Hospitality professionals across the Comunitat Valenciana will gather in Valencia on 29 June 2026 for the seventh edition of Miradas, a conference running from 16:00 to 20:00 and focused on profitability, consumer trends and the growing role of artificial intelligence in bars, restaurants and hotels. The event will take place at the Hotel Las Arenas and is organised by Hostelería Valencia and CONHOSTUR, with support from Turisme Comunitat Valenciana and L’Exquisit Mediterrani.
This year’s edition carries the slogan “La verdad que nadie te cuenta,” which translates loosely as “the truth nobody tells you,” and the subtitle “Nuevos retos del sector hostelero,” or “new challenges facing the hospitality sector.” The framing signals an intention to address the industry’s pressures directly rather than through generalities. Organisers describe Miradas as a forum for reflection aimed at owners, directors and other professionals working in hospitality businesses across the region.
Attendance is free but subject to registration and limited capacity. Interested professionals can register through the Miradas Valencia website, where the full programme is also published.
Hostelería Valencia, formally the Federación Empresarial de Hostelería de Valencia, has represented the hospitality sector in Valencia province since 1977. CONHOSTUR, the Confederación Empresarial de Hostelería y Turismo de la Comunitat Valenciana, brings together hospitality federations across the wider region and represents an estimated 34,000 businesses. Together the two organisations have built Miradas into one of the most established annual gatherings for the regional hospitality industry.
The four hour programme opens with a talk from Enrique Lezcano, Corporate Director of Food and Beverage at Vincci Hoteles, who will examine the current state of hospitality businesses and the factors shaping their viability and competitiveness. His session is expected to set the tone for an afternoon focused on survival, adaptation and growth in a market under continued pressure from rising costs and shifting demand.
Edita Pereira Omil, head of the Studies Service at the economics department of CEOE, the Spanish employers confederation, will follow with an overview of the current economic situation and its impact on businesses. Her presentation is expected to provide context on costs, demand and broader business confidence affecting hospitality operators.
Consumer behaviour will be the focus of a session led by Marta Munné, head of consumer trend studies at AECOC, the Spanish association of manufacturers and distributors. She will discuss how operators can identify opportunities created by changing habits and preferences, as venues across the sector reassess menus, pricing and service models.
After a break, Rebeca Muñoz, chief executive and partner at Livit Design, will address the trends reshaping the customer experience and the wider direction of gastronomy. Organisers say her session will offer a strategic view of how hospitality venues are evolving to meet new expectations.
Artificial intelligence will be a central theme of the conference. Nuria Lloret, a professor at the Universitat Politècnica de València, will explain how AI tools can help hospitality companies improve efficiency, streamline operations and strengthen management decisions. The subject has gained relevance as operators look for ways to control costs and run leaner businesses.
The programme closes at 20:00 with Beatriz Esteban, projects director at Segittur, the Spanish state company for tourism innovation, who will present digital tools already being used by hospitality companies to improve management, customer relations and decision making.
Miradas has run for six previous editions. The most recent, held in September 2025 at CaixaFórum València, focused on staff management and talent retention, with speakers including Benjamín Calleja, chief executive of Livit Design, and Toni Nadal, sports director at the Rafa Nadal Academy. Organisers have positioned the conference as a recurring checkpoint for an industry that continues to face economic pressure, technological change and shifting consumer demand.
By bringing together voices from business, academia and tourism technology, the seventh edition of Miradas aims to give hospitality operators in the Comunitat Valenciana a clearer picture of the trends likely to shape the sector in the coming years.
