Horeca Zaragoza has intensified its training program for entrepreneurs and executives in the hospitality sector, focusing on business management and artificial intelligence. This initiative, which began in January 2026, aims to enhance the competitiveness of restaurant and accommodation businesses through the integration of new technologies into their business models.
An Institutional Support Training Program
The program has the support of the General Directorate of Tourism and Hospitality of the Government of Aragón, and it will be developed throughout the year. Its main objective is to provide hospitality businesses with practical tools that improve their competitiveness and adaptability in a constantly evolving market.
So far, two sessions centered on artificial intelligence have been held: «AI for Restaurant Management,» delivered by Arístides San Juan, and «AI for Hotel Management,» with Lasse Rouhiainen. These sessions have equipped industry professionals with tools to optimize efficiency and decision-making.
The training calendar includes several highlighted activities. On April 9, the event «AI as a Business Lever in the Horeca Sector» will take place with Álvaro Alonso Candial. On May 25, Erika Silva will lead the workshop «Marketing and Sales Strategies for Competitive Restaurants.» Additionally, on June 1 and 8, Luis Vaquer will conduct the sessions «Smart Purchases in Hospitality.»
The program is complemented by courses such as «Profitable Menu Management in Hospitality» and «Generative AI in Marketing and Communication.» The third edition of the course «360º Management of Your Restaurant» with Luis Vaquer is also being developed, along with an intensive management course in collaboration with CaixaBank and elBullifoundation, featuring Ferran Adrià.
Fernando Martín, president of Horeca Zaragoza, emphasizes the importance of advanced training as a strategic tool for the growth of hospitality businesses. He highlights the need to integrate artificial intelligence into professional management to improve profitability. Furthermore, Martín advocates for the creation of the Higher Center for Innovation and Entrepreneurship in Hospitality and Tourism of Aragón to attract and retain talent.
The hospitality sector is a key area for Aragón, with a significant impact on the regional GDP and a fundamental role in employment and territorial cohesion. Ongoing training is essential to improve competitiveness and attract talent to the sector.
