tourism potential in spain

Travel, Tourism & Hospitality

Tourism sector in Spain - statistics & facts

Who visits spain the most, how popular is domestic tourism in spain, key insights.

Detailed statistics

Quarterly travel and tourism balance of payments in Spain 2018-2022

Tourism premises in Spain 2015-2021

Tourism employment in Spain 2020-2021

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Inbound tourism volume in Spain 2023, by origin

Tourism contribution to Spanish GDP 2006-2023

Destinations

Inbound tourism volume in Spain 2023, by region of destination

Related topics

Tourism in spain.

• Inbound tourism in Spain
• National tourism in Spain
• Tourism in Barcelona
• Travel and tourism in the Canary Islands

Tourism in Europe

• Travel and tourism in Europe
• Backpacking in Europe
• Wine tourism in European countries
• Cruise industry in Europe
• Overtourism in European destinations

Travel trends

• Subscription model in the travel industry
• Mobile travel trends
• Travel and tourism in the metaverse
• Artificial intelligence (AI) use in travel and tourism

Recommended statistics

• Premium Statistic Leading European countries in the Travel & Tourism Development Index 2021
• Premium Statistic Tourism contribution to Spanish GDP 2006-2023
• Premium Statistic Tourism sector as share of GDP in Spain 2010-2021
• Premium Statistic Monthly growth rate of tourism GDP in Spain 2022
• Premium Statistic Tourism employment in Spain 2015-2021
• Premium Statistic Tourism employment in Spain Q4 2022, by industry

Leading European countries in the Travel & Tourism Development Index 2021

Leading European countries in the Travel & Tourism Development Index (TTDI) in 2021

Contribution of the tourism sector to the gross domestic product in Spain from 2006 to 2022, with a forecast for 2023 (in billion euros)

Tourism sector as share of GDP in Spain 2010-2021

Contribution of tourism to gross domestic product in Spain from 2010 to 2021

Monthly growth rate of tourism GDP in Spain 2022

Percentage change in the contribution of travel and tourism to GDP in Spain from January to December 2022

Tourism employment in Spain 2015-2021

Number of employees in the tourism sector in Spain from 2015 to 2021 (in 1,000s)

Tourism employment in Spain Q4 2022, by industry

Number of people working in the tourism sector in Spain in 4th quarter 2022, by industry (in 1,000s)

Tourism volume and expenditures

• Premium Statistic Inbound visitors in Spain 2000-2023
• Premium Statistic Inbound tourism volume in Spain 2023, by origin
• Premium Statistic International tourism spending in Spain 2012-2022
• Premium Statistic Domestic trips in Spain 2015-2022
• Premium Statistic Domestic trips in Spain 2022, by destination
• Premium Statistic Domestic tourism spending in Spain 2015-2022
• Basic Statistic Share of travel and tourism spending in Spain 2022, by traveler origin

Inbound visitors in Spain 2000-2023

Number of international visitors in Spain from 2000 to 2023 (in millions)

Number of international tourists in Spain in 2023, by country of residence (in 1,000s)

International tourism spending in Spain 2012-2022

Expenditure of international tourists in Spain from 2012 to 2022 (in billion euros)

Domestic trips in Spain 2015-2022

Number of domestic trips in Spain in 2015 to 2022 (in millions)

Domestic trips in Spain 2022, by destination

Number of domestic trips in Spain in 2022, by autonomous community of destination (in millions)

Domestic tourism spending in Spain 2015-2022

Expenditure of domestic tourists in Spain from 2015 to 2022 (in billion euros)

Share of travel and tourism spending in Spain 2022, by traveler origin

Distribution of expenditure by tourists in Spain in 2022, by main origin

• Premium Statistic Inbound tourism volume in Spain 2023, by travel reason
• Premium Statistic Domestic trips in Spain 2022, by travel reason
• Basic Statistic Share of travel and tourism spending in Spain 2022, by purpose
• Premium Statistic Inbound trips for cultural purposes to Spain 2010-2022
• Premium Statistic Number of enotourists in Spain 2008-2022
• Premium Statistic Number of skiers and snowboarders in Spain 2010-2022
• Premium Statistic Pilgrims on the Way of Saint James 2011-2022

Inbound tourism volume in Spain 2023, by travel reason

Number of international tourists in Spain in 2023, by travel purpose (in 1,000s)

Domestic trips in Spain 2022, by travel reason

Number of domestic trips in Spain in 2022, by travel purpose (in millions)

Share of travel and tourism spending in Spain 2022, by purpose

Distribution of expenditure by tourists in Spain in 2022, by main travel purpose

Inbound trips for cultural purposes to Spain 2010-2022

Number of trips for cultural reasons made by international tourists to Spain from 2010 to 2022 (in 1,000s)

Number of enotourists in Spain 2008-2022

Number of visitors to wineries and wine museums in Spain from 2008 to 2022 (in 1,000s)

Number of skiers and snowboarders in Spain 2010-2022

Number of visitors to ski resorts in Spain from 2010/2011 to 2021/2022 (in 1,000s)

Pilgrims on the Way of Saint James 2011-2022

Number of pilgrims who traveled to Santiago de Compostela, Spain from 2011 to 2022

• Premium Statistic Tourism premises in Spain 2015-2021
• Premium Statistic Share of tourism companies in Spain 2021, by size
• Premium Statistic Main hotel groups in Spain FY2021, by sales revenue
• Premium Statistic Main passenger airlines in Spain 2022
• Premium Statistic Main travel agencies in Spain FY2021, by sales revenue
• Premium Statistic Main restaurants and food stall companies in Spain FY2021, by sales revenue
• Premium Statistic Ecotourism businesses' average revenue in Spain 2022, by type

Number of establishments in the tourism sector in Spain from 2015 to 2021

Share of tourism companies in Spain 2021, by size

Distribution of businesses in the tourism sector in Spain in 2021, by size

Main hotel groups in Spain FY2021, by sales revenue

Leading hotel companies in Spain in FY2021, based on sales revenue (in million euros)

Main passenger airlines in Spain 2022

Leading airlines in Spain in 2022, based on number of passengers (in millions)

Main travel agencies in Spain FY2021, by sales revenue

Leading travel agencies in Spain in FY2021, based on sales revenue (in million euros)

Main restaurants and food stall companies in Spain FY2021, by sales revenue

Leading restaurant and food stall companies in Spain in FY2021, based on sales revenue (in million euros)

Ecotourism businesses' average revenue in Spain 2022, by type

Average revenue of ecotourism establishments in Spain in 2022, by type (in 1,000 euros)

Main destinations

• Premium Statistic Main coastal destinations in Spain 2022, by number of hotel guests
• Premium Statistic Most visited cities in Spain 2022
• Premium Statistic Attendance to Spanish National Heritage sites 2022
• Premium Statistic Attendance to Spanish national parks 2022
• Premium Statistic Cruise ship calls at Spanish ports 2022, by authority
• Premium Statistic Enotourism destination areas in Spain 2022, by region

Main coastal destinations in Spain 2022, by number of hotel guests

Leading beach destinations in Spain in 2022, based on number of overnight tourists in hotels (in 1,000s)

Most visited cities in Spain 2022

Leading city destinations in Spain in 2022, by number of tourists (in 1,000s)

Attendance to Spanish National Heritage sites 2022

Number of visitors to National Heritage sites in Spain in 2022 (in 1,000s)

Attendance to Spanish national parks 2022

Number of visitors to national parks in Spain in 2022 (in 1,000s)

Cruise ship calls at Spanish ports 2022, by authority

Number of cruise vessels calling at ports in Spain in 2022, by port authority

Enotourism destination areas in Spain 2022, by region

Number of Wine Routes in Spain in 2022, by autonomous community

Online travel market

• Premium Statistic Quarterly online revenue of accommodation businesses in Spain 2014-2022
• Premium Statistic Quarterly online revenue of travel agencies & tours operators in Spain 2014-2022
• Premium Statistic Airbnb revenue in Spain 2015-2020
• Premium Statistic Willingness to purchase tourism services online in Spain 2019-2022
• Premium Statistic Average spend on tourism services booked online in Spain 2018-2022
• Premium Statistic Hotel / private accommodation online bookings by brand in Spain 2023

Quarterly online revenue of accommodation businesses in Spain 2014-2022

E-commerce revenue of hotels and similar establishments in Spain from 1st quarter 2014 to 4th quarter 2022 (in million euros)

Quarterly online revenue of travel agencies & tours operators in Spain 2014-2022

E-commerce revenue of travel agencies and tour operators in Spain from 1st quarter 2014 to 4th quarter 2022 (in million euros)

Airbnb revenue in Spain 2015-2020

Revenue of Airbnb in Spain in 2015, 2019, and 2020 (in million euros)

Willingness to purchase tourism services online in Spain 2019-2022

Share of individuals who intended to buy travel products and services online in Spain from 2019 to 2022

Average spend on tourism services booked online in Spain 2018-2022

Average spend on travel products and services bought online in Spain from 2018 to 2022 (in euros)

Hotel / private accommodation online bookings by brand in Spain 2023

Hotel / private accommodation online bookings by brand in Spain as of December 2023

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Next stop for Spanish tourism excellence: Sustainability

Tourism is vital to Spain. The country’s natural attractions and cultural assets draw crowds from around the world—making many of its communities reliant on tourism. Pre-pandemic, Spain was the second-largest tourism destination in the world, drawing 84 million visitors in 2019 who brought over €92 billion in revenue. 1 “Spain: Economic and infrastructural situation,” Climate ADAPT, Climate ADAPT website, updated March 15, 2021; “Satellite account of tourism in Spain,” INE, January 7, 2022. Travel and tourism accounted for around 14 percent of Spain’s total GDP and provided one in eight jobs. In some communities, tourism contributed to over 20 percent of all economic activity . While these figures plummeted during COVID-19, travel and tourism is recovering and Spain remains dependent on success in tourism.

