'We're always trying to improve our offer to Brits,' says Spain's tourism sec

Another area where Spain must pursue balance is between its aim to grow tourism spend and continuing to cater for a broad cross-section of potential tourist arrivals. Morillo recognises this cannot be to the detriment of value- conscious families and those seeking all-inclusive experiences, demand for which has been heightened due to the cost of living squeeze.

Spain was one of several European countries to experience unusually warm summers, which created the conditions for wildfires in Greece, Italy and Portugal. Morillo said Spain was working closely with the EU on strategies to mitigate the impacts of climate change, but rejected the narrative southern Europe was becoming “too hot” for tourism. “We haven’t seen a drop in numbers because of this issue,” she said.

New EU border rules

TTG’s conversation with Morillo came shortly after it was confirmed the Etias visa waiver scheme – the EU equivalent of the US Esta – has been further delayed until 2025; Etias visa waivers will be charged at €7, and will be valid for three years.

The scheme will be dependent too on the introduction of the EU’s entry-exit system – biometric checks at external EU borders, such as with the UK.

While not especially costly, both are set to become additional inconveniences of post-Brexit travel for Brits and their travel agents, who will have to decide whether this is a formality they shoulder for their clients. Morillo, though, said the new arrangements weren’t a major concern for Spain.

“We have to make sure any procedures we put in place are streamlined so they don’t affect the experience for people coming from the UK,” she said. “With any changes like this, the processes will get better with time, but so far – and I’ve seen the current design – I don’t foresee a big issue for British travellers.”

World Cup strategy

While Spain expects its investment in diversifying its tourism offering to start paying significant dividends in 2025/26, it has already embarked on a longer-term plan through 2030 when it will jointly host the Fifa World Cup with Morocco and Portugal.

Morillo said this would span the public and private sectors, focusing on sustainability, mobility, energy and talent management.

“If we don’t work together towards the same goal, we won’t make it for this World Cup or the next,” said Morillo. “It will be a great time to host it, and I look forward to seeing the results of this strategy.”