FEATURE
tiles in the world.” At the same time, he acknowledged the significant challenges still facing the industry, including limitations in infrastructure capacity and the technological maturity required to achieve full decarbonisation.
INSIDE THE FACTORIES AND SHOWROOMS
As part of the international press trip, we visited a number of manufacturers and showrooms across Castellón, gaining first-hand insight into the technical capabilities and scale of the Spanish ceramics industry.
What became immediately clear throughout the trip was the industry’s continued investment in innovation, sustainability and design-led manufacturing. From large-format surfaces and textured finishes to advanced production technologies and energy-efficient processes, Spanish manufacturers demonstrated why the country remains one of the global leaders in ceramic tile production.
HERITAGE AT THE HEART OF THE INDUSTRY
Beyond the factory visits and conference programme, the trip also offered a deeper understanding of the heritage and provenance that continue to shape the Spanish ceramic tile industry today. Walking tours through Onda and Castellón de la Plana revealed the region’s long-standing relationship with ceramics, with traditional tiles and architectural details still visible in-situ throughout the streets and historic buildings.
The visits reinforced how closely the industry remains connected to the identity of the region itself. With 68 ceramic tile manufacturers based across the Castellón area, the sector has developed into a tightly connected industrial community built on generations of expertise, family businesses and shared knowledge. While the manufacturers showcased cutting-edge technologies and contemporary design thinking throughout the programme, there was also a clear sense of pride in the craftsmanship, tradition and local culture that continue to underpin Spanish ceramics today.
INTERNATIONAL REACH
During the conference, ASCER revealed provisional 2025 figures showing signs of stabilisation and recovery across the sector. Estimated turnover reached €4.834bn, representing a 1% increase, while exports, which continue to account for 72% of total turnover, rose slightly to €3.484bn. Domestic sales also increased by 3.1% to €1.35bn, while production climbed 2.7% to 427 million m². Employment figures also improved, with direct jobs rising by 1.4% to an estimated 15,939 positions.
A recurring theme throughout the discussion was the industry’s focus on quality, innovation and international positioning over price competition. Pablo Conde stressed the importance of continuing to prioritise high-value sales channels and the contract market, positioning Spanish ceramics as a premium international product distinguished by design, service and technical expertise.
SUSTAINABILY AND DECARBONISATION
Sustainability and decarbonisation also formed a major part of the conversation. Miguel Nicolás highlighted the sector’s ongoing investment in electrification and renewable energy, describing Spanish ceramic tiles as “the most sustainable
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Alongside the international press delegation, a separate UK delegation organised in partnership with The Tile Association (TTA) also took place during March 2026. Supported by IVACE, the Valencian Ministry of Industry, Tourism, Innovation and Trade, the educational visit brought TTA members to Spain for a programme of factory and showroom tours focused on the latest trends and innovations emerging from the sector.
ASCER also welcomed distribution groups from the United States during the final week of February, reinforcing the increasingly international scope of the new programme.
ESTABLISHING A NEW INDUSTRY CALENDAR
More than simply a series of events, Time of Spain felt like a strategic effort to establish the end of February and beginning of March as a key annual moment for architects, designers, distributors and media to engage with the latest developments in Spanish ceramics. Judging by the scale of participation and the calibre of companies involved, the initiative has already begun to achieve exactly that.
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