Spain’s tourism sector now faces new challenges. Fears of a global recession, and geo-political uncertainty, could put pressure on tourism. And as travel resumes in an era of high inflation, Spain will likely face stiff competition from several destinations that also offer sunshine and coastal vacations at similar, or lower, prices—Egypt, Greece, and Turkey, for example.

The sector also faces physical and economic threats due to climate change. The Mediterranean basin is getting warmer: the number of days above 37°C in southern Spain is expected to double by 2050 and rising temperatures increase the risk of drought, water stress, wildfires, and floods. 2 “ A Mediterranean basin without a Mediterranean climate? ” McKinsey Global Institute, May 2020. Extreme weather is already evident as the pre-summer season of 2022 saw temperatures climb above 40°C in Seville. 3 “Spain is hit by the hottest pre-summer heatwave for 20 years as temperatures climb to 43 C,” Euronews, June 14, 2022. An increase in the number of “too hot” days could discourage tourism, particularly in peak season. For instance, a 2022 survey by a travel insurance company found that 65 percent of UK holiday makers thought Spain would be too hot to visit by 2027. 4 Charlotte Elton, “Spain, Greece, Turkey: Most Brits think holiday hotspots will be ‘too hot’ to visit by 2027,” Euronews, September 9, 2022.

Of course, Spain’s tourism sector cannot combat climate change alone. But this backdrop underscores the urgency to act. Globally, tourism is a significant contributor to emissions, and Spain can play a role in emissions reduction. In 2019, tourism was responsible for about 11 percent of greenhouse gas emissions, worldwide. Of this, the largest emissions came from domestic and international tourism in China, India, and the United States. Compared to these top three, Spain ranks at number 16 for emissions from tourism. 5 Sustainability in travel 2021: Quantifying tourism emissions for destinations, Skift Research, June 2021. Considering the size of Spain’s tourism industry, the country compares well against these destinations, but there is room for improvement.

Spain can set itself apart by prioritizing sustainability, including environmental issues such as water usage, plastic waste, carbon emissions, and social issues such as how tourism affects local communities. Globally, travelers are becoming more aware and are seeking out vacations with less impact on the environment and on local communities. Sustainability could become a key differentiator.

Furthermore, sustainable travel could draw discerning premium travelers who will likely be willing to pay for offerings that uphold their values. But efforts to draw these travelers will need to extend beyond marketing and involve real operational changes. Gen Z travelers, in particular, don’t care what tourism businesses say about their sustainability efforts, they want to see it in practice. 6 Dawit Habtemariam, “Tourism’s sustainability pitch needs to be more subtle for Gen Z,” Skift, March 8, 2023. Gen Zs, who typically have a heightened awareness of climate change, are looking for eco-friendly accommodation options. Skift found that 38 percent of Gen Zs across the world would consider staying in green accommodation on their next holiday, compared to the 33 percent response rate of those over 25. 7 Mary Ann Ha, “Meeting the high expectations of the Gen Z traveler: New report,” Skift, June 21, 2022.

This article examines the key aspects of sustainability that are relevant to travel and tourism and suggests ways in which stakeholders across Spain’s tourism sector could prioritize and invest in sustainable offerings. Such actions can ensure that this important sector remains competitive, and help to safeguard its assets for future generations.

Spain is a leading destination, but faces strong competition and a tough operating environment

The physical and economic consequences of climate change, global economic environment, strong competition, and changing consumer preferences all put pressure on the sector. Worldwide, rising inflation could prompt consumers to cut back on travel, or “downtrade” to cheaper destinations. While “revenge travel” boosted tourism as travel restrictions eased, the threat of a looming recession could dampen appetite for travel.

European travelers want to visit beaches that are conveniently close, warm, and affordable. The largest outbound markets for sun and beach tourism include Germany, the United Kingdom, Scandinavia, the Netherlands, Belgium, and Austria. Spain is a popular destination for sun and sand, accounting for almost one-third of international overnight trips to the EU’s coastal areas in 2021. 8 Eurostat dataset: Nights spent at tourist accommodation establishments by degree of urbanization and coastal/non-coastal area, accessed January 18, 2022. But, Spain competes with other destinations, in the Mediterranean and beyond, that cater to these tourists.

Even if overall demand falls, select locations across the country are at risk of over-tourism. Pre-COVID-19, a World Economic Forum report placed Spain first out of 140 competitive countries in travel and tourism. 9 The Travel & Tourism competitiveness report 2019, World Economic Forum, September 4, 2019. The report warned that one-third of international arrivals are concentrated in the top ten countries, and this concentration can lead to severe pressure, and negative effects, on tourism infrastructure and services as well as local populations.

Several Spanish beach destinations have struggled with unruly visitors, and some cities have experienced an anti-tourism backlash in the wake of overcrowding. 10 “Irish tourist seriously injured in fall from balcony in Spain,” Murcia Today, May 5, 2022; “Why Barcelona locals really hate tourists,” Independent , August 12, 2017. Authorities have stepped in to manage the situation in specific locations. For example, in 2020, Spain introduced new laws to limit alcohol consumption at all-inclusive resorts in the Balearic Islands. 11 “Britons limited to six drinks a day in Ibiza and Majorca on all-inclusive breaks,” Evening Standard, April 29, 2022. And several cities, including Madrid and Barcelona, introduced stricter regulations for private short-term accommodation rental to tourists to protect the long-term housing market. 12 “Barcelona wants to ban renting private rooms to tourists,” Bloomberg, February 5, 2021; “Barcelona takes on Airbnb,” New York Times, September 22, 2021.

These efforts could make tourism more sustainable for the long term. But the industry itself may be adding to conditions that make tourism unsustainable for the local workforce. Seasonality is a major hurdle in this regard. The country’s core tourism destinations have high seasonality, leading to peaks and troughs in employment. Unemployment reaches around 20 percent in the low season (exhibit).

A focus on all aspects of sustainability can improve the sector’s (and the country’s) perception and reputation—and ultimately affect tourists’ willingness to visit.

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What sustainability means for travel and tourism.

Sustainability is becoming increasingly important to travelers. In 2022, Booking.com found that more than 70 percent of global travelers intend to travel more sustainably over the next year (a 10 percent increase on the company’s 2021 survey) and 35 percent said that the sustainability efforts of accommodation and transport providers play a strong role in their booking decisions. 13 Sustainable travel report 2022 , Booking.com.

But what does sustainable travel mean? According to the World Tourism Organization, sustainable tourism addresses the needs of visitors, the industry, the environment, and host communities based on three interdependent factors: 1) social sustainability (respect for the socio-cultural authenticity of host communities, support for local businesses, and levels of tourism that are acceptable to local communities); 2) environmental sustainability (measures to reduce environmental impact and preserve natural heritage and biodiversity); and 3) economic sustainability (business models that achieve economic growth without negatively impacting social, environmental, or cultural aspects of communities). 14 “Sustainable development,” UNWTO website.

By improving environmental and social sustainability, organizations across the travel and tourism value chain can strengthen their business models and reach economic sustainability. Without considering social and environmental factors, economic viability may be difficult to reach or maintain in the long term.

Several countries are taking an integrated approach to tourism development with the goal of becoming more resilient, sustainable, and inclusive. In some instances, this means adapting a country’s tourism offerings to reduce seasonality and the strain it puts on local infrastructure and resources. Increasing visitors in off-peak periods can lead to year-round jobs and businesses. For example, Slovenia has committed to 20 projects to transform mountain destinations into year-round resorts for active holidays outside of ski season. 15 OECD tourism trends and policies 2022, OECD. And Norway’s “Norway all year round” plan aims to spread tourist traffic across several locations and seasons. The plan intentionally does not market Norway as a cruise destination and aims to attract travelers in source markets who are available to travel all year round, and have the means to do so. 16 “Making Norway an all-year-round destination,” Sustainable Tourism in the North website.

Transforming the tourism workforce

New Zealand’s Tourism Industry Transformation Plan begins with a focus on the workforce as the core element of developing a thriving tourism system. The plan paves the way for better experiences for those within the industry as a way to deliver better outcomes for employees, businesses, and visitors.

The plan puts forward new ways of working, for instance, to improve employment standards and practices relating to decent pay and career progression, and to provide fit-for-purpose education and training.

Another innovation “embrace the flux, enable the flex” aims to reframe the tourism industry’s attitude to seasonality. Rather than the peaks and troughs being a barrier to attracting and retaining employees, the industry can use peaks and troughs to its advantage to upskill people, provide consistent employment, and reduce barriers to people holding multiple jobs across the year and across sectors.

