By Doreen Hemlock
For Spanish companies looking to set up in Florida, one key resource is Spain’s Trade Commission in Miami. It’s part of the Spanish government’s network of trade offices worldwide aimed at helping businesses from Spain expand overseas and promoting investment into Spain.
Francisco Javier Garzon Morales leads the Miami office that oversees Florida as well as Alabama, Arkansas, Georgia, Louisiana, Mississippi, Oklahoma, Texas, and Tennessee. He previously worked on competition policy in Spain, led the Trade and Investment Agency of Spain, and served at Spain’s trade commissions in Mexico and Brazil.
Here are excerpts from our recent interview with Garzon.
Tell us about Spain’s international trade office in Miami.
We’re part of Spain’s Ministry of Industry, Commerce, and Tourism, which has some 100 trade offices worldwide. In the U.S., we have five trade offices – in Miami; Los Angeles; Chicago; Washington, D.C.; and New York – each covering a different geographic region. From Miami, we handle the U.S. southeast.
Our office is one of the busiest in the U.S. because there are more than 400 Spanish companies operating in Florida, with at least 350 in Miami-Dade. And we’ve seen lots of interest recently in business in Texas, especially in construction and energy projects.
Where do you see the greatest opportunities for Spanish business in Miami and across Florida?
I see a great match between the priorities of U.S. federal, state, and local governments and what Spanish companies have to offer. The U.S. Bipartisan Infrastructure and Inflation Reduction laws, for example, focus on sectors where Spanish companies have extensive knowledge and expertise.
One such area is renewable energy. Spain is a world leader in solar and wind energy, and we’re exporting lots of our technology and expertise to Latin America and other regions now. Spanish companies have invested more than $7 billion in wind energy in the U.S. since 2015.
Another area is infrastructure. Many big construction companies started coming to the U.S. decades back and are now well-positioned for growth, especially in public-private partnerships and concessions. They’re having success both with U.S. companies they’ve bought or subsidiaries they’ve opened here. I’d estimate 30 percent of bids open to foreign companies for infrastructure projects in the We’re part of Spain’s Ministry of Industry, Commerce, and Tourism, which has some 100 trade offices worldwide. In the U.S., we have five trade offices – in Miami; Los Angeles; Chicago; Washington, D.C.; and New York – each covering a different geographic region. From Miami, we handle the U.S. southeast.
Our office is one of the busiest in the U.S. because there are more than 400 Spanish companies operating in Florida, with at least 350 in Miami-Dade. And we’ve seen lots of interest recently in business in Texas, especially in construction and energy projects.
Where do you see the greatest opportunities for Spanish business in Miami and across Florida?
I see a great match between the priorities of U.S. federal, state, and local governments and what Spanish companies have to offer. The U.S. Bipartisan Infrastructure and Inflation Reduction laws, for example, focus on sectors where Spanish companies have extensive knowledge and expertise.
One such area is renewable energy. Spain is a world leader in solar and wind energy, and we’re exporting lots of our technology and expertise to Latin America and other regions now. Spanish companies have invested more than $7 billion in wind energy in the U.S. since 2015.
Another area is infrastructure. Many big construction companies started coming to the U.S. decades back and are now well-positioned for growth, especially in public-private partnerships and concessions. They’re having success both with U.S. companies they’ve bought or subsidiaries they’ve opened here. I’d estimate 30 percent of bids open to foreign companies for infrastructure projects in the U.S. now have some Spanish company presence. Our construction and engineering companies are very adaptable and flexible.
Miami stands out as a hub for Spain’s building materials, items like tabletops and countertops for kitchens and bathrooms, tile, and stone. They’re heavy to transport and typically are sent by ship to PortMiami, which is one of the main U.S. seaports for imported stone and tiles.
I also see opportunities involving technology, education, and innovation. Spanish tech ventures are very interested in South Florida’s ecosystem. Spanish universities are developing projects in Miami, and Spanish firms offer solutions in such cutting-edge areas as urban mobility, smart cities, and cleantech that can help tackle challenges across the U.S.
What misconceptions might people have about Spain and Spanish business?
Some people still think our culture is all about long lunches and afternoon naps, but Spaniards have become more practical and direct. Spain has not been paella and siestas for a long time now. Today, Spain is more about innovation, technology, and a very international approach to business.
What advice do you give Spanish companies setting up in Miami?
I always insist: If you’re coming to Miami just to do business in the Spanish language with a similar culture to Spain, forget it. Come to Miami to do business with the U.S. If English is a problem, maybe you shouldn’t be coming. You need a solid U.S. market opportunity to make it. Language and culture help in Miami, but they’re not enough to succeed.
