As I stepped off the plane into the cool spring Valencia sunshine, I knew the next four days would be extraordinary. Joining a select group of architects, interior designers, and fellow journalists for Tile of Spain USA's 2025 Passport to Creativity Tour, I was about to experience firsthand the innovation and artistry that has positioned Spain at the forefront of the global ceramic tile industry. 

Returning for my second Passport to Creativity Tour, I found that revisiting Spain's ceramic landscape offered invaluable perspective—allowing me to track the industry's rapid evolution, deepen relationships with manufacturers, and notice subtle shifts in design trends that might escape first-time visitors, ultimately enriching my understanding of where Spanish ceramics is headed in 2025 and beyond

Day One: Architectural Wonders & A Warm Welcome

Our adventure began with architect Adrián Torres Astaburuaga guiding us through Valencia's architectural treasures. Walking through the futuristic City of Arts & Sciences, I was once again struck by the sweeping curves of L'Hemisfèric and the skeletal elegance of the Palau de les Arts Reina Sofía. The contrast between these contemporary marvels and the ornate tilework of the Central Market in the Old City highlighted Spain's seamless blend of tradition and innovation.

As evening fell, ASCER welcomed us to Bombas Gens, a remarkable art center housed in a meticulously restored former hydraulic pump factory. What made this venue special was the unexpected journey through time and space we experienced there. Beyond enjoying exquisite Spanish cuisine among fellow design enthusiasts, we were invited to participate in an extraordinary metaverse experience that transported us to Tutankhamun's tomb.

Donning AI headsets, I stood in Howard Carter's 1922 base camp, his voice guiding me through this pivotal archaeological discovery. The attention to detail was astonishing—I could freely explore Carter's notebook and the Valley of the Kings as if I were physically there. More than once, I jumped back from virtual scorpions and snakes that seemed all too real in this immersive environment. The three-dimensional recreation of the tomb and its treasures provided a unique perspective on ancient Egyptian culture that traditional exhibitions cannot match. I became engrossed in examining Carter's notes and listening to period music that enhanced the historical atmosphere. This unexpected fusion of cutting-edge technology and ancient history perfectly complemented our exploration of Spain's ceramic heritage, demonstrating how artistry transcends time when paired with innovation.

Day Two: Cevisama Exploration & Industry Insights

The next morning, we navigated Cevisama, iPhones in hand, as we discovered collections at the Keraben Grupo showroom. The striking visual storytelling across their Metropol, Ibero, and Keraben brands confirmed why Spanish manufacturers continue to lead global ceramic design trends.

At the Tile of Spain press conference, we heard from ASCER President Vicente Nomdedeu who outlined the current state of the Spanish tile industry. This was followed by a presentation on upcoming interior design trends from Observatorio de Tendencias del Hábitat. The announcement of the Tile of Spain Awards winners showcased truly inspired applications of ceramic in architecture and interior design.

The innovative Hotel Cevisama exhibition particularly captured our attention, as did deep dives into creative ceramic applications at Undefasa, Vives, and Natucer. 

Against the backdrop of a stabilizing Spanish ceramic tile industry, Vives Ceramica continues to exemplify the innovation and quality that have made Spain a dominant force in global tile exports. I had the opportunity to interview Jose Ruiz-Roscigno, business development director of Vives Ceramica and Vives by Grove, 

Day Three: Factory Visits & Craftsmanship in Castellón

Leaving the urban energy of Valencia behind, our journey to Castellón revealed the industrial heart of Spain's ceramic production. Walking the factory floor at Equipe, I watched in fascination as vibrant decorative tiles took shape before my eyes. The intricate production process gave me a newfound appreciation for the artistry behind each piece.

At Mainzu, we were mesmerized by the printing process that brings Spanish motifs to life with such precision and character. Their generous hospitality—offering refreshments before our departure—reflected the warmth I'd encountered throughout Spain.

Our final factory visit to Venux introduced me to the impressive world of large-format tile manufacturing. Observing how massive porcelain slabs transform from raw materials to finished designs helped me understand the technical innovation driving the industry forward.

Day Four: Final Explorations & Farewell

On our last day, I returned to Cevisama with fresh eyes, eager to capture the latest collections from Apavisa, Arcana Cerámica, Cevica, and other standout brands. We interviewed designers and architects and learned more about how they are pursuing the North American market. After lunch, we continued exploring booths from Halcón, Emotion, Cicogres, and several others, filling my Notes app with trends and photos to share with readers.

Before departing, we wandered through El Cabanyal, one of Valencia's most charming neighborhoods, where colorful ceramic facades tell stories of the region's rich heritage. Our farewell dinner at El Trinquet de Pelayo became a celebration of connections made, and inspirations gathered throughout our journey.

As I packed my suitcase—a bit heavier with product samples and a few treasures —I reflected on how this experience had deepened my understanding of Spain's ceramic legacy. Beyond the technical innovations and aesthetic achievements, the people's passion behind these tiles left the most lasting impression.