One of the initiatives involves collaboration between tourism and conservation employers to help employees maintain stable employment, remain in regions with limited employment offerings, and support the wider community. It also enables tourism employees to gain local conservation knowledge and skills, and those workers can then share their expertise and insights with visitors and increase the value of the tourism offering in the region.

Source: Tourism Industry Transformation Plan: He Mahere Tiaki Kaimahi, Better Work Action Plan, New Zealand Government, March 2023.

Other country-level social and economic sustainability initiatives focus on the tourism workforce. New Zealand recently launched a transformation plan aimed at improving conditions for those who work in the tourism industry, as a basis for transforming the entire sector (see sidebar “Transforming the tourism workforce”).

Travel businesses have also taken steps to reduce the effects of seasonality on the local workforce, for example, by sharing staff. In Geneva, the Ice Castles attraction that has a four-month winter season shares staff with the Lake Geneva Ziplines & Adventures company. This provides extra work and helps to retain staff at both businesses each season. 17 Nathan Andrew, “How to maximize the value of tourism shoulder season,” Blend, August 2021.

The social, environmental, and economic aspects of sustainability are intertwined in global consumers’ perspectives. Booking.com respondents around the world said they chose sustainable options because they wanted to reduce their impact on the environment, have a more locally relevant experience, or believed that sustainable properties treat communities better. 18 Sustainable travel report 2022 , Booking.com.

Spanish respondents held similar views on sustainability as their global counterparts—they are concerned about waste and energy consumption, and 79 percent intend to walk, cycle, or take public transport during future trips. Respect for local communities is important, too, as 68 percent want authentic experiences that are representative of local culture. In addition, 68 percent will go out of their way to avoid popular destinations and attractions to avoid contributing to overcrowding. 19 Sustainable travel report Spain 2022 (Informe Global Sobre Turismo Sostenible 2022) Booking.com.

Considering that in 2019, 45 percent of tourism spend in Spain was domestic, Spanish traveler sentiment is particularly relevant to Spain’s tourism offerings, for locals and international tourists alike. 20 Global travel service data from Oxford Economics.

Globally, hospitality providers may be at risk of not meeting customer expectations around sustainability as there is a gap between what consumers want and what exists in the market. An earlier Booking.com survey spanning 30 countries—Spain being one of them—found that one-quarter of accommodation providers had not implemented any sustainability measures; and for those that had, only one-third actively informed their customers about the measures they had taken—and this usually happened at check-out. 21 Sustainable travel report 2021, Booking.com.

Taking action on sustainability (and actively communicating what has been done) could bridge this gap, attract new travelers, and help Spain’s tourism sector to flourish while doing good for local communities and the planet. Much of McKinsey’s research on sustainability shows that doing well and doing good are not mutually exclusive —these actions reinforce each other. Industry-wide commitment to sustainability could help to differentiate the sector, and respond to consumer needs, thereby increasing the chances of economic sustainability.

How sustainability-related initiatives provide a unique experience

Destinations around the world have demonstrated that environmental and social sustainability initiatives can protect resources and promote local communities—and become flagship projects that garner international recognition and draw visitors looking for meaningful and authentic travel experiences.

• A Dutch partnership between national NGOs and local communities created a new way to maintain beaches without threatening biodiversity. The initiative involved locals and tourists and led to a new certification method, a first around the world. In 2021, Goeree-Overflakkee was awarded the first “Green Beach” certification, and in 2022 became known as the cleanest beach in the Netherlands. 1 “Green Destinations top 100 stories 2022: Together for a new standard in biodiverse green beaches,” Green Destinations website.
• The Greek region of Attica was named the world’s leading sustainable tourism destination in 2022 by the World Travel Awards based on its cultural wealth, natural beauty, modern infrastructure, and the comprehensive plan implemented by the region in order to turn Attica into the first “green” region. 2 “World's leading sustainable tourism destination 2022,” World Travel Awards website.
• Visitors to Hiiumaa island in Estonia usually rely on private cars to visit key attractions. To provide visitors with a lower-carbon mobility option and a more authentic, nature-based experience of the island, a local entrepreneur created an electric bicycle network (including solar power loading stations) which has become popular with tourists and locals. 3 “Green Destinations top 100 stories 2022: Carbon neutral and local, new opportunities in tourism and public transport in Estonian’s green island Hiiumaa,” Green Destinations website.
• In Istria, Croatia, around half of tourists stay in small, private accommodation. Eco Domus is a certification program that teaches private accommodation providers sustainability practices on topics including water, food, health, and light and noise pollution. The aim is to provide better quality, and more sustainable, local offerings. 4 “Green Destinations top 100 stories 2022: Eco Domus, eco-friendly accommodation,” Green Destinations website.

Of course, taking action requires time, resources, and investment. Individual hotels or tourism businesses may have little incentive to redefine core offerings or invest in infrastructure to demonstrate that sustainability is important to them. But businesses that begin to differentiate themselves could reap the benefits. Many destinations in the region provide examples of how sustainable offerings can become a drawcard for visitors, and earn international acclaim and prestige (see sidebar “How sustainability-related initiatives can offer tourists a unique experience”).

The path toward eco-friendly travel in China

Actions to advance sustainability across spain’s tourism sector are emerging.

Spain developed a Sustainable Tourism Strategy 2030, a national agenda to help the tourism sector address medium- and long-term challenges including socioeconomic and environmental sustainability. 22 “Sustainable tourism strategy of Spain 2030,” Spain’s Ministry of Industry, Trade and Tourism. Even though this national sustainability strategy is in place, there are limited mechanisms to help small businesses partake and contribute. This is particularly challenging as small- and micro-sized businesses make up the vast majority of all businesses in the country’s tourism sector. According to Statista, micro-size businesses account for around 92 percent of Spain’s travel, tourism, and hospitality businesses. Small businesses make up just over 7 percent, and medium and large businesses account for the remaining half a percent. 23 Statista, Distribution of businesses in the tourism sector in Spain in 2020 by size, June 2022.

This fragmentation can halt progress and collective action, for instance in emissions reduction. Spain’s large hospitality providers are making efforts to reduce carbon emissions, and many are pioneers in the field: Melia opened Menorca’s first carbon-neutral luxury hotel in 2022, showcasing carbon-neutral operations, “intelligent” energy-efficient buildings, and circular models for water resources. 24 Tom Otley, “Melia opens Villa Le Blanc By Gran Meliá in Menorca, Spain,” Business Traveller, July 20, 2022. Iberostar has committed to becoming carbon neutral by 2030—a target that is 20 years ahead of many other international hospitality brands. 25 “Iberostar will be carbon neutral by 2030, 20 years ahead of the industry’s global target,” Iberostar press release, November 8, 2022.

In general, smaller and medium-size providers’ goals and targets are less ambitious than those of international peers, presumably because the economic benefits of such actions are unclear, or they may fear first-mover disadvantages like higher costs. Various Spanish hotel chains have committed to reducing emissions by 20 to 35 percent, with timelines ranging from 2030 to 2035. By comparison, many international brands have committed to net zero by 2050 and have strict measures in place to achieve this.

According to the Greenview Hotel Footprinting Tool, which calculates the carbon footprint of a hotel stay anywhere in the world, Spain is among the best-performing countries in terms of low-carbon room footprint and meeting footprint. While this tool points to a strong focus on water-, waste- and emissions-reduction in Spanish hotels, it is difficult to assess what actions many smaller hotels and other tourism businesses are taking on the sustainability front.

Sustainable tourism in Valencia

Valencia claims to be the first city in the world to track the carbon footprint of all tourism activities in the city and has committed to achieving carbon-neutral tourism by 2025. 1 “Valencia becomes the first city in the world to verify and certify the carbon footprint of its tourist activity,” Valencia Tourism official website, July 10, 2020.

Valencia’s official tourism website features sustainable tourism as a key element and makes sustainable offerings visible. For instance, the website encourages visitors to reduce emissions by taking public transport or traveling by bicycle and to support the local economy by shopping at smaller, local stores. It also offers tips on how to be a “responsible tourist who is committed to the environment at all times” such as using energy and water sparingly, recycling, reducing plastic, and respecting local residents.

In this way, the city has positioned itself as “the city taking care of the planet” and made sustainability its differentiating factor.

Even though there may not be concerted and unified action on social and environmental sustainability across the sector, success stories exist of initiatives being put in place that make sustainability a key differentiator (see sidebar “Sustainable tourism in Valencia”). Sector-wide efforts could increase investment into sustainable offerings, make these more visible to tourists, and ultimately position Spain as the destination of choice for sustainable travel.

How Spain could become a sustainable destination of choice

Individual travel and tourism businesses’ environmental and social sustainability efforts need to achieve critical mass if Spain is to become known as a leading destination for sustainability-conscious travelers. These actions are also vital to preserve the sector’s economic sustainability. Collective and concerted action is required to build momentum. All stakeholders have a role to play in addressing the sector’s rationale for action, setting a clear course, and developing the support structure to achieve it.

