English
SpanishInterview with María Ortíz Aguilar, Head of Economic and Commercial Office, Embassy of Spain in Belgium and Luxembourg
Topics: Advisory, Internationalization
María Ortíz Aguilar is the Head of Economic and Commercial Office of Spain in Belgium and Luxembourg since September 2023, a new step in her professional career that, she says, “I assume with illusion and enthusiasm”.
This is her second professional mission in Brussels. From 2004 to 2010 she was trade advisor in the REPER of Spain to the EU, leading the Spanish delegation in the Trade Policy, Services and Investment Committee, where the EU position in these areas was agreed, for the negotiations of trade agreements with third countries; she was also in charge of trade in civil aircraft, of the support to the export credit group and other regional groups with foreign aid funds. This phase culminated with the Spanish Presidency in the first half of 2010.
In addition to these assignments abroad, her professional career has been linked to the regulation of sectors and markets, as well as to the supervision and defense of competition. She has been Deputy Director of Studies at the Court for the Defense of Competition, Deputy Director General of Legal Affairs and Institutional Relations at the Service for the Defense of Competition and Deputy Director General of Regulation and Competition at the Directorate General of Economic Policy. Immediately before arriving in Brussels, she was a Counselor at the National Commission for Markets and Competition, since my appointment in 2013, which was renewed in 2017. Of this stage, she highlights that “it has been a great opportunity and a very interesting professional experience in the micro field of the structure and functioning of the markets, of the companies that participate in them and of the economic regulation in Spain.”
At different times of this career, he has also been a member of the boards of directors of the companies HOLSA, ENISA and AENA.
The Economic and Commercial Offices are integrated in the Spanish Diplomatic Missions and are the specialized instrument of the Spanish Administration for internationalization and the provision of services and assistance to Spanish companies and entrepreneurs abroad. How are the Economic and Commercial Offices organized and, more specifically, what services do they offer to Spanish companies?
In order to correctly frame the role of the Economic and Commercial Offices (Ofecomes), we must start from the Strategy for the Internationalization of the Spanish Economy 2017-2027 which, together with the biennial plans that develop it, constitute the medium and long-term strategic framework for developing policies to support internationalization, facilitate the coordination of the main actors involved and improve companies’ access to support instruments. This strategy, which was recently revised and updated in December 2023, includes the guiding principles and lines of action that must be present in internationalization actions. The ultimate goal is for our foreign sector to contribute to economic growth and job creation as much as possible and to do so in a structural way.
The Ofecomes are part of this Strategy. Under the direction of the Secretary of State for Trade, within the Ministry of Economy, Commerce and Business, the network of economic and commercial offices make up the “Foreign Network” which plays a crucial role in internationalization. This network includes nearly 100 Ofecomes, present in 196 countries. Indeed, our main mission is to support companies and entrepreneurs; to this end, we are also responsible for economic and commercial institutional relations and the generation of economic information on the countries in our territories.
It should be noted that the network of offices is designed with the objective of covering the main markets and strategic sectors for our companies. And the Ofecomes are channels for ICEX programs and activities. We try to offer a comprehensive personalized service to companies, according to their needs and throughout their international expansion and in accordance with the particularities of the destination.
“Under the direction of the Secretary of State for Trade, within the Ministry of Economy, Commerce and Business, the network of economic and commercial offices make up the “Foreign Network” which plays a crucial role in internationalization. This network includes nearly 100 Ofecomes, present in 196 countries.”
Precisely the most valuable contribution of Ofecomes is the knowledge and experience of being “on the ground” and being able to identify the main business opportunities in the different countries where we are and to detect and develop strategies to attract foreign investment of high added value to Spain.
