Peñarroya Chair of Tourism
San Telmo Business School
Purpose
The future of tourism is built from the top: by anticipating change and turning it into opportunity. Tourism has been, and must remain, one of the main sources of economic and social development in Spain. Technological change, new information systems and evolving customer and consumer habits force the sector’s companies and institutions to constantly review their business models and management practices.
The Peñarroya Chair of Tourism was created in 2018 at San Telmo Business School as an academic space for research, education and strategic reflection for senior leaders across the public and private tourism ecosystem.
Its mission is to research and offer the sector’s protagonists practical, operational insights that help them stay at the forefront, strengthen their organizations and consolidate the competitiveness of Spain’s tourism industry.
Objectives
To help senior management decide how and when to adopt practical, operational measures that strengthen their organizations’ competitive position.
To analyse new forms of business, processes and organizational configurations that better respond to the needs of current and future customers.
To encourage alliances, agreements and clusters among the different players in the value chain to boost the sector’s international competitiveness.
The Chair’s research is aimed at generating knowledge that is useful for decision-making and bringing it directly to the sector’s business owners and executives. Its main lines of activity are:
Writing cases on tourism companies that make it possible to study decisions and sources of competitive advantage.
Technical notes
Preparing technical notes on relevant issues and decision-making processes in the sector.
Teaching activities
Organizing teaching activities, gatherings and reflection sessions for business owners and executives.
Dissemination
Ongoing dissemination of research, articles and content that help interpret the evolution of the tourism industry.
Featured articles and research
Access the Chair’s articles, research and materials to explore the issues transforming tourism and to test new perspectives for decision-making.
Advisory Board: the leaders of the tourism sector
Alongside its executive and academic management, the Chair has an Advisory Board made up of leading companies and executives from the tourism ecosystem. This collegiate body advises on and recommends lines of research, helps identify the issues that concern senior management and contributes to defining the Chair’s activities and development.
The Chair is driven by Grupo Peñarroya as its main sponsor and backed by leading organizations linked to different areas of the tourism value chain, including Fuerte Group, Deloitte, Unicaja, ILUNION and Telefónica. Their participation connects the academic work with the industry’s real challenges.
Want to join?
Upcoming events and activities
Check the agenda and take part in the Chair’s upcoming gatherings, debate forums, academic sessions and executive seminars, both on campus and online.
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