Identify the value at stake. The sector could take a high-level view to evaluate the status quo, benchmark where Spain could be, and quantify the costs and benefits of prioritizing sustainability throughout the sector, at scale. All stakeholders including policy makers, government, and industry could jointly develop a sustainable travel concept for the sector with a clearly articulated justification for action.

Costa Rica provides an example of a national tourism strategy focused on sustainability. The industry is aligned with national objectives to protect the country’s forests and biodiversity. National parks, nature reserves, and protected areas make up around one-quarter of Costa Rican territory and the sector promotes ecotourism and sustainable offerings that support the conservation of these areas. 26 “Costa Rica, a country committed to the environment,” Aquae Fundacion, July 6, 2021.

Spain’s stakeholders could also agree on industry-wide standards, as having these in place would likely accelerate the transition to sustainable tourism. Standards that align the motivations of different stakeholders and take into account the interests of all parties have a greater chance of adoption. For example, including mandatory sustainability criteria in the hotel star rating system could bring the motivations of hotel owners and operators into alignment. 27 “The path toward eco-friendly travel in China,” McKinsey, March 14, 2023. Setting unified sector sustainability targets could also boost the credibility of sustainability claims or commitments made by individual businesses.

Define a strategy. This includes establishing initiatives to address specific concerns such as decarbonization, water usage, waste management, or overcrowding and setting targets and practical actions to achieve them. For instance, one initiative in Costa Rica—as part of its conservation effort—is a ban on single-use plastic in national parks, biological reserves, and national monuments. 28 “Costa Rica, a country committed to the environment,” Aquae Fundacion, July 6, 2021.

In another example, Iceland set a strategy to reduce seasonality—a long-standing challenge for Icelandic tourism. In 2010, close to half of travelers visited the country during the summer months of June, July, or August. The travel industry, with support from the government and others, launched an international marketing campaign to promote Iceland as a year-round destination. Winter activities such as viewing the Northern lights, snowmobiling, and glacial treks became popular with visitors. Between 2010 and 2019 the share of tourists that visited in summer fell from around 50 to 34 percent, while tourist arrivals continued to grow. 29 Icelandic Tourist Board, Isavia, visitor departure statistics.

Once the strategic direction is set, sector-wide initiatives can be put in place. In New Zealand, a collaborative and concerted effort involving public and private organizations gave rise to the Tiaki Promise, a pledge that encourages visitors to take care of the country’s natural resources: “While traveling in New Zealand, I will care for land, sea, and nature, treading lightly and leaving no trace; travel safely, showing care and consideration for all; and respect culture, traveling with an open heart and mind.” One collaborator in the initiative, Air New Zealand, released an in-flight safety video that introduced the promise to travelers. 30 Kresentia Madina “The Tiaki Promise encourages tourists to care for New Zealand’s nature,” Green Network, August 26, 2022.

It is also important to rank individual measures to address challenges to ensure that competing priorities do not hinder progress. Collective action will have the most impact if all stakeholders are committed to the same issues.

Many travel and tourism businesses across the world have developed and successfully marketed sustainable products and services, such as low-impact tourist offerings that are less harmful to the environment or local communities. In fact, many travel guides publish editions dedicated to sustainable offerings. 31 Examples include Fodor’s Green Travel: The world’s best eco-lodges and earth-friendly hotels and Lonely Planet’s The sustainable travel handbook . Spain’s tourism providers could follow suit. And the sector could make travelers more aware of existing sustainable travel options through communications campaigns to draw sustainability-conscious travelers from across the globe.

Travel and tourism businesses could also extend sustainability efforts across their value chains. Examples include working with suppliers to ensure linen and towels are sustainably produced, procuring energy-efficient equipment, or engaging local communities by sourcing local food suppliers. There are also opportunities for businesses to collaborate and design sustainable offerings that combine products and services, such as sustainability-focused tours featuring carbon-neutral accommodation, electric ground transportation, and trips to local businesses.

Globally, hotel chains have partnered with sustainability-related businesses or action groups to advance their own sustainability initiatives. These actions also help to strengthen the hotel’s brand and reputation for sustainability consciousness. For instance, the luxury hotel, resort, and spa operator Six Senses partnered with the United States Coalition on Sustainability and the action platform SustainChain in an initiative to remove single-use and disposable plastics from its operations. 32 “Six Senses is the first hospitality brand to partner with the United States Coalition on Sustainability and SustainChain,” Six Senses press release, April 26, 2021. And as part of its pathway to net zero, the Radisson Hotel Group partnered with Ecovadis, a sustainability ratings provider, in a collaboration that aims to extend the EcoVadis rating to the group’s global supply chain. 33 “Radisson Hotel Group increases focus on supply chain sustainability; announces partnership with Ecovadis,” Radisson Hotel Group press release, December 16, 2021.

Spanish tourism and hospitality providers might consider similar collaborative partnerships and initiatives to build momentum for industry-wide action and raise global travelers’ awareness that Spain is committed to sustainability.

Provide guidelines and support. Smaller businesses may lack the knowledge or resources necessary to act on sustainability. Actions could be taken to bridge knowledge gaps and secure funding, at government or industry association level. Funding programs, incentive schemes, or financial instruments can accelerate adoption of sustainable solutions, especially for smaller businesses. For example, South Africa’s Green Tourism Incentive Program targets small tourism businesses like lodges and guest houses. The program funds water- and energy-efficiency assessments and recommends the optimum green solution for the business. The bulk of the cost to implement the solution is also funded by the program. 34 “The Green Tourism Incentive Programme,” Industrial Development Corporation, October 4, 2021.

The industry could also draw on available resources and convene stakeholders to share knowledge and expertise. For instance, the World Tourism Organization provides resources and guidelines for building a circular economy, reducing food waste, and tackling plastic pollution. 35 “Sustainable development,” UNWTO website.

Regulation could be put in place to support change. Regions or cities could look to establish regulations that ensure tourism activity is environmentally and socially sustainable. Progress has been made in this regard, as the Law on Circularity and Sustainability in Tourism, approved by Parliament in May 2022, made the Balearic Islands the first sustainable destination by law. 36 “Balearic Islands, sustainable tourism is now a law,” Excellence Magazine, June 21, 2022. This regulation protects seasonal tourism workers, considers local residents’ quality of life (for instance by blocking an increase in the number of beds for the next four years), reduces waste, and protects natural resources. It will also introduce a hotel classification system based on the concrete actions taken to promote sustainable tourism.

Regulatory bodies and industry associations could also support business owners with guidance, encourage implementation through incentives, and enforce regulations through penalties for non-compliance.

Spain’s tourism sector has an opportunity to further develop existing sustainability efforts, thereby protecting the future of the sector. A sector-wide focus on environmental and social sustainability can also act as a key differentiator and draw visitors who are consciously trying to travel more responsibly. Furthermore, all stakeholders could benefit if existing initiatives, and new investments, are made more visible and attractive to tourists.

Javier Caballero is a partner in McKinsey’s Madrid office, Margaux Constantin is a partner in the Dubai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Daniel Riefer is a partner in the Munich office.

The authors wish to thank Lisa Kropacek for their contribution to this article.

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Sustainable tourism strategy of Spain 2030

Objective of sustainable tourism strategy of spain 2030.

The government of Spain, through the secretariat of state of tourism, is developing the strategy of Sustainable Tourism of Spain 2030, a national agenda of tourism to meet the challenges of the sector in the medium and long term, and promote the three pillars of sustainability: socio-economic, environmental and territorial. It has promoted a participatory process are getting the sector and the autonomous communities.

The objective of the new strategy is to lay the foundations of the transformation of the spanish tourism into a sustained and sustainable growth, which will enable us to maintain its position as a world leader. The new model, will be supported in improving the competitiveness and profitability of industry, natural and cultural values spreads destinations, and the equitable distribution of benefits and burdens of tourism.

As a document prior to the design of this strategy of Sustainable Tourism is now presented this report, which defines the strategic guidelines of this new agenda, to analyse the challenges ahead that will face the tourist sector in the next decade.

The future strategy of Sustainable Tourism of Spain 2030 is a compromise and a plan which should contribute to the achievement of the Agenda of the ODS 2030 of United nations.

Why is it necessary to produce a new strategy of tourism?

Spain is a world leader in the tourism sector, and constitutes one of the main pillars of our economy, source of income (provides 11.7 per cent of gdp) and employment generation, used to 12.2 per cent of all in Spain.

It takes 40 years to drive the growth of this sector. Over the last few decades the strategies have been evolving, tourism “ sun and beach ” strategies that focus more on quality. However, the industry now faces new challenges, profound changes in social and productive sectors, which require a new vision and the adoption of new formulas allowing this sector to maintain and strengthen its results.

Foundations for a new model of sustainable tourism

The strategy proposes a model of growth for the next few years based on the following principles:

• Sustained economic partner , which should work in favour of competitiveness and profitability of the sector, products and accelerating the process of transformation.
• Preservation of natural and cultural values , on the basis that the conservation of our extensive cultural and natural heritage is a priority objective.
• Social benefit in order to achieve a sharing of benefits in the sector, and challenges such as the depopulation of rural areas in Spain.
• Participation and governance support, participatory governance mechanisms between the state and the competent authorities at all levels.
• Permanent adaptation given that this is not only look to the quality and improvement, but also to enable the industry has responsiveness to the new environment of constant change.
• Leadership , which aims at strengthening the role of Spain as a world leader in the sector.

