Tile of Spain presents innovations, industry overview and ASCER Tile of Spain awards

ASCER, the Spanish Ceramic Tile Manufacturers’ Association held an international press conference within the framework of the CEVISAMA trade fair, earlier this year in March in Valencia, Spain.

Backed by ICEX España Exportación e Inversiones, the event was an opportunity to present the latest innovation and design trends from the exhibiting companies, before ending with the presentation of the 23rd edition of ASCER’s annual Tile of Spain Architecture and Interior Design Awards.

ASCER’s president, Vicente Nomdedeu Lluesma, gave the provisional industry overview for 2024, which closed on a slightly positive note in terms of production, domestic sales and employment.

Total turnover for the sector in 2024 reached €4.819bn, reflecting a moderate year-on-year drop of 0.9 per cent, with international markets accounting for 72 per cent, a continuation of the negative trend. Conversely, the domestic market experienced slight growth. Exports to 186 countries amounted to €3.479 billion (-2.4 per cent), whereas domestic sales grew by 3.1 per cent, reaching €1.34bn (provisional figures).

Geographically, Europe remains the primary market for Tile of Spain, with six countries ranking among the top ten export destinations and concentrating 51.1 per cent of all exports (40.2 per cent within the EU27). The United States leads the ranking of countries, with sales totalling €470.2m, 13.5 per cent of total exports.

At the press conference, ASCER’s president highlighted that “a significant part of our business is generated in highly demanding markets, where customers seek products with high levels of innovation, design, and quality. These are mature markets that appreciate the added value of Spanish ceramics”.

Nomdedeu reiterated the messages of the industry-wide communication campaign ‘The Secret Ingredient’, funded by the Generalitat Valenciana regional government: “Choosing Spanish ceramic tiles means opting for a material that meets the highest standards, produced with respect for the environment, people, ideas, and our customers. In Europe, we incorporate a secret ingredient that sets us apart and is not immediately visible: respect.”

Following the industry data presentation, Lutzía Ortiz and Ana Benavente from the Trends Observatory of the Institute of Ceramic Technology (ITC by its Spanish initials), reviewed the latest design proposals from the Tile of Spain companies participating in CEVISAMA. They placed particular emphasis on how Spanish ceramic tiles adapt to consumer needs by offering design, versatility, and functionality.

Next up on the agenda was the presentation of the Tile of Spain Architecture and Interior Design Awards. Currently in their twenty-third edition, these awards hold a firmly consolidated position in the fields of architecture and interior design. For this latest edition, the Tile of Spain Awards were sponsored by PortValencia, Torrecid and PwC España, and also received the backing of the Generalitat Valenciana’s Regional Ministry of the Treasury and the Economy.

• All the details, infographics, trends, and photos from the press conference are available at https://tileofspain.com/dossier/cvsm-2025/
• Information on the winning projects, images, reports, and further details can be accessed on the Tile of Spain Awards website at www.premioceramica.com