Spain's Foreign Exchange: 25 Years in Perspective. Review and Future of Promotional Agencies

 

Promotional agencies have been key players in Spain's foreign policy. Andalusia Trade (Business Agency for Economic Transformation and Development) is the entity of the Andalusian Regional Government dedicated to promoting its businesses and attracting investment. Chamber of Commerce, Industry and Services of Madrid It is a public law corporation that protects the interests of Madrid's business community, with a strong focus on internationalization. Madrid Single Window for Internationalization (VUI), for its part, is a service of the Community of Madrid designed to facilitate and centralize support for companies seeking to enter new markets.

 

The debate, moderated by the journalist Raquel Ibáñez, had the participation of María Lara Quinlan, responsible for Foreign Network Promotion and Market Development at Andalucía Trade; Esther Calvo Ruiz, International Development Manager of the Madrid Chamber of Commerce; and Jacobo Perez-Soba, manager of the Madrid-VUI Internationalization One-Stop Shop.

 

The so-called "Spanish export miracle" is celebrating a quarter of a century. A period in which Spanish companies have transformed their mindset and structure, moving from a reactive stance to leading proactive global expansion strategies. The experts gathered by Empresa Exterior agreed that this leap was not accidental, but the result of a combination of factors including diversification, professionalization, and a remarkable capacity for resilience.

 

The balance: From devaluation to quality

 

Analyzing the master keys of these 25 years, María Lara QuinlanThe representative from Andalucía Trade highlighted a fundamental shift in business mindsets. "In the last quarter of the 20th century, Andalusian companies were more accustomed to having buyers come to them," he noted. The leap into the 21st century, accelerated by the 2009 crisis, meant "taking control of their international strategy" as a means, in many cases, of "survival."

 

MLQ also pointed to the incorporation of better prepared professionals already a clear strategy of market diversification beyond Europe, investing in competitive sectors and innovation.

 

Esther Calvo RuizThe representative from the Madrid Chamber of Commerce agreed on the importance of diversification, both geographically (Latin America, Africa, Asia) and sectorally. "We have moved from traditional sectors like textiles or footwear to strategic sectors like..." automotive, machinery or the pharmaceutical sector"He stated. For ECR, wage moderation, investment in infrastructure, entry into the euro, and the ability of SMEs to grow alongside large multinationals (ACS, Ferrovial) were decisive factors.

 

For its part, Jacobo Perez-Soba, from the VUI Madrid, introduced two critical variables: the digitalization and professionalizationThe "brutal irruption of digitalization" has allowed companies to access more information, while internal professionalization has meant that international trade is "in the hands of professionals" and does not depend on the multitasking manager.

 

JPS He also emphasized the paradigm shift brought about by the euro: “Before, exports relied on currency devaluations. […] Now, with the introduction of the euro, We sell for quality and we sell for competitiveness and professionalism."

 

Milestones and star sectors

 

Asked about key initiatives, Esther Calvo Ruiz highlighted the program of Foreign Trade Technicians of the Madrid Chamber of Commerce, a pioneer since 1967 and resumed in 2022, as a fundamental commitment to "young talent".

 

In Andalucia, María Lara Quinlan He highlighted the spectacular growth of the region (from 10.000 to 40.000 million euros in exports), supported by the creation of its Outdoor Network Founded in 1998, it now reaches 75 countries with a "highly personalized" service. 

 

Jacobo Perez-Soba mentioned the PIPE Program (Plan for Initiation into Foreign Promotion) as the "best and greatest example of joint collaboration" between ICEX, chambers and regional bodies, which laid the foundations for subsequent growth.

 

In terms of sectors, Andalusia is consolidating its position as "the breadbasket of Europe" (fruit and vegetables, olive oil), but has successfully diversified into the agricultural sector. aerospace (Seville being the third European aeronautical hub) and the renewable energy. Madrid, for its part, stands out in pharmacy, chemistry, capital goods and, very notably, in the exportation of services: consulting, engineering, architecture and ICTs.

 

Lessons from the crises and the future frontier

 

The 2008 crisis and the COVID-19 pandemic forced organizations to reinvent themselves. "We're somewhat countercyclical," he acknowledged. Esther Calvo Ruizexplaining that the demand for support skyrockets during times of difficulty. COVID forced the digitization of all services, reaching thousands of companies in the year of the pandemic alone. "We doubled our online sessions and reached more than 4.000 companies in the year of the pandemic."

 

María Lara Quinlan He explained how the 2009 crisis forced them to change their External Network to a "more flexible model", moving from offices to "antennas" with a menu of services. 

 

Looking ahead, macro trends are already impacting strategy. Jacobo Perez-Soba pointed out the Artificial Intelligence as a growing tool "not only for market detection," but also for recruitment, payment methods, and logistics.

 

Esther Calvo Ruiz put the focus on the sustainability"It is a key factor in global markets," affecting tenders, investors, and consumers through energy efficiency and traceability. He also warned about the geopolitika, which demands "quick solutions" to conflicts or tariffs.

 

María Lara Quinlan He elaborated on this idea, pointing out how geopolitical instability has revived the defense sector"Extremely important" in Andalusia (naval and aerospace). He also announced a new grant program from Andalucía Trade, with €11,5 million in European funds, to support attendance at international trade fairs and market research trips.

 

Given this scenario, strategies are being reoriented. The three speakers highlighted the need to continue diversifying into high-growth markets such as Africa, the Middle East, and Southeast Asia, although JPS He warned that rising raw material prices could also force him to consolidate loyal customers in Europe.

 

Tools and final advice

 

For SMEs starting out, the key tools are varied. JPS highlighted the support for e-commerce and marketplaces as an economic formula for startups. ECR pointed out the Strategic Internationalization Plans and the networking. Finally, MLQ announced a new order of subsidies with European funds to support attendance at international fairs and prospecting trips.

 

As a final piece of advice, the unanimity was clear. Jacobo Perez-Soba He called for "the need to internationalize, but always with strategy«. Esther Calvo Ruiz recommended "incorporating internationalization from the beginning"Because it fosters innovation and trust. And María Lara Quinlan He concluded by reminding everyone that internationalization is no longer optional: "It's right at your doorstep, because just as you go abroad, there are many international companies entering our country and competing with you every day."