Strategic axes

Set the objective and the foundations of the Plan defines the five strategic priorities of the new government's Agenda for the tourist industry.

• Collaborative governance.
• Sustainable growth.
• Competitive transformation.
• Tourist area, companies and individuals.
• Product marketing, tourism and intelligence.

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Spain Claims Title as Worlds Top Tourist Destination in 2023

In a historic turn of events, Spain claimed the coveted title of the world’s number one tourist destination in 2023, surpassing France for the very first time.

According to the Spanish National Institute of Statistics (INE) and the Tourist Movements at the Borders (FRONTUR), Spain welcomed a staggering 85.1 million international tourists in 2023, marking an impressive increase of 18.9% over the previous year. Meanwhile, France, pending official confirmation of its 2023 data, is estimated to have received between 78 and 82 million tourists, according to the French Ministry of Tourism. By residence country of inbound tourists, the sharp rise in tourists from the US stands out, with almost 40% more arrivals than in 2022 and over 16% more than in 2019, reflecting the efforts made to attract long-haul markets and higher average expenditure. Tourism from the European Union was more modestly above its 2019 levels due to weakness in the Nordic countries, affected by an unfavourable exchange rate, and Germany. In contrast, British tourism, which started the year with somewhat modest figures, has livened up throughout 2023, which is excellent news for the sector’s prospects as the United Kingdom is Spain’s main source of foreign tourists. Spain’s Tourism Sector Exceeds Expectations in 2024 The latest insights from the World Travel and Tourism Council (WTTC), in collaboration with ForwardKeys, paint a rosy picture for Spain’s travel industry. Spain is not only bouncing back but exceeding its pre-pandemic levels in international arrivals and capacity. Spain is poised to welcome a remarkable 13% increase in international visitors in the first half of 2024, solidifying its status as a powerhouse in the global tourism arena. Julia Simpson, President, and CEO of the WTTC, commended Spain’s dedication to the tourism sector, citing both official efforts and private industry initiatives aimed at driving growth. She emphasized that Spain's exceptional performance underscores its prominence on the world stage, signalling a promising year ahead for the country’s tourism sector. Of particular note is the burgeoning trend of luxury tourism in Spain. Julia Simpson highlights a noticeable uptick in visitor spending, especially among luxury travellers. Looking forward to 2024, the outlook remains optimistic, with key cities like Seville, Barcelona, Madrid, and Valencia experiencing higher average occupancy rates compared to the same period last year. Madrid leads the pack with a remarkable 20.4% increase, followed closely by Valencia with a 14.7% rise, indicating a strong resurgence in Spain's tourism industry. Spain Claims Top Spot as World's Most Powerful Passport Finally, Spain has taken the crown as the world’s most powerful passport, surpassing Singapore, according to a new index released by VisaGuide.World. This marks a departure from the Henley Passport Index, where Singapore held the top spot previously.

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Informative workshop in Lanzarote

Ministry of Tourism presents its Sustainability Strategy for destinations with public investment of 1.91 billion euros

News - 2021.4.19

The measure is contained within the 'Spain can' Recovery, Transformation and Resilience Plan. The Strategy will lay the foundations for a new tourism model to transform destinations in accordance with sustainable criteria aligned with the Sustainable Development Goals of the 2030 Agenda.

The Minister for Industry, Trade and Tourism, Reyes Maroto, presented, together with the President of the Regional Government of the Canary Islands, Ángel Víctor Torres, the general lines of the Tourism at Destination Strategy, which will lay the foundations for a new tourism model to transform destinations in accordance with sustainable criteria aligned with the Sustainable Development Goals (SDG) of the 2030 Agenda, within the framework of the 'Spain can' Recovery, Transformation and Resilience Plan .

The presentation also involved the participation of the President of the Island Council of Lanzarote, María Dolores Corujo, the Chairman of the Tourism Committee of FEMP, Alfonso Rodríguez Badal, the State Secretary for Tourism, Fernando Valdés, and the Councillor for Tourism of the Regional Government of the Canary Islands, Yaiza Castilla.

During the event, held in Lanzarote, the Minister for Tourism stated that "the future of tourism will either be sustainable or not. Accordingly, over the next three years, we will invest more than 1.9 billion euros in our tourism destinations to strengthen their sustainability in its three dimensions: environmental, socio-economic and territorial".

"From our most international sun and sea destinations to inland villages, including large cities and urban destinations with a tourism identity, we will support our destinations to transform them into genuine hubs of innovation and resistant tourism attractions to tackle such challenges as climate change and digitalisation, and contribute to diversify our offer and seasonally adjust the demand to attract higher-spending tourists", added the minister.

Drawn up by the State Secretariat for Tourism with the participation of the tourism councillor of the autonomous regions and the Spanish Federation of Municipalities and Provinces (Spanish acronym: FEMP), the strategy establishes the goals and expected results of the programmes of Sustainability Plans, while defining the categories of destination in which these actions will be implemented.

"We are looking for balanced development of our tourism potential, sharing the wealth that this activity generates throughout the country, also creating job opportunities in those areas affected by depopulation. Another of the goals the strategy seeks is to increase the competitiveness of destinations, incorporating sustainability and digitalisation in the management of tourism resources, infrastructures and products, and improving the quality and the natural capital of the tourism system", explained the State secretary, Fernando Valdés, in his speech.

Types of destination

Sun and sea tourism destination.

This accounts for 65% of the whole offer in our country and faces a profound change of competitive paradigm. The strategy seeks to increase its competitiveness, strengthening the variety of tourist experiences and the management of these experiences thanks to digital tools and the constant raising of quality standards.

Rural tourism destination

With great tourism potential and a broad scope for development, the aim of this Strategy is the integration of rural tourism in the tourism system, complying with the aims of the demographic challenge and contributing to seasonal adjustments, reducing the concentration of tourism and re-distributing income from tourism. It also seeks to improve the quality of life of its populations, creating job opportunities, making older social communities more dynamic, generating an associative fabric and enhancing local businesses.

Urban tourism destination

This accounts for approximately a quarter of the international tourism demand in Spain. The Strategy will promote the renewal of the cultural offer and leisure, extending and diversifying areas of interest and the introduction of digital tools that allow tourist flows to be better managed. It will also improve old towns, reconciling the uses of neighbourhoods and commit to challenges associated with green mobility and naturalising cities.

General aims

The Tourism at Destination Strategy responds to two general aims. Firstly, to support Spanish tourist destinations, whatever their scale and type of demand they respond to, in a transformation process that leads them to become hubs of tourism innovation, able to integrate environmental, socio-economic and territorial sustainability in their offer and to develop resilience strategies to the new challenges of the tourism ecosystem, from climate change to the over-demand of tourism and health and safety crises.

The second aim is to achieve greater territorial cohesion, not just relating the offer and destinations in each region, but creating connections between the destinations in different regions. In this regard, the Sustainability Strategy seeks balanced development of the tourism potential through the country while seeking to bed down ties of solidarity in communities such that they contribute to solving common problems.

Expected results

The results expected from the Strategy are, firstly, to improve tourist destinations thanks to investments in key actions to enhance their competitiveness that have a knock-on effect on tourism demand and help make the private tourist sector more dynamic; secondly, to effectively incorporate sustainability and digitalisation in managing tourism resources, infrastructures and products in destinations; thirdly, to diversify the offer of tourist destinations to contribute to the creation of job opportunities and economic activity, redistribute income and foster territorial cohesion while reducing the concentration of demand; and fourthly and lastly, improve the natural capital of the tourism system, guaranteeing its continuity over time by reducing emissions, improving the management of waste and water, the protection, restoration and tourism harnessing of ecosystems, bringing nature back to destinations and introducing prevention and mitigation actions from the effects of climate change.

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Has COVID-19 changed tourism in Spain? Experts have identified three types of tourist

Experts predict a continuing trend of mass and sun- and beach-based tourism for summer 2022 (Photo: jlxp / Pixabay)

The COVID-19 pandemic has upset a huge variety of activities and situations worldwide since it first emerged in early 2020. One of the industries most harshly affected by it has been tourism, as a result of restrictions on flights and mobility and people's reluctance to travel for health reasons, all of which have resulted in a significant reduction in tourism in the last two years.

A study conducted by researchers at the Universitat Oberta de Catalunya (UOC), and published in the open-access Journal of Tourism Futures, has looked at the impact of people's perceived health risk of travelling immediately after the first wave of COVID-19 and lockdown and identified various tourist profiles and their motivations.

"The experience of the pandemic has led to a variety of reactions affecting people's behaviour as tourists. Some people seem to want to make changes to their consumption habits and the way they do tourism, whereas others have not done this at all or have only done so in a very superficial manner," said Francesc González Reverté , a member of the UOC's Faculty of Economics and Business and New Perspectives on Tourism and Leisure ( NOUTUR ) research group, who led the study together with UOC researchers Joan Miquel Gomis López and Pablo Díaz Luque .