As ICEX’s channels of action, the Economic and Commercial Offices offer a wide range of services to support Spanish companies in their internationalization process. Within this catalog of services, I would like to highlight the customized services at the request of companies, which represent our core business. In most cases we provide services for the identification of business partners and distribution channels, but also, depending on the sectors, we can make agendas of contacts between companies, provide logistical support or direct and reverse missions. We can also provide market analysis and reports on local regulations and standards at the request of companies, as a customized service, when such information is not available or not easily accessible, because obtaining information on a market to be addressed is a prerequisite.
This activity is developed under the principle of offering support that is increasingly adapted to the needs and profile of the companies, their size, products and services, experience in the markets in which they are present and their interests and expansion objectives. These services are also subject to evaluation, which is essential to improve the real impact of our actions.
In addition to the services we provide to companies on a personalized basis, Ofecome updates and disseminates general information on different aspects, such as incentives for implementation, establishment costs or the provision of occasional services. We also prepare market studies and sectorial analysis in accordance with the strategic lines of ICEX or on markets that we believe may offer interesting opportunities for companies. For example, we have just published updated reports on e-commerce in Belgium and Luxembourg, which I think are very good, but others have been done on hydrogen, olive oil, cosmetic products, furniture, pharmaceuticals or the guide to access to EBRD financing, to cite just a few more recent examples, which are available to companies.
We also carry out trade promotion actions and participate in ICEX programs and activities in this area. For example, the organization of trade missions, trade fairs and promotional events; support in the participation in international trade fairs and exhibitions or the implementation of marketing and promotion campaigns in foreign markets, in a multitude of export sectors. We also have on-site information on all the fairs held in Belgium and Luxembourg that may be of interest to our companies. We have recently attended Távola, the largest gourmet products fair in Belgium and Batibou in the construction sector, but we have also attended the Industry Day of the NSPA in Luxembourg, AntwerpXL, a fair on heavy cargo activity in ports or Health&Care for professionals in the health and wellness sector, among others. The reports we produce are available to companies. On the other hand, we are currently participating in the Spanish chorizo promotion campaign, within the framework of the ICEX agreement with the Consorcio del Chorizo and we are organizing the national final of Copa Jerez 2025.
Ofecome is also an ICEX channel for attracting investment to Spain. The entrepreneurial system in Spain is supported by ICEX-Invest in Spain to facilitate entrepreneurs from Belgium and Luxembourg to develop their activity and grow in our country. ICEX Invest in Spain also facilitates and puts the Spanish start-up ecosystem in contact with international investors in the aerospace, biotechnology, logistics, renewable energy and audiovisual sectors, among others. Last December, for example, we organized a meeting at the Luxembourg Embassy with investors interested in investment opportunities in the Spanish aerospace sector. In general, we identify FDI opportunities with high added value, quality employment and sustainable growth.
The Ofecome of Belgium and Luxembourg has a multilateral Antenna-ICEX. The Antenna monitors projects and programs financed by EU external action funds, now under the Global Gateway, and EIB and EBRD tenders. It identifies and disseminates projects that may offer opportunities for Spanish companies and provides assistance to companies interested in participating in them or in consortia with companies from other EU countries or third markets. The Antenna has many years of knowledge and experience and this service is highly appreciated by interested companies because the reality is that obtaining information and knowledge of the organization and execution procedures of these funds is very complex. In addition to the activities of the Antenna, Ofecome also monitors and disseminates the tenders of NATO and its agency, the NSPA, and we also want to strengthen the monitoring and dissemination of tenders of public entities in our two districts.
We can also assist companies in training. We participate in and develop training and capacity building programs for companies on foreign trade issues and seminars and workshops on market access, global trends and internationalization strategies. However, I would especially like to highlight the role of ICEX and Ofecomes, including the Economic and Commercial Office in Belgium and Luxembourg, in relation to the training of talent for internationalization, because it seems to me fundamental since human capital is a key element to address internationalization and ensure the competitiveness of the foreign sector in the medium and long term.
