San Telmo Business School holds a successful II Seminar of the Chair “Peñarroya Tourism on Costa del Sol”

Knowing the potential of the tourism sector, especially in Malaga, and with the aim of responding to some of the biggest challenges facing businessmen and executives today in the sector, San Telmo Business School delivered yesterday a seminar at its headquarters in Malaga to reflect on these matters. The second seminar carried out by the Chair Peñarroya Tourism on Costa del Sol was entitled "The Costa del Sol in the face of the political, economic and technological changes to come and It had over 100 attendees.

The Seminar started with the inauguration and welcome of Pepa Peñarroya, President of the Chair Peñarroya Tourism. After that, it was held the round-table, titled "Tourism trends, the impact of abrupt environmental changes". The attendees of the discussion were: Manuel Butler Halter, UNWTO Executive Director; Adolfo Favieres, WTTC Ambassador Spain and Latin America; Manuel Lopez Muñoz, CEO and Founder of Intermundial and Vice President of La Mesa Del Turismo.

Throughout the day, two case studies were released: Tourism and Planning for the Costa del Sol, and The City of Estepona. The latter it was conducted by Professor Miguel Ángel Llano, with the participation of José María García Urbano, Mayor of the town.

With regard the case study Tourism and Planning for the Costa del Sol, it was held by Prof. Marisa Martínez Jiménez, with the participation of Manuel Lara León, Director of Digital Transformation and Tourism Promotion, as a special guest.

The second round-table was entitled “Present or future? Technology as a lever for tourism. Challenges and measures to be taken on the Costa del Sol for the next 5 years”. The discussion was attended by Mari Francis Peñarroya Espíldora, General Director of Holiday World Hotels; Pablo Soto Rodríguez, Innovation Manager Tourism of Vodafone; and Víctor Navas Pérez, Mayor of Benalmádena.