Tourist profiles

According to the authors of the study, there are three profiles of tourists who want to change their future tourism habits and behaviour in terms of the way they organize trips and decide when and how to visit certain places. The first profile is that of the concerned tourist . Members of this category assert that they want to change the way they live, and therefore the way they travel, after the pandemic.

The second profile is that of the pragmatic tourist . People in this category are sensitive to the risk of tourism but are not willing to make serious changes to the way they travel. "Tourists in this category only change their behaviour temporarily, for the duration of the pandemic," said González Reverté.

Finally, sceptical tourists are those who do not want to change either their travel habits or their behaviour. They do not appear to be risk-averse and state that they want to keep travelling to mass tourism destinations.

These profiles were drawn up based on 500 interviews conducted with Spanish tourists in spring 2020, after the first wave of COVID-19 and lockdown, early on in the pandemic, when there were no vaccines. The set of interviewees was composed of 33.7% men and 66.3% women, all of them in the 35-45 and 46-54 age ranges. As to educational background, at the time of the survey 53.5% of respondents had finished secondary school, and 33% had a degree. Furthermore, 79% were working, and 21% were unemployed.

The study also found that people have reacted in very different ways regardless of whether or not they have had the disease themselves. González explained that "We were surprised to find no direct correlation between having been affected by the disease, either personally or through close contacts, and a change in behaviour in tourism or general living habits."

Short-term tourism trends

Although coronavirus diseases, among others, are transmitted faster in this globalized world, particularly in highly populated areas, the authors noted that the behavioural change of some tourists has been very "short-lived". "Although the pandemic has led to an intellectual debate revolving around the new global consciousness of our insignificance as a species, the results of the study suggest that there is no general fear of continuing to travel in the future or any intention of radically changing the way we do so," said González.

In fact, the UOC researchers emphasized that risk perception is a social construct and is therefore not sufficient in itself to make people change unless it is coupled with other measures, such as education or awareness-raising actions. Furthermore, behavioural changes "are more based on factors such as environmental attitudes or individual people's pre-existing worldviews," they noted.

Although there was talk of a change in tourism habits and preferences shortly after the early waves, such as a greater trend towards nature tourism or visiting the countryside, the study has shown that there is a significant number of tourists who will continue to rely on traditional sun- and beach-based mass tourism destinations in the long term . "A significant majority of tourists don't associate going to these very busy places with a higher risk of catching the disease. Furthermore, they often perceive them as safe," said the UOC researcher.

This finding challenges the idea that mass tourism destinations "were going to be the big losers" . Although the fall in tourism initially resulted in losses of millions of euros for the industry, we are now moving away from the trend that led to the idea that mass tourism was "going to disappear". For example, the initial visitor forecasts for summer 2022 confirm a continuing trend in this type of mass tourism.

"Although our contributions are clear, we need many more empirical studies to provide new data in order to effectively measure the effect of the pandemic on various aspects of tourist behaviour," concluded González. He also noted that, although many articles about the link between COVID-19 and tourism have been written, their approach is usually theoretical or based on the author's personal opinion or mere speculation, without any field work-based data or information.

This UOC research supports Sustainable Development Goals (SDG) 8, Decent Work and Economic Growth; and 12, Responsible Consumption and Production.

González-Reverté, F. , Gomis-López, J. M. and Díaz-Luque, P. (2022 ), "Reset or temporary break? Attitudinal change, risk perception and future travel intention in tourists experiencing the COVID-19 pandemic" ,  Journal of Tourism Futures , vol. ahead-of-print, no. ahead-of-print.  https://doi.org/10.1108/JTF-03-2021-0079

UOC R&I

The UOC's research and innovation (R&I) is helping overcome pressing challenges faced by global societies in the 21st century, by studying interactions between technology and human & social sciences with a specific focus on the network society, e-learning and e-health .

Over 500 researchers and 51 research groups work among the University's seven faculties and two research centres : the Internet Interdisciplinary Institute ( IN3 ) and the eHealth Center ( eHC ).

The University also cultivates online learning innovation s at its eLearning Innovation Center ( eLinC ), as well as UOC community entrepreneurship and knowledge transfer via the Hubbik platform.

The United Nations' 2030 Agenda for Sustainable Development and open knowledge serve as strategic pillars for the UOC's teaching, research and innovation. More information: research.uoc.edu #UOC25years

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Tourism and Leisure

Spain, a world leader in tourism .

Spain leads the world in tourism. Since 2015 it has placed first on the World Economic Forum (WEF) podium, which awards the most competitive countries in the tourism industry from among 140 economies. 

Spain  1º  /140

Travel&Tourism Competitiveness Index, 2019

Since 2017 it has broken the record in number of visitors: thanks to the more than 83 million tourists arriving in Spain, every year it is recognized as the second most visited country in the world, after France. The United States and China follow.

Spain's success in the tourism industry is due especially to its rich cultural and natural attractions, but also to its exceptional infrastructures, the quality of its transportation and hotel density. These are the three key points that the WEF considers essential to having a competitive advantage over other countries in tourism.

The tourism industry is an important engine of the Spanish economy and employment (2.5 million jobs). The strong public policies backing the industry, with public-private collaboration, and a clear orientation towards a sustainable and quality tourism model, ensure that about half of the tourism industry’s internal expenses are met by international visitors (tourists spend around 90 billion euros).

Catalonia, the Canary Islands, the Balearic Islands, Andalusia and the Community of Valencia are the Spanish regions that welcome the most tourists. 

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Discover the RDI Ecosystem IN SPAIN

Why invest in the tourism and leisure industry in Spain?

Spain upholds its position year after year in competitiveness and demonstrates that this industry offers great investment opportunities.  

World leader in the industry. Second country in the world by number of visitors.

According to the World Economic Forum, Spain leads the Travel + Tourism Competitiveness Index 

4th country in the world in UNESCO World Heritage Sites (53 sites). Historic cities, outstanding monuments and museums. 

With 49 Natural Areas and Natural Spaces, UNESCO declares Spain to be the country with the highest number of biosphere reserves in the world, followed by the United States, Russia and China.

More than 300 days of sun a year and over 2,000 km of green slopes; various ski facilities; rural activities; wellness. Spain is distinguished for the number of its  beaches awarded the Blue Flag eco-label, compared to other countries like Greece and Turkey. 

The exceptional quality and variety of Spanish gastronomy is world renowned

Spain is one of the safest countries on Earth. According to the Global Peace Index, it is one of the 25 safest countries in the world.

It has an outstanding and modern public health system with very high standards.

Infrastructures. High-level land, rail and air connectivity, and second only to Korea in digital infrastructure. 

What are the best investment opportunities?

Cultural heritage tourism, health tourism and gastronomic tourism

MICE Tourism

One of the best sources for business opportunities is digital transformation in the tourism industry. It is based around four mainstays: cloud solutions, mobile devices, the internet of things (IoT) and the sharing economy.

Cloud solutions

•  Developing new business models
• e-Commerce integration solutions and advanced customer relationship management (ERP, CRM)
• Centralization, efficiency and savings in ICT management
• Customer relations and internal collaboration models
• Insights and big data monitoring

Mobile devices

• Customization and customer service centers
• Improved experience through innovative models
• Infrastructures and access

The Internet of Things

• Smart destinations
• Automation of products and services
• Innovative experiences for niche markets

Social networks and the sharing economy

• Customer communication and relationships channel
• Online reputation and active listening
• Specialized social media
• Exchange of goods and services between companies and individuals

The objective of public institutions is to diversify the industry in order to expand the offer to tourists seeking other alternatives to sun and beaches.

Inland tourism in Spain is a business niche yet to develop. It is an upmarket industry associated with gastronomy and culture that attracts medium to high- spending visitors. Especially interesting is wine tourism, which has great potential given the allure of the sector in Spain.

While local and provincial administrations devote resources to promote it, in fact, the wine industry is highly atomized and lacks agents to coordinate and organize activities, therefore the level of business that drives this type of tourism is well below its potential. 

Spain has an established position as a destination for mice tourism (meetings, incentives, conferences and exhibitions) thanks to the country's professionalism, stability and security.

It ranks first in world destinations with the highest meeting participation according to the International Congress and Convention Association (ICCA). In 2018 there were 5,200 events in Spain, 28% of them international.

Spain’s primary advantage is that it perfectly combines business and leisure ("bleisure") tourism,  but in order to maintain this position, the industry has to quickly adapt to the changes in mice tourism trends, the increase of specialization, technological innovation and continuous advancement of customized meetings.

The most popular destinations for business tourism in Spain are Barcelona and Madrid, followed by Zaragoza, Valencia, Valladolid and Bilbao.

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The 8 best places to visit in Spain in 2024

Feb 13, 2024 • 7 min read

From the Catalonian capital of Barcelona to the fascinating mix of cultures in Toledo, here are the best places to visit in Spain © Westend61 / Getty Images

Coming second only to its northern neighbor as the most visited country in the world, Spain is packed with incredible places to visit and experiences to enjoy.

Sun-drenched Mediterranean beaches, World Heritage cities, incredible cuisine, and multi-faceted culture – the only downside is not knowing where to begin with your must-see list. I've done all the hard work for you and gathered together my eight favorite places to visit in sensational Spain in 2024.

