Paraguay’s tourism sector has entered a new stage of growth, with more international visitors discovering the country’s unique culture, warmth and natural beauty. In this context, the hotel industry plays a decisive role in shaping the image of Paraguay as a competitive destination in the region. At the centre of this transformation stands Josefina Otero Rey, a professional with nearly two decades of experience who has become one of the most influential voices in the sector.
As Country Manager of Horwath HTL in the country, founder of Noddo Hotels, and current President of the Paraguayan Hotel Industry Association, her vision combines professionalism, innovation, and a profound human sense. The Asunción Times sat down with her for an interview.
From waitress to industry leader
From the age of 18, Josefina knew that hospitality would be part of her life.
“I began as a waitress in a hotel and discovered that service was not only about attending to people, but about creating memorable experiences for them. That passion led me to study and to work in different areas, until I reached general management positions,” she recalls.
The constant pursuit of excellence enabled her to work in different hotels across the region and eventually to arrive in Paraguay, a country she came to more than a decade ago while accompanying a project. “From the very first day I found immense potential. The warmth of the people and the opportunity to develop a growing industry made me stay,” she affirms.
Her time as General Manager of the Dazzler Hotel Asunción marked a turning point in her career. “It was an incredible school. Managing one of the largest hotels in the country allowed me to consolidate my leadership style: results-oriented, but always with a human focus.”
In 2022 she assumed the presidency of the Paraguayan Hotel Industry Association (Asociación Industrial Hotelera del Paraguay), with the mission of giving greater prominence to the sector on the national agenda. “We want more investment in tourism promotion and to consolidate Paraguay as a competitive destination in the region.”
With the experience acquired, Josefina decided to found Noddo Hotels, a management company that seeks to raise the standards of the Paraguayan market. Her proposal is centred on profitability based on the guest experience, with autonomous and motivated teams.
“My vision was clear: more profitable hotels, more technological, with happy teams. Profitability is born from excellence in experiences.”
Advice for hotel entrepreneurs from Josefina Otero
The traveller’s profile has radically changed. “Today, people seek authentic experiences: technology that simplifies their stay, design that inspires, and personalised service. A good breakfast and a comfortable bed are no longer enough. Guests want to feel that the hotel understands their lifestyle and connects them with the city they are visiting.”
Aware that more and more people are investing in hotel projects in Paraguay, Josefina offers three essential pieces of advice:
- Understand the market and do not copy foreign models without adapting them.
- Invest in technology from the very beginning.
- Place the guest at the centre of the strategy, because the experience is the key to long-term profitability.
She also notes that in order to guarantee the viability of a project, serious feasibility studies, clear brand positioning, a commercial plan with dynamic rates, and a motivated team are required. “The best strategies fail if the people who execute them are not inspired,” she emphasises.
A legacy of innovation
The future that Josefina imagines for Paraguayan hospitality can be summarised in three words: professionalisation, authenticity, and innovation. Her wish is to leave behind a legacy of inclusive leadership that empowers teams and makes Paraguayans proud to welcome the world.
Beyond management, Josefina Otero recognises that her greatest motivation is personal: “I am inspired by seeing how a hotel can transform communities. It generates employment, drives local economies, attracts culture and investment. But I am also inspired by my son, who is my greatest teacher on inclusion. He reminds me every day that hospitality begins with empathy, and openness towards diversity.”