“Ofecome is also an ICEX channel for attracting investment to Spain. The entrepreneurial system in Spain is supported by ICEX-Invest in Spain to facilitate entrepreneurs from Belgium and Luxembourg to develop their activity and grow in our country. ICEX Invest in Spain also facilitates and puts the Spanish start-up ecosystem in contact with international investors in the aerospace, biotechnology, logistics, renewable energy and audiovisual sectors, among others.”
We will soon celebrate the 50th anniversary of the Becas ICEX for business internationalization for young professionals that provide training in the international management of the company, but, above all, acquire practical experience outside our borders. These scholarship holders, after a period of training of excellence in the field of internationalization, carry out a year of internships in the Offices and, in a second phase, in Spanish companies abroad or in international organizations. Every year in many Ofecomes we train these young people. My experience with them is extraordinary and it is a satisfaction to find former trainees in positions of responsibility in international companies and institutions and also at the head of their own companies. In the framework of agreements between the Secretary of State for Trade and the respective autonomous communities, we also train young people who participate in regional programs.
Another interesting program is ICEX-Vives, financed with European funds from the Spanish Recovery, Transformation and Resilience Plan. Through this program, companies are given the opportunity to find young people interested in professional experience abroad through internships of up to one year. Ofecome’s role is to monitor and supervise the implementation of these internships in the field. At the moment there are more than 20 young-Vives in internships in Belgium and Luxembourg. I can say that the assessment of practically all the companies is very good.
In both cases, it is also necessary to highlight the very positive participation of the companies in these programs. We hope that all this will result, not only in improving human capital for internationalization, but also in job creation for our young people.
How does the Economic and Commercial Office collaborate with other institutions and administrations to achieve its mission? What are the benefits of networking and alliances in this context?
With other public entities and organizations, the collaboration and coordination is very close, both in the activity of our central services and in the offices of the Ofecomes, among the different departments of the Embassy, for example, or with the delegations and organizations of the Autonomous Communities for which there are formal coordination mechanisms with the Secretary of State and ICEX in the different sectors and activities.
In any case, it should be noted that the whole internationalization process is based on public-private collaboration. Within this framework, the relationship with the Spanish Chamber of Commerce and with the Official Spanish Chambers of Commerce abroad is essential, as they constitute a valuable commercial instrument to support and promote the internationalization of Spanish companies in the interest of their members. We also base our strengths on collaboration with export sector associations and business organizations, in central services and abroad, to offer a unified and coordinated approach. These collaborations allow us to detect and disseminate business opportunities more widely and to be more efficient in our actions to support companies, improving their response capacity and adaptability. They also facilitate access to financial, technical and human resources, which enhances the competitive capacity of companies abroad.
On the ground, we are in contact and collaborate with counterpart agencies in our regions and with local business associations, as well as with international organizations and multilateral agencies. For example, ICEX is part of the Trade Promotion Europe Council and we collaborate with the European Commission, the EIB and the EBRD to identify and disseminate business opportunities for Spanish companies wishing to access international projects and tenders.
This activity is very relevant for the opening of new markets, reduces entry barriers and mitigates the risks associated with internationalization, promoting the identification of business opportunities and strategic partnerships with local entities that can result in new investments and commercial links.
They also generally facilitate the exploitation of synergies and economies of scale in trade promotion and the organization of international events. Joint activities such as trade missions and trade fairs increase the visibility and presence of Spanish companies in key markets. Finally, they improve the competitiveness of companies by providing access to best practices, innovation and advanced technologies and promote training, facilitating adaptation to global market trends and demands.
All of this, taken together, ensures comprehensive and continuous support from the identification of opportunities to the resolution of problems that may arise during the internationalization process. This allows for personalized assistance tailored to the specific needs of each company, thus increasing the chances of success in the international market.
“It should be noted that the whole internationalization process is based on public-private collaboration. Within this framework, the relationship with the Spanish Chamber of Commerce and with the Official Spanish Chambers of Commerce abroad is essential, as they constitute a valuable commercial instrument to support and promote the internationalization of Spanish companies in the interest of their members.”