Best city for visiting world-class art museums 

The Spanish capital  is a lively city blessed with year-round clear blue skies draped over its vibrant barrios (neighborhoods) , architectural landmarks and famed art museums. There's even an ancient Egyptian temple, the Templo de Debod , right in Madrid's city center. 

Art aficionados could spend days exploring Madrid's "Golden Triangle of Art," composed of three globally renowned museums , the Museo del Prado , Reina Sofía and the Thyssen-Bornemisza , which are home to some of the world's most valuable art collections. They are situated along Madrid's Paseo del Prado (Art Walk) , which has recently been granted UNESCO World Heritage status.

Planning tip:  Madrid has a vibrant street culture that loves its wine-soaked tapas crawls. Cava Baja in the historic La Latina neighborhood is lined with quaint little bars and taverns, making it one of the best streets in the city to join locals hopping from one bar to the next to sample a selection of Iberian hams, charcuterie and cheeses.

2. Barcelona

Best for modernist architecture

Straddling the Mediterranean and the Pyrenees mountains, the Catalonian capital is a visually stunning metropolis with avant-garde architecture, city beaches and a Gothic Quarter that stretches back over 2000 years.

No visit to Barcelona is complete without spending time at the Sagrada Família , the obra maestra of the illustrious Catalan architect and proponent of Modernism, Antoní Gaudí. His influence on the city is everywhere, and it's worth taking time to visit his other architectural jewels, the Casa Batlló , La Pedrera and Park Güell.

Another place where Gaudí has left his legacy is at the Plaça Reial , at the heart of the city's two millennia-old Barri Gòtic (Gothic Quarter) . The public square is lit up by decorative street lamps that were Gaudí's first commissioned public work. This ancient neighborhood is also home to the majestic La Catedral of the Holy Cross and Saint Eulalia, which was built over two centuries from the 13th to the 15th centuries. At the border of the quarter is Mercat de la Boqueria , one of the oldest markets in Europe.

Planning tip: Have a lunchtime visit to Mercat de la Boqueria – it's when the unassuming places to eat, run by charismatic owners, start to open up.

3. San Sebastián

Best city for gourmet experiences

This alluring Basque coastal city in northern Spain is stunning, characterized by its belle epoque architecture, white-sand beaches that stretch for kilometers, and blue waters of the Bay of Biscay. On a clear day, stroll along the boulevard of La Concha beach to get a feel for the locals' sea-loving culture.

San Sebastián, or Donostia in Basque, has evolved from a traditional whaling town into a world-famous gastronomic capital. It has the greatest concentration of Michelin-starred restaurants per square meter in Europe, and gastronomic delights await you around every corner.

Planning tip:  You don't need to have a Michelin-star budget to be able to enjoy San Sebastián's food culture. Head over to the Parte Vieja (Old Quarter), particularly along 31 de Agosto Street. The streets here are lined with restaurants and bars offering dizzying rows of assorted pintxos  – literally translating as "spike." The name describes how these appetizers are presented with skewers or toothpicks for easy picking.

4. Balearic islands

Best for beaches and sapphire-colored waters

Anyone who's been to these outlying islands east of the Iberian Peninsula would recognize the "Balearic blues" — the distinct shades of blue that characterize these Mediterranean waters. This archipelago's four largest islands –  Ibiza , Mallorca , Menorca and Formentera – are blessed with countless beaches and calas  (coves) embraced by white sand coastlines and rugged cliffs.

Among these islands, Ibiza is the most famous one, mainly for its reputation as a 24/7 party destination. Yet Ibiza's clubbing culture is just a tiny slice of this spectacular island on the UNESCO World Heritage List. It is fringed with sapphire-colored waters, filled with historic fortified towns, and has a wealth of hidden inlets and charming beachside restaurants and cafes. You can visit the ruins of the ancient Phoenician civilization at Sa Caleta and the Puig des Molins necropolis to get a glimpse of the ancient colonies that inhabited this island long before the clubbers discovered it. 

Best place for cultural sightseeing

The delights of  Seville are in the details – this charming Andalusian capital may give you the sensation of déjà vu, perhaps because its year-round sunny days, resplendent gardens and intricately carved palaces have made it a favored filming location for big productions from Star Wars to Game of Thrones . Its allure lies in its idiosyncratic mix – horse-drawn carriages, flamenco tablaos  (stages), colossal Gothic structures and Islamic stylistic details all blend to create this multi-layered dreamscape of a city.

Seville's rich cultural tapestry is the legacy of its long and varied history, once a Moorish capital, later the seat of the Castilian aristocracy, and then as the European gateway to the Americas after Columbus' journey in 1492. The unique juxtaposition of cultures could not be more apparent when visiting the Seville Cathedral , the largest Gothic cathedral in the world and the final resting place of Columbus, and then just a few meters away, the Real Alcázar showcasing the splendor of Mudéjar architecture with Islamic, Baroque, Gothic and Renaissance elements.

Planning tip:  Want to experience a huge celebration? Time your visit for one of the city's great annual festivals , notably the Semana Santa and Feria de Abril.

Best for layers of history

This 2000-year-old walled city occupies a significant place in Spain's history. It was the former capital of the Visigothic Kingdom, a fortress of the Emirate of Cordoba, a Roman municipium, the seat of power of King Charles V, and the former capital of Spain until 1560 and is now a UNESCO World Heritage Site. With Jewish, Christian and Islamic influences, Toledo has earned the nickname "The City of Three Cultures." Walk along its narrow cobblestone streets to glimpse the vestiges of this unique cultural melange — ancient Roman structures, Moorish architectural styles, the Catedral de Toledo , the El Tránsito Synagogue and the Cristo de la Luz Mosque .

Planning tip:  Head over to the Mirador del Valle for spectacular panoramic views and a picture-perfect photo of this historic city by the Tagus River.

Best city for Western Islamic architecture

Situated at the foot of the snow-capped Sierra Nevada mountain range is the postcard-perfect Andalusian city of Granada . It is home to the Alhambra palace complex and the ancient citadel of the Nasrid Dynasty, the last Muslim dynasty in the Iberian Peninsula which ruled until the 15th century. Meaning "the Red One," the Alhambra is a stunning architectural masterpiece merging Moorish and Christian decorative elements – it's impossible not to feel transported to a fantasy world with its intricately carved walls and archways, mirror-like pools and colorful mosaics. 

Planning tip:  Continue the visual feast at the Palacio de Generalife right by the Alhambra, a summer palace whose gardens and perfectly orchestrated fountains provided repose for the ancient Nasrid sultans.

8. Santiago de Compostela

Best city for spiritual tourism

Santiago de Compostela is the capital of Galicia and the final destination of the Camino de Santiago (Way of Saint James) pilgrimage, a tradition that stretches back over 1000 years. On any day of the week, you'll see pilgrims from all over the world paying their respects at the Basilica of Santiago de Compostela , the reputed burial place of St James the Apostle. 

Even non-pilgrims can relish the mystical beauty of this northern Spanish city with a distinct Celtic heritage. Its beating heart is the Plaza del Obradoiro , where the luxurious Hostal dos Reis Católicos  stands, believed to be the oldest hotel in the world that was once a hostel for pilgrims.

Planning tip:  Santiago has a rich gastronomic tradition highlighted by its excellent seafood, so be hungry when you visit the city's second most popular attraction after the Cathedral, the Mercado de Abastos food market.

This article was first published Aug 18, 2021 and updated Feb 13, 2024.

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71.6 million tourists visit Spain in 2022, spending €87 billion

Posted By: The Corner 3rd February 2023

The data on tourist movements at borders (Frontur) made public by the Spanish statistical institute show that the figures for the end of 2022, which are close to 72 million registered tourists, are still 14.3% below those recorded in 2019, a record year for Spanish tourism in which 83.7 million foreign visitors to our country exceeded 83.7 million.

For the Minister of Industry, Trade and Tourism, Reyes Maroto, these data confirm the intense recovery of the tourism sector in 2022. “The expectations we had of recovering the majority of international tourists from the pre-pandemic period have been fulfilled, but the most important thing is that spending is growing more and also the average stay, and this means an improvement in the quality and profitability of our sector,” she said.

The main countries of residence of tourists visiting Spain last year were the UK, France and Germany. Tourist arrivals from the United Kingdom increased by 251.3%, those from France by 73.3% and those from Germany by 87.4%.

By regions, the auronomous community of Catalonia was the principal destination in 2022, with 20.7% of the total number of tourists. It was followed by the Balearic Islands (18.5%) and the Canary Islands (17.2%).

Most of the international tourists arriving in Spain came by air, a total of 59.3 million, an increase of 142.5% over the previous year. Nearly 11 million international visitors arrived by road, an increase of 71.8%. Hotel or rented accommodation was used by 59.5 million tourists (140.3% more than in 2021) and homes owned or rented by family or friends by another 12 million (87.8% more).

The majority stay in 2022 was between four and seven nights, and the majority of visitors (54.1 million) came to Spain without a tourist package, twice as many as in 2021. These data confirm the end of a positive year for tourism in Spain, which in December was visited by 4.1 million international tourists, 39.9% more than in the same month in 2021.

