Inma de Benito

Not all tourists consume in the same way, seek the same things, or make the same business models profitable. In this talk, we analyze why truly understanding source markets is no longer a marketing exercise, but a business strategy. The origin of the visitor shapes opening hours, menu design, average ticket, experience, leisure offering, and operational structure. In a country heading toward 100 million visitors, understanding who comes and how they consume is key to designing more profitable, coherent, and sustainable HORECA models in each destination.

As an executive summary of this session, we bring together the key economic factors, cost pressures, immediate trends, and the impact of source markets, drawing practical conclusions to adjust business models and make better decisions today.

We are experiencing an economic and global shift that directly impacts margins, costs, and daily business decisions in the HORECA sector. This session provides context, criteria, and clarity to understand what is changing and why.