– Just over four months ago, the Prime Minister promoted a meeting with all Spanish ambassadors. What guidelines were received?
The Ambassadors' meeting was very well planned and organized, but it had to be suspended due to the tragic terrorist attacks in the US. Fortunately, we had the opportunity to meet with the Prime Minister, who addressed us in a conversational tone, urging us to make the most of our limited resources and maximize their effectiveness. He encouraged us to be imaginative and proactive. This is a message that can be shared with all parts of the world.
On the other hand, the expansion, as you know, is one of the priorities, a historic opportunity that was also discussed at that meeting.
– How would you rate the diplomatic relations between Hungary and Spain?
The word "diplomatic" encompasses many things. As Ambassador, I believe that the word "diplomatic" must encompass everything, including, of course, trade and economic relations.
Diplomatic relations between Spain and Hungary are very good, I would even say excellent from a political standpoint. There is a personal relationship, and due to their shared political affiliations, the foreign ministers meet very frequently. There have also been numerous visits during the past year, and the Prime Minister will soon be visiting in his capacity as President of the European Union, having previously visited as Prime Minister of Spain.
However, from an economic and cultural perspective, there is still much to be done. For historical reasons, the Spanish economic presence in Hungary is minimal. This region of the world has been largely unexplored by Spanish companies. Besides the market's size, I believe there is also a certain inferiority complex among Spanish companies, who seem to think this part of the world is reserved for neighboring countries. And I don't think this is the case. A country like the Netherlands, which is small, has made this region a priority in its foreign economic policy and has a strong presence in Hungary. And if Spain doesn't have a greater presence, it's not for lack of effort on the part of the Spanish government. Both the Ministry of Foreign Affairs and the Ministry of Economy are constantly issuing messages alerting Spanish companies to market opportunities, not only in Hungary, but throughout this entire geographical area, which is now integrated into the EU. Furthermore, the need for investment diversification seems clear today. However, companies need to be convinced, which is not easy because, as I said before, the natural tendency is to go to markets they know.
– What can the administration do, specifically the Ministry of Foreign Affairs?
The Ministry of Economy can do more from a technical point of view in terms of increasing promotional events, imports, exports, information…
For its part, the Ministry of Foreign Affairs, the most politically active ministry, must create a favorable political environment in which businesses feel comfortable, since when political relations are working well, everything else usually falls into place. We are in an early stage, and there is still much work to be done by both the government and businesses. We are aware that if we want to have a real economic presence, we must devise formulas for economic cooperation.
– Let's mention some of the things that are being done to create this favorable environment.
The political environment is fostered through personal relationships. Visits by political leaders to other countries are very important in this regard. Specifically, numerous activities have taken place in Hungary. For example, the recent Joint Committee, which could be the nucleus of fruitful business cooperation. It currently has limited impact because there are very few Spanish companies in Hungary. However, the companies present—some of them family-owned—could prove to be the seed of something truly significant. We believe this path could lead, in the short term, specifically in May, to a Forum of Nations. Furthermore, we hope that this Investment Forum will be supported by the presence of a prominent Spanish business figure.
In March, coinciding with the Prime Minister's visit, a series of workshops on infrastructure will be held. These workshops will explain to Hungarian authorities and business leaders the experiences of experts from the Spanish Ministry of Economy in public works, transportation, concessions, and related areas. Furthermore, Spanish companies will have the opportunity to learn about Hungary's economic and social realities and its enormous potential. Similar events are being organized by the Spanish Ministry of Agriculture in collaboration with its Hungarian counterpart.
There is a very important aspect related to the economy: culture. I believe that both must go hand in hand, especially in countries where there is still little awareness of Spanish culture and its economic potential. Culture is an excellent tool for business cooperation; therefore, it must go hand in hand with the economy and with businesses. Today, culture cannot exist without corporate funding. Taking advantage of the Spanish presidency, we have tried to increase cultural events that promote Spanish culture. In this way, knowledge of Spanish culture will be the catalyst for subsequent economic development.
Spain is better known in Hungary than Hungary is in Spain. There is enormous interest in Spanish culture and the Spanish language. José María Aznar, in a meeting with the President of Hungary, told him that the Cervantes Institute was his pride and joy, and he is right, as it can be a very important platform for linguistic and cultural expansion. Currently, we have bilingual institutes in cities like Budapest, Debrecen, and Pécs. However, other languages, such as Italian, are thriving much more rapidly due to the greater number of companies from those countries operating in Hungary.
– What services does the Embassy provide to Spanish citizens and businesspeople?
This embassy is permanently at the service of the Spanish citizen.
The officials of this Diplomatic Chancellery at the Ministry of Foreign Affairs are available to assist with any needs a Spanish businessperson may have, whether it be to help arrange a meeting with a Hungarian official, to support their initiatives, or to address a high-level problem. For example, recently, a well-known Spanish businessman called us to say he and a colleague were being held at the border with Yugoslavia. We acted quickly and resolved the issue. Our mission is to provide general support to any Spanish businessperson or citizen.
– What conclusions can be drawn from the meeting between Aznar and Orbán and the Spanish-Hungarian Forum?
It is true that there are not a significant number of Spanish businesspeople working in Hungary, nor of Hungarian businesspeople with economic interests in Spain. Furthermore, Spain has missed the boat on privatization, from which large multinationals have benefited. To address these structural deficiencies, I believe we must explore creative solutions. For example, the small and medium-sized enterprise (SME) sector is fundamental to the economic development and structure of a modern country, and in Hungary, it is very underdeveloped and needs the support of the Hungarian government. Spain can still establish a presence in Hungary through SMEs; I'm not referring to immediate investment, but rather to technological cooperation agreements or exchanges of expertise. It's an exciting opportunity.
– What message do you have for Spanish business owners and investors?
Hungary is going to be one of the most active countries in the EU and will be a country that will fully meet the expectations it has created with its entry into the European Union.
Hungary is on the right track. Hungarians are excellent workers, highly skilled and specialized in their jobs. There is still a long way to go, but I have no doubt that they will achieve all the goals they have set for themselves.
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