Mexico in motion: innovation, strategy & human-centric experiences in travel & automotive

As Mexico takes center stage as the guest country at DES Málaga 2025, this exclusive fireside chat brings together voices that are shaping the present and future of two of the country’s most emblematic industries: travel and automotive.
Óscar Alonso, CEO of t2ó ONE — a Spanish-born global marketing group — will lead a conversation with the CMO of Grupo Presidente, one of Mexico’s leading hospitality brands, and the President of the Association of Stellantis Distributors in Mexico. Together, they will explore how these industries are embracing digital transformation, redefining the customer journey, and using data and creativity to drive real impact in Mexico and beyond.

This 20-minute session will dive into:

Why Mexico is becoming a strategic innovation hub for brands and industries.

How the travel and automotive sectors are adapting to new consumer behaviors.

The role of marketing as a bridge between digital acceleration and emotional connection.

Real examples of how human-centric strategies are delivering results in both sectors.

With Spain and Mexico connected not only by language but also by strategic vision, this conversation highlights how local insight and global perspective can come together to shape the future of industries through technology, creativity, and meaningful experiences.