authorities. Travel agencies also have valuable first-hand knowledge of demand and the end customer, and this information must play a part in the decisions made across the industry.<\/p>\n\n\n\n

9. CEAV currently brings together a broad range of business associations within the sector. How important is it to address these major issues through a representative and cohesive organisation?<\/h2>\n\n\n\n

It's essential. We have been saying for years that unity makes us stronger. When the sector speaks with one voice, it increases its ability to engage with public authorities and negotiate with suppliers. ACAVE's return to CEAV has been a very important step in that direction and demonstrates a growing awareness of the need to join forces.<\/p>\n\n\n\n

\"Jos\u00e9
Jos\u00e9 Manuel Lastra with professionals from the CEAV team.<\/figcaption><\/figure>\n\n\n\n

10. Madrid will host this first edition. What does the capital offer as a meeting place for a Congress that aims to represent all Spanish travel agencies?<\/h2>\n\n\n\n

Madrid offers exceptional connectivity, excellent conference facilities and a wide-ranging tourism offering, while also facilitating the participation of institutions and companies from across the country. Furthermore, Madrid City Council and the Regional Government of Madrid are sponsors of the Congress and are collaborating with the organisers. The Congress has a national focus, and the capital is an ideal setting for achieving this.<\/p>\n\n\n\n

11. Beyond the presentations and panel discussions, these kinds of events also have an important human and professional dimension. Is face-to-face networking still essential in an increasingly digitalised industry?<\/h2>\n\n\n\n

Absolutely. Digitalisation makes our work much easier, but tourism remains a people business. Initiatives such as CEAV Protour continually demonstrate the value of meeting face to face, exchanging experiences and building trust. Personal contacts continue to create professional relationships and business opportunities that are difficult to achieve in any other way.<\/p>\n\n\n\n

\"Jos\u00e9
Jos\u00e9 Manuel Lastra during one of the CEAV Protour 2026 presentations.<\/figcaption><\/figure>\n\n\n\n

12. When the Congress ends on 12 November, what would need to have happened for you to be able to say: \u201cIt was worth it, and we achieved what we set out to do\u201d?<\/h2>\n\n\n\n

That the travel agencies felt they were the key players. That we were able to debate our challenges openly, identify useful proposals and forge new connections among professionals. And, above all, that by the end there is already interest in knowing when the next Congress will take place. If we manage to create a stronger sense of unity within the sector and reinforce the idea that together we are stronger, the Congress will have fully achieved its purpose.<\/p>\n\n\n\n

13. You have just been elected president of CEAV for the 2026\u20132030 term. What are your priorities for this new chapter, and what role do you want CEAV to play in defending the interests of travel agencies and helping transform the sector in the coming years?<\/h2>\n\n\n\n

I am entering this new chapter with the aim of continuing to build on a strong, united and representative CEAV, while also bringing the organisation even closer to travel agencies. We want to strengthen our defence of the sector in the face of major regulatory and business challenges, promote training and attract talent, and support agencies through their technological and digital transformation, ensuring that all of them, regardless of size, can take advantage of new opportunities. CEAV must remain a strong voice for the sector while also being an organisation that listens to, supports and helps travel agencies become more competitive.<\/p>","protected":false},"excerpt":{"rendered":"

Los pr\u00f3ximos 11 y 12 de noviembre, Madrid acoger\u00e1 el I Congreso Nacional de Agencias de Viajes, una iniciativa de CEAV que nace con vocaci\u00f3n de continuidad y con el objetivo de convertirse en un gran espacio de encuentro, reflexi\u00f3n y debate para la distribuci\u00f3n tur\u00edstica espa\u00f1ola. El encuentro reunir\u00e1 a asociaciones, agencias de viajes, […]<\/p>\n","protected":false},"author":1,"featured_media":4421,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[50],"class_list":["post-4419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-en-primera-persona","tag-asociacionismo"],"_links":{"self":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/4419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/comments?post=4419"}],"version-history":[{"count":8,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/4419\/revisions"}],"predecessor-version":[{"id":4453,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/4419\/revisions\/4453"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/media\/4421"}],"wp:attachment":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/media?parent=4419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/categories?post=4419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/tags?post=4419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}