"Education is the key to every problem in a country," he stressed. Carlos Espinosa de los Monteros, Government High Commissioner for Brand Spainduring his analysis at the Observatorio Proa on 'Spain today: how we are seen, how we see ourselves'.. In the course of his speech, he reviewed the functions of his office and focused on the strengths and weaknesses of a country whose main characteristics are "talent, creativity and imagination".but also very much endowed with a great "dramatic and tragic sense".
The High Commissioner described his job as "the most beautiful job in Spain". A position whose main activity is to spread the good that our country has, because "it is not indifferent to have a good or a bad brand; if you don't take care of your image, someone else will take care of it and highlight the negative," he said.
Espinosa de los Monteros He justified the 'ease' of his activity by the fact that "Spain is a country that has a good image, that is well liked" abroad. He also highlighted a figure obtained from surveys carried out by international organisations. Spain's image only fails in three countries, Venezuela, Bolivia and Spain itself. In Espinosa de los Monteros' opinion, this is surprising because "we tend to confuse the government with the country". and which he justifies by the fact that the hours dedicated in our schools to the study of our own culture are much less than those established in the education systems of, for example, France or England. Added to all this is the fact that, in his opinion, "we have been abandoning education based on what unites us".
The High Commissioner considers that this, "fortunately", is not perceived outside. And he bases his assessment on data reflected in the opinion analyses carried out by official bodies, such as the fact that 83% of our visitors are repeat visitors and 50% have been four times, "because we are a country of great diversity".
In his extensive analysis, he explained that during the crisis, nationalist tensions have worsened, "something that is repeated in our history when there is an economic weakness of the central power"; and education, "we have not been able to agree on any educational reform in 40 years".. But he also considered that the crisis has allowed for improvements in aspects such as internationalisation, "Spain has opened up and succeeded", in human development and in its internal infrastructures. The latter aspects, which Carlos Espinosa de los Monteros believes are highly appreciated by the 80 million tourists who visit us: "in general, their level of expectations is exceeded".
It is precisely in the context of internationalisation that he highlighted the fact that we have a favourable trade balance in transactions with France for the last four years and with the USA for the last two years. He justified this on the grounds that Spanish companies have professionalised very quickly and cited Gamesa, Gestamp and Roca as examples of leading companies in many sectors at international level.
He noted that between 2012, when he became High Commissioner, and today, the change in the country's image "has been important and is the result of an enormous effort by all Spaniards".. All this leads him to affirm that "Spain today is one of the most dynamic countries in Europe".
The exhibition, held at Degussa's headquarters, concluded with a lively discussion with the company managers in attendance.
Carlos Espinosa de los Monteros holds a degree in Law and Business Studies from ICADE and is a Commercial Technician and State Economist. He has been Commercial Counsellor of Spain in Chicago, Commercial Director of the National Institute of Industry (INI) and Vice President of INI, Chairman of Iberia and Aviaco, Chairman and CEO of Mercedes Benz Spain, Chairman of Círculo de Empresarios, Chairman of González Byass, S.A. and Daimler Chrysler. He is currently, in addition to being the Government High Commissioner for Marca España, Chairman of Fraternidad - Muprespa.
The Proa Observatories are stable forums for discussion with the support of the participation of leading managers, politicians and professionals. They are born with the vocation of being a laboratory of ideas where a genuine dialogue is fostered to debate issues of business news, as well as corporate reputation, branding and public affairs. as important elements for the improvement of companies.
Among the personalities who have taken part in these meetings are the economist Manuel Conthe, the former Minister of Public Administration Jordi Sevillathe former Minister of Education, Culture and Sport, the former Minister of Education, Culture and Sport José Ignacio Wertthe writer and priest Pablo D'OrsDeloitte's Director of External Communications, Antonio Belmonteand the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besadaamong others.
