Spanish tourism continues to grow – despite protests
Katherine MastersTourist board vows to continue dispersing tourists to lesser-visited destinations and flattening seasonal peaks, while making the destination accessible for all
The Spanish Tourist Office has had a good year. Current tourism statistics show that from January to August this year, Spain received just under 64.3 million visitors (an 11 per cent increase year-on-year). For the UK specifically, there were 12.6 million visitors, representing an increase of 7.8 per cent year-on-year.
But if you’re one of the thousands of people who took to the streets in Mallorca, Menorca and Ibiza this year, protesting against mass tourism, safe to say you’re not viewing the numbers in the same positive light.
While the figures suggest the protests haven’t impacted on tourism arrivals, Spanish Tourist Office UK director Manuel Butler acknowledged the challenges remain: “We know there have been seasonal challenges and tourism peaks for quite some time which has put pressure on a number of destinations, not just in some areas of Spain, but in many popular tourism locations around the world. This results in challenges for residents such as access to affordable housing and congestion, as well as the environmental impact.”
The protests have strengthened the tourist board’s resolve in taking a proactive stance towards the dispersal of tourism numbers and seasonal peaks, with a new campaign in the works for 2025 entitled ‘Stay Longer, Discover More’.
Butler said: “Our overall aim is to create a tourism model that benefits both residents and visitors as well as our local environment. As always, we will continue to focus on geographical and seasonal diversification, as well as promoting longer and more sustainable holidays.”
He added: “Travel to Spain is safe and visitors continue to be welcomed with the same level of hospitality that our country is known for.”
Earlier this year, the tourist office launched a ‘Spain for All’ campaign that focuses on improving accessibility, eliminating discrimination, and improving diversity within the travel sector and that will be key talking point at WTM London with plans to continue the mission in 2025.
Spain will be hosting a panel focused on improving accessibility within the travel industry, featuring UK TV presenter and accessibility campaigner, Ade Adepitan, as well as key industry experts on the topic (Wed 6 Nov, 10.30, Stand N4-210.) Register via spain@wearelotus.co.uk.
Butler said: “This year, we launched our first travel industry advisory panel on accessibility which was a brilliant learning opportunity and a chance for us to listen to many people in the industry with lived experiences of disability, as well as experts in the industry. This culminated in the launch of our first Accessibility Findings Report. We are currently establishing a new set of tangible goals around accessible development which we aim to confirm by the end of 2024 with the aim of progressing these objectives in 2025.”
After dominating the World’s Top 50 Best Restaurants list this year, gastronomy is another hot topic for Spain, with representatives keen to emphasise the destination’s mix of tradition and culture, quality and creativity, and exceptional regional diversity.
Butler said: “One of the main points around our cuisine is the basis it’s quite simple and relies on fresh local ingredients and recipes that have often been passed down from generation to generation. But we also embrace and celebrate culinary innovation which is evidenced through many of our 1,000+ Michelin star restaurants. This is in addition to 49 Spanish restaurants with Michelin Green Stars, further illustrating our country’s commitment to sustainable practices.”
Other key tourism pillars include rural tourism, second cities (and lesser-known cities), sustainable and eco-tourism, sports and active adventures, culture and heritage, health and wellbeing, luxury tourism, shopping and MICE.
At WTM London: The Spanish Tourist Office will be exhibiting at stand N4-210
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Katherine Masters
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