The Spanish aeronautics industry is undoubtedly an example of business resilience. Especially after having been able to overcome the harsh impact of COVID-19 on the sector, and finding alternatives to continue including new lines of business in the profit and loss accounts. Let's talk about figures. The Spanish aerospace sector generates more than 155,000 jobs (direct and indirect) and represents approximately 1.2% of national GDP and 5.4 % of industrial GDP. Industry is growing, gaining weight, and is concentrated as the seed of success in some areas of the country, as is the case of Andalusia. There, in 2023 alone, 140 companies had a turnover of more than 2,300 million euros and generated more than 11,000 jobs. If we focus on the aviation sector, the data support the growing optimism of recent months. Last year, the airports in the AENA network transported 282.3 million passengers, 16.2% more than in 2022. Similarly, they exceeded previous figures for freight transport and moved more than one million tonnes, with an increase of 7.9%.
There is no doubt that we are talking about a key driver of the national economywith a notable contribution in terms of employment, innovation and exports. However, despite its relevance and figures that make other sectors pale in comparison, its communication and visibility still need a significant boost to ensure recognition commensurate with its global position. Increasing its exposure and broadening the narrative of the Spanish aeronautical sector is essential. Especially because the reputation as a consolidated, sustainable and innovative leader that it enjoys in other countries is often not perceived in the same way within our borders or is diluted in a communication that is too focused on the commercial side.
Weaving is not difficult. The fabric is solid and attractive. On the industrial side, we have entities which are benchmark in the manufacture of high quality technologies, materials and services for both military and civil aviation. In the case of airlines, not only do the figures and the level of customer satisfaction confirm their success, but we also count on innovative business models that open up new growth opportunities worldwide. This is the case of the Wet LeaseThis service, whereby an airline provides a complete aircraft, including crew, maintenance and insurance, to another company, has become one of the new vectors of high turnover for a Spanish company.
But, in communication, it's not just about doing. It is about showing. The objective is simple, and it involves continuing to invest in increasing the exposure and the ability to generate opinion and influence of companies to grow at a faster rate than reputational level. In particular, as one of the main levers for the expansion of the Spain Brand at present. Greater brand awareness is synonymous with attracting national and international investment, which is essential for the continued development of competitiveness in the global market. The financing of research and development projects are essential to stay at the cutting edge of aeronautics and aerospace technology and not lose hard-won momentum. For many companies, breaking out of their low profile, which relies more on marketing than on corporate communication, is a major step forward.
Building an attractive new corporate narrative, values-based such as a strong track record, exemplary governance, innovation, employability or sustainability, can give size to many companies, especially small and medium-sized ones. Such reinforcement will not only make them more attractive to their audiences, it will also help them to be better prepared when it comes to presenting their proposals for change and adaptability The main challenges of the sector and, more importantly, to differentiate them from their competitors.
Improving the sector's communication will also help the attraction of the young and specialised talentThe industry needs highly qualified engineers, technicians and professionals to ensure its future growth and sustainability. The industry needs highly qualified engineers, technicians and professionals to ensure its future growth and sustainability. Greater visibility and, above all, an image of sustainable companies, flexible to the demands of their audiences, can inspire students and young professionals to consider careers in the aeronautical sector, guaranteeing a steady flow of qualified talent. Another crucial aspect is the education of their audiences and policy makers about the importance of the sector. Increased knowledge and understanding of the industry can facilitate the development of favourable public policies, such as tax incentives, and help to generate more conducive scenarios for research and development, and support for the training of specialised personnel. This is particularly relevant in a context where sustainability and emissions reduction are global priorities and where companies increasingly seek to have "believers" as well as customers.
In essence, it is a question of elevating the recognition these companies deserveand which not all of them enjoy, especially the smaller ones. Through effective communication, aligned with business objectives, but also with the issues and trends that define their challenges, and a better relationship with their audiences, they can contribute to raising the perception of their sector in society. In this way, they will optimise their achievements and their contribution to the economy and technological innovation.
The instructions for this manoeuvre are clear. It is the important difference between being and being. With a consolidated and growing industry, companies can culminate their success by landing their communication model in a format that is based on giving greater visibility to a sector that is a source of pride for the entire Spanish business fabric.
Luis Barreda, account director at PROA Comunicación.