In which sectors do you think there are better opportunities for Spanish companies in the Belgian and Luxembourg markets?
Belgium and Luxembourg are not only EU members and relevant partners. They are also, due to their location, the gateway for the distribution of numerous products and services in the European internal market. Belgium has the second most important port in Europe and an entire logistics infrastructure, it is a logistics hub for the distribution of products and services throughout Europe. This presents opportunities for Spanish companies in transport, storage and logistics services, but it is also a very important factor for exports of other products; around 63% of our exports go to the EU-27.
In Belgium, biotechnology and the pharmaceutical industry are sectors of great interest, offering significant opportunities for companies involved in clinical research, drug development and applied biotechnology. It may be one of the most promising sectors for Spanish companies in technology and innovation. In June we are going to hold a day at Biopark to jointly explore the life sciences entrepreneurship ecosystems on both sides and the possibilities for collaboration. Belgium is our seventh largest trading partner and exports of pharmaceutical products are already the first group of products exported from Spain to Belgium.
On the other hand, in Luxembourg, traditionally the financial services and FinTech sector is particularly attractive. As one of Europe’s leading financial centers, Luxembourg offers opportunities in financial technology, blockchain and digital banking solutions, infrastructure for asset management and funds. The technology and innovation sectors in Spain are also an attractive target for investments from funds of different types.
“Belgium and Luxembourg are not only EU members and relevant partners. They are also, due to their location, the gateway for the distribution of numerous products and services in the European internal market.”
But, in addition, Luxembourg is allocating a lot of resources to technological innovation in general and to the aerospace sector in particular. In Spain, all these activities are also strategic and we have leading companies in some segments. These markets can be an opportunity both commercially and in terms of investment attraction.
The renewable energy and sustainability sector also presents interesting opportunities. With firm policies towards energy transition, there is a great demand for wind energy projects, as well as clean technologies for energy efficiency (Princess Elisabeth Island in the North Sea or decarbonization projects in port activity). Spanish companies specialized in renewable energies may find Belgium a receptive and growing market.
Infrastructure and construction are other sectors with potential. Investment is being made in sustainable and efficient infrastructure, which opens doors for Spanish companies in green and circular construction, innovative materials and architectural services. In addition, the agri-food sector, especially in gourmet and organic products, in both countries, is booming and we detect interest in our high quality and sustainable products.
Our main Spanish exports to Belgium and Luxembourg, in addition to pharmaceuticals to Belgium, are motor vehicles and motorcycles, chemicals, industrial machinery and mechanical and electrical appliances, fuels and mineral oils, and textiles, to name a few
In the current economic context, where uncertainty and volatility are the norm, the internationalization of companies stands out as a key strategy to diversify risk. How do you think this strategy can benefit companies in the current scenario?
Indeed, internationalization can benefit companies in the current scenario by making them more resilient and diversified, which allows them to grow and contribute to both the economy and job creation. However, it is important to bear in mind that this process entails inherent risks and costs in obtaining information on foreign markets and locating potential customers or business partners, the need for personnel with knowledge of internationalization, and obtaining financing and insurance.
ICEX, with the support of the Ofecomes network, maintains a constant dialogue with entrepreneurs to understand their concerns and worries during the internationalization process and offer them effective support. Likewise, the Secretary of State for Trade, also with the support of the Ofecomes network, works to reduce and eliminate barriers to market access for products and services from third countries.
“Internationalization can benefit companies in the current scenario by making them more resilient and diversified, which allows them to grow and contribute to both the economy and job creation.”
One way to boost the productivity and competitiveness of Spanish companies is through programs that promote their scalability through internationalization, the promotion of entrepreneurship and the consolidation of exporting SMEs. An outstanding example is the DESAFÍA program for start-ups, which offers a two-week experience in key entrepreneurial locations, coinciding with major events and fairs in the technology sector. In addition, investment attraction programs such as INVEST IN SPAIN include initiatives such as RISING UP IN SPAIN, designed to attract foreign technology talent and enrich the Spanish entrepreneurial ecosystem.
