A training package to promote the journey of future leaders in the tourism sector



Committed to advancing the digital economy through training, The Valley, in conjunction with Turium (Vocento), has launched the
Tourism Digital Leadership Program
, a program focused on training exponential tourism leaders that the sector demands. In addition, to facilitate access to this program, The Valley has launched its own
“Next Generation Plan”
that offers interested parties the possibility of accessing scholarships with up to 100% funding or take advantage of other advantages such as economic facilities to finance training at 0% interest or a Flex Plan with a series of measures that are adapted to the situation of each student.

To adapt to the new era, it is necessary for the sector to tackle a digital transformation process in a transversal way that allows it to respond to the habits, needs and demands of customers. A) Yes, from the digital knowledge ecosystem The Valley have analyzed the 3 keys to the transformation of tourism that professionals and companies in the sector must take into account in their adaptation process to the new post-pandemic digital era:

1. The tech training of tourism leaders, the basis for the transformation of the sector. To face the necessary transformation of the tourism sector, it is essential that those who are going to lead the process of change towards a more digitized, efficient and profitable model are also transformed. The sector demands professional profiles that have extensive expertise in the digital field and knowledge of both the trends that are to come and the new customer archetypes that have been generated. Thus, the most strategic profiles include social media manager, essential for maintaining the image of a company and raising the customer service experience; eCommerce and marketplaces specialists in charge of guaranteeing the quality of online sales channels; or experts in data analysis that ensure decision-making based on objective data that allows optimizing business strategies and achieving better results.

2. Smart, sustainable and excellent. The sector is going through a process of radical change that is heading towards a more dynamic and demanding environment. In this sense, the traveler has also changed and arrives with new needs and expectations, such as, for example, the search for excellence in services, a greater demand for safety in relation to hygiene and health, a determined commitment to discover the value of the local, the choice of more sustainable destinations and forms of travel, and a more digital experience that allows you, for example, to organize your trips through innovative channels or to enjoy tourism in a disruptive way through technology.

3. Innovative and digital solutions to satisfy the new tourist customer. With the new tourism model and the demands of the post-pandemic traveler, companies have faced the challenge of knowing how to respond both to changes in business culture and new business models and work methodologies, as well as to future trends, new ones. types of tourism and traveler or the digital experience that users seek. Thus, various innovative solutions are already being seen, such as being able to make tours of cities or tourist attractions in a virtual way by streaming, having access to restaurant menus or even being able to order and pay from the mobile through QR codes, the possibility of check-in and check-out of a hotel completely independently, or access tourist attraction guides or audio guides from the traveler’s own personal devices.

The tourism sector has been one of those that has felt the impact of the Covid-19 pandemic the most. Although it is true that companies have been able to respond to this unexpected situation with the rise of services such as delivery, online experiences or digital entertainment, there is still much to be done so that the sector can recover its activity and the business figures that recorded before the pandemic. In this sense, it highlights the imminent need to transform business processes and models, tourism products and the customer experience with innovation and digitization as premises. But for this, it is essential that professionals and leaders in the sector are trained in digital matters to be at the forefront with the most innovative digital and technological trends.

Now, with the advancement of vaccination processes at the European level, the introduction of the “Covid passport” and the relaxation of some restrictive measures, the tourism sector has been reactivated and showing signs of recovery, although still with rates lower than those routinely recorded before the pandemic. This is indicated in the Report on the Situation of the Spanish Economy 2021 of the General State Administration. In fact, thanks to the vaccination campaign and the “EU Digital Covid Certificate”, the summer months have been a great boost for tourism, and everything seems to indicate that the last months of the year will continue to be one of recovery, especially taking into account that some countries, such as the US recently, have relaxed their travel restrictions for vaccinated travelers.

However, the recovery of tourist activity and its figures does not only depend on the economy or the evolution of the pandemic, but also on the capacity and agility of companies in the sector to adapt to the new post-pandemic era and the habits and demands of society. “Tourism is going through a process of radical change and professionals who are dedicated to this sector must be prepared to address and lead this change,” explains Juan Luis Moreno, Chief Innovation Officer at The Valley.

And the fact is that the losses suffered by the tourism sector have had a direct impact on the stability and working conditions of professionals who work in this sector, many of them having had to face temporary and permanent layoffs. In fact, according to Statista, in 2020, the number of Social Security affiliates in Spain in the tourism sector registered a year-on-year drop of more than 250,000 affiliates, mainly impacted by the consequences of the Cvid-19 pandemic. A situation that highlights, even more in evidence, the need to that professionals in the sector are trained with the knowledge and skills most in demand currently to be relevant in the labor scene and be able to lead the digital transformation of the sector.

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