How Juanma Moreno Became the First PP Leader to Take Power in Andalusia. Juanma Moreno turned the worst-ever PP result in Andalusia into a victory, becoming the first to strike a deal with Vox. His career is an example of resilience and political compromise in the region.
In Andalusia, there has been no more unexpected political rise in recent years than that of Juanma Moreno. In 2018, he managed to bring the regional branch of the Partido Popular to power, despite the party's historically weak result. At that time, the PP won only 26 seats in parliament, but it was this result that became the key to changing power after nearly 40 years of PSOE dominance. Moreno became the first PP leader who not only reached agreements with Ciudadanos and Vox but also became president of the autonomous community, reshaping the region's political landscape.
Moreno's path to the top was far from smooth. In the early 2010s, his candidacy raised doubts even within his own party, and the rivalry with then-favorite Susana Díaz seemed hopeless. Internal criticism and skepticism followed him at every stage, but the support of Mariano Rajoy played a decisive role. It was the former prime minister who insisted that Moreno lead the Andalusian PP, despite resistance from María Dolores de Cospedal, who backed another candidate.
Moreno began his political career at 19 by joining the PP, and by 25, he led Nuevas Generaciones de Andalucía. He soon became a municipal councilor in Malaga, and then rose through every level of power—from the regional parliament to secretary for social affairs in Rajoy's government. His biography is an example of how persistence and the ability to forge alliances can lead to success even in the most challenging circumstances.
In 2018, when the PSOE won the elections again but failed to form a majority, Moreno took advantage of a unique situation. For the first time in the region's history, the PP, Ciudadanos, and Vox joined forces to oust the Socialists from power. Moreno became the first PP leader to sign an agreement with Vox, sparking significant public debate. Later, he distanced himself from the far right, strengthening his image as a moderate politician and focusing on his own 'Juanma' brand, which became more recognizable than party symbols.
Close associates note that Moreno has faced setbacks multiple times: in 2004, he did not win a seat in Congress, and not everyone in the Andalusian PP backed his leadership bid. Nevertheless, his persistence and ability to persevere even under the most difficult circumstances allowed him to win an absolute majority in the next elections. According to RUSSPAIN, such political twists are rare in Spain, making Moreno’s story especially remarkable.
In recent years, there has been growing talk around Moreno about his detachment from the region’s real problems. Despite macroeconomic successes, Andalusia continues to struggle with low GDP per capita and high poverty rates. Some observers liken this phenomenon to the 'San Telmo syndrome'—the effect of absolute power, where a leader loses touch with the everyday difficulties of residents. Similar risks for those in power have already been discussed in other regions, for example, in articles about court rulings in Castile and León, where The Supreme Court has overturned the verdict in the high-profile case.
Moreno has never hidden that since his youth he dreamed of leading Andalusia. His family, who moved back to Malaga from Barcelona, went through hardships, and the politician himself often emphasizes that he grew up surrounded by people with diverse political views. In his office hang photographs of the Kennedy brothers and Barack Obama, and in his memoirs he notes his respect for Pepe Mujica. In seven years at the helm of the region, Moreno has built an image as a 'normal' and approachable politician, which has allowed him to strengthen his position even among skeptics.
For reference: Andalusia is Spain’s most populous region, traditionally considered a stronghold of the Socialists. The change of power in 2019 became one of the country's most notable political events of the decade. In recent years, the region has faced challenges in the economy and social sphere, and political alliances continue to play a key role in the governance of the autonomy.