I am optimistic because in recent years the evolution has been very positive with a growth in the export base and exports, indicative of greater competitiveness. Spanish exports have reached 93,430 million euros in the first quarter of the year, which is the second best figure in the historical series. Despite the complex international context, the foreign sector continues to show resilience, competitiveness and robustness and a trade surplus with the EU and the Euro Zone. The number of exporters has grown by 3.7% in this first quarter, approaching the figure of 40,000 exporters. However, we must continue working to consolidate this trend, reduce the dispersion of our exports, achieve greater diversification and reinforce the technological content of our exports.
What recommendations should a company looking to penetrate and succeed in Belgium and/or Luxembourg consider?
Penetrating and achieving success in the Belgian and Luxembourg markets requires strategic planning and a thorough understanding of the particularities of each market. The first key recommendation is to have a solid prior knowledge of the market. In this regard, the Economic and Commercial Offices conduct in-depth market research to understand consumer preferences, competition and sector trends. In addition, it is essential to familiarize yourself with local regulations, legal requirements and administrative procedures, which may vary even at regional level within Belgium and Luxembourg, despite being part of the EU Internal Market.
Cultural and linguistic adaptation is another crucial recommendation. In Belgium, it is important to consider the linguistic and cultural differences between the Flemish, Walloon and Brussels regions. In Luxembourg, multiculturalism and the use of languages such as Luxembourgish, French and German are fundamental aspects to take into account. Adapting the product or service to the particularities of each market, including local preferences and consumer trends, is essential. For example, growing environmental and social awareness in Belgium and Luxembourg highlights the importance of demonstrating a commitment to sustainability.
Establishing a network of local contacts is a vital strategy. Participating in trade fairs, events and trade missions facilitates networking and the establishment of business relationships in these markets.
Developing a marketing and communication strategy adapted to the local market is equally crucial. In the digital realm, it is essential to create campaigns that resonate with Belgian and Luxembourgish consumers, using popular platforms and social networks in each country.
Taking advantage of the services that ICEX and the Economic and Commercial Offices offer can be of great help to companies looking to internationalize. Participating in internationalization programs and trade missions significantly facilitates entry and consolidation in Belgium and Luxembourg.
Digital transformation, sustainability, artificial intelligence…From your perspective and experience, what are the main challenges facing European companies now?
We are immersed in a process of structural change of all economic activity towards green transition and digitalization. Companies are the protagonists of this process, which involves enormous challenges, but also great opportunities that must be seized. Both factors, digitalization and sustainability, are key drivers of competition and competitiveness for companies in a context of highly competitive global markets. Both factors are also drivers of business innovation, which is essential for business growth and improving efficiency.
“Both factors, digitalization and sustainability, are key drivers of competition and competitiveness for companies in a context of highly competitive global markets. Both factors are also drivers of business innovation, which is essential for business growth and improving efficiency.”
From a geopolitical point of view, the context for business activity remains complex, due to Russia’s war in Ukraine and other regional tensions. This context affects business costs and makes it necessary to recompose value chains and ensure access to critical materials.
The European Union, together with the Member States, is aware of the existence of these challenges and has implemented recovery, transformation and resilience plans in order to accompany, in public-private collaboration, companies in these processes of structural change, with a medium- and long-term budget that is the largest in the history of the EU. Various initiatives have also been taken to adapt the EU’s strategy in economic and trade relations with third parties in different areas to this international context.
Recently, the Letta Report has considered the deepening of the Internal Market as a driving element to strengthen the competitiveness of companies and may be a good opportunity to streamline wherever possible the procedures related to economic activity and reduce the regulatory burden that is not necessary or proportionate.
All these actions, with companies as protagonists, will produce in the medium and long term structural changes in the economic activity that I believe will allow us to successfully face the current and future challenges. And that is why we must continue working.