From Ibiza to the world: success, challenges and the future of leisure

• Andrés García-Prado, founding partner of the group Vivir Descalzo, gave a keynote speech at the IV "Route to Market" Meeting
• "Ibiza was, is and will continue to be the world capital of clubbing. But we are losing competitiveness due to the excessive regulation to which we have become accustomed in Spain"

Last Wednesday 19th February, at the Hotel Casa Fuster, Andrés García-Prado, founding partner of the Vivir Descalzo group, gave a keynote speech at the IV "Route to Market" Meeting, organized by the Food Service Institute and the Spanish Federation of Hospitality and Restaurant Distribution Companies.

In a humorous and reflective tone, García-Prado highlighted the global success of Ibiza as a world-renowned brand, underlining its cultural impact and its distinction in the field of nightlife and creative freedom. He compared this model with other destinations such as Mykonos, pointing out both the successes and the challenges that Ibiza faces in terms of regulation and competitiveness.

Discussing the sustainability of the “Ibiza” model in the long term, García-Prado stressed the need to preserve the individual freedom that defines the island as its most precious asset. He also addressed the current difficulties in terms of housing for employees and the prohibitive costs of transport and catering on the island.

“Ibiza’s success has been to give freedom to several generations to create their own culture, a way of dressing, a way of relating, a differentiating musical style. All those generations that have created, that have devised, that have gone a little beyond conventional limits have been based on the Freedom of the individual. A Freedom that the Ibizans have embraced, have known how to welcome and that we must defend as an essential part of what the island is, its most precious intangible value.”

In relation to the evolution of the consumer and the gastronomic business, García-Prado identified significant changes in spending patterns and visitor preferences, highlighting the importance of offering complete and authentic experiences that reflect the unique identity of Ibiza.

Finally, discussing the international prospects of the Ibiza model, García-Prado warned of the challenges of maintaining cultural authenticity in global markets such as Miami and the Middle East, emphasising the importance of preserving local identity in any international expansion.

García-Prado’s intervention not only offered a unique perspective on the successes and challenges of Ibiza as a tourist and cultural destination, but also urged reflection on the future of the sector in a changing global context.