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Spain: Tourism and employment boom puts economy back on track

The first quarter of 2022 will be impacted by the Omicron wave, but from the second quarter onwards we expect the economy to grow faster again. A strong labour market, an uplift in public investment, and a further recovery of the tourism sector will boost economic activity. Inflation is high, but we expect it to come down this year

Stronger growth from 2Q onwards

The Spanish economy ended 2021 on a strong note. GDP growth came in at 2% quarter-on-quarter, which was higher than expectations. Due to the Covid-19 Omicron wave consumption contracted, but investment and exports grew sharply. The economy is now about 4% smaller than pre-pandemic levels. This is in contrast to the eurozone as a whole, which reached its pre-pandemic level in 4Q21.

Survey data, however, points to a weakening in the first quarter of this year caused by Omicron. But from the second quarter onwards we expect the economy to grow faster again. The main reasons for this are a vibrant labour market, a boost to public investment, and a continued recovery of the tourism sector. High inflation, however, is currently a threat, even though we think it will come down over the year.

Evolution of GDP and components during the pandemic (4Q 2019 = 100)

A very strong labour market will support consumption.

Historically, the negative impact of a recession on the Spanish labour market is quite extreme and long-lasting. But the impact of the pandemic is already digested. Indeed, there are currently more people registered with the social security system and fewer people are jobless than before the pandemic. The unemployment rate was 13.3% in the final quarter of 2021, which is lower than before the pandemic. Looking ahead, it is likely that the unemployment rate will continue to fall. Demand remains strong as industrial companies indicate that their order books are richly filled, even more so than before the pandemic. And the number of businesses that report labour shortages is still limited, certainly compared to the eurozone.

Figure 2: Spanish companies are less labour strapped (% of businesses saying that labour limits their production)

Structural problems in the labour market are still with us.

All this is obviously good news for short-term economic activity, but that does not mean the structural problems in the labour market are history. Indeed, the Spanish unemployment rate is still almost double the rate of the eurozone, youth unemployment is very high, and almost one in four Spanish workers is on a temporary contract.

The latest labour market reform, which tweaks the 2012 measures and focuses on limiting the use of temporary contracts, caused a lot of discussion on the political front. It is backed by businesses and unions, but initially it did not have sufficient support in parliament. Surprisingly, it did pass recently… by accident . This could obviously cause some political tension.

Rise in public investment will support growth

The labour reform is also important for short-to-medium term activity as it would help to secure new NextGenerationEU (NGEU) funds which should boost public investment. The Spanish government wants to frontload the EU money and spend 77% of the €70bn in grants (about 4.5% of 2021 GDP) over the period 2021-23. The next instalment of €14bn should be requested before April. Even though we think this rate of absorption is very ambitious, the NGEU will still have a positive impact on growth in 2022 and 2023.

Another issue that will support public investment is the budget for 2022, the largest in Spanish history. It was approved at the end of last year, which lowered political uncertainty and includes €40bn of investments (including NGEU funds).

Tourism sector will further recover

During the first quarter of this year, the tourism sector will still be affected by the Omicron wave, but we think that from the second quarter onwards the sector will be able to continue its recovery. In 2021 the tourism sector was able to recuperate but less than expected due to travel restrictions and new Covid waves. The number of international tourists grew from about 19 million in 2020 to about 31 million in 2021, but this is still about 52 million (!) less than in 2019. Since this sector has not yet fully recovered, this of course gives more potential to support growth in the years to come.

Inflation should come down during 2022

As for the whole of Europe, rising inflation is a threat to the Spanish economy. Headline inflation was about 0% at the beginning of 2021, but in January 2022 it equalled about 6%. Core inflation started to rise in the middle of 2021 from about 0.2% to 2.4% in January 2022. The biggest contributor to the rise was higher energy prices, and this item has a larger weight in Spain than the eurozone as a whole. But the sharp rise of core inflation warrants caution. Indeed, higher energy prices can feed into other consumer prices and on top of that more and more companies are saying that they will increase their selling prices. We nevertheless expect that inflation will come down during 2022 as we do not expect energy prices to rise as much in 2022 as they did in 2021. They might even come down. However, due to second-round effects, we expect about 2.5% headline inflation at the end of 2022, which is higher than pre-pandemic levels of about 1.0%.

All in all, the economic outlook is good for Spain. We expect the economy to grow by about 5.0% in 2022, matching the 5.0% growth in 2021. For 2023 we expect about 3% growth. In this scenario the Spanish economy would reach its pre-pandemic level in the first half of 2023. Indeed, the firm labour market, a push of public investment, a further recovery of the tourism sector and declining inflation should all help to push the economy further.

10 February 2022

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Signs of strength in Spain’s tourism industry

Tourism ended this year’s summer season in great shape with international tourist arrivals coming very close to the records set in 2019, a year that was extremely positive for the industry. Domestic tourism has also continued to post very good figures. However, the macroeconomic scenario represents a risk for the trend in tourism activity over the coming quarters due to high inflation and the economic slowdown in Europe. Nevertheless, we believe that tourism demand still enjoys significant levers for growth in the coming year and we therefore expect the sector to complete its recovery in 2023.

The situation in the tourism industry has altered dramatically. After an extremely difficult 2020 and a 2021 in which the recovery was far from satisfactory, 2022 has categorically confirmed that the sector continues to be a driver of growth for the Spanish economy. Official business indicators published by Spain’s National Statistics Institute (INE) point to the fact that, this summer, real tourism demand (without the price effect) was very close to the figure recorded in the same period of 2019. Total overnight stays in hotel and non-hotel accommodation during the months of July, August and September were just 1.3% below those of summer 2019. These good figures were further cemented by dynamic domestic tourism, whose volume of overnight stays was 6.6% higher than in 2019. However, this figure was slightly down on the one posted in the summer of 2021, probably due to an increase in trips abroad thanks to the recovery in international travel. For its part, international tourism performed much better than in 2021, reaching a level of overnight stays just 5.9% lower than in 2019.

Tourist overnight stays

If we look at which countries lie behind this strong recovery in international tourist arrivals in recent months, we can see some interesting trends. Based on passenger data for flights operated in Spain (see the table below), we note that improvements in tourist arrivals from the EU have been key. The figures are still 9% below those of 2019 (coming from –42% in 2021), mainly due to the saturation problems experienced at northern European airports. 1 The impact of this saturation can be seen most clearly in UK passenger arrivals which, in the summer, were 14% below those of the same period in 2019. The situation appeared somewhat similar for arrivals from Germany, with numbers still 15% lower, but this was not the case for arrivals from countries with less saturation, such as France and Portugal. It should be noted that the sharp drop in the number of passengers from countries under the «Rest of Europe» heading since Q2 2022 reflect the cutting of air connections with Russia since the start of the war in Ukraine, although this decline is not noticeable in the overall figure due to its small relative weight.

On the other hand, 2022 has also been a turning point for long-haul tourism. After the extremely low number of arrivals in 2021, the most recent figures for 2022 are highly positive for tourism from the Americas, and particularly from Latin America. We therefore anticipate that, looking ahead to 2023, the recovery in non-European international arrivals will be one of the key levers of growth. This will also mean the return of the emerging markets prior to the pandemic, which were the ones offering the greatest growth potential for some Spanish tourist destinations.

• 1. See the article «Europe’s saturated airports: a brake on the summer’s recovery», in this Sector Report.

This good performance by tourism demand is surprising because of two factors: it has been achieved in an environment of sharp price rises and also a loss of purchasing power among consumers throughout the EU. Tourism prices were no exception, reaching record highs during the last summer season . Consequently, for the time being it seems that the tourism sector has been able to raise its prices without too much impact on demand.

Although tourism prices have responded to the rise in production costs, according to our analysis the increase seen in prices has been mainly due to the strong recovery in international demand which, together with domestic demand, filled the market in many Spanish tourist destinations. This has been the case in the hotel sector, achieving occupancy rates above 80% in a third of the more than 100 tourist municipalities analysed by Spain’s National Statistics Institute in its hotel occupancy survey. CPI accommodation prices were more than 17% higher than those recorded in summer 2019 and this situation can also be seen in other prices related to tourism, such as hospitality and air travel, as shown in the chart below.

Trend in tourism-related prices of the CPI

Looking ahead to the next few months, the indicators for interest in travelling to Spain we produce based on Google search results have remained dynamic, albeit somewhat less «euphoric» for European tourism. The interest indicator places searches from the United Kingdom and EU within the benchmark range, 2 which is very good news given the economic situation in Europe, especially in the United Kingdom with sharp increases in inflation and an economic slowdown, in addition to the depreciation of the pound for British tourists. Given this situation, one would expect a decline in interest in travel from European countries, something which is not being observed, however.

Also noteworthy is the fact that interest in travelling to Spain seems to have returned to normal in the US market since March and, more recently, the interest of Japanese tourists appears to be picking up , after remaining at very depressed levels until last June. This is highly relevant since it suggests that two of the most important outbound markets (USA and Canada, Japan and Korea) that generated the most growth in the tourism sector before the pandemic, in the absence of the Chinese market, might recover throughout the course of 2023.

• 2. The benchmark range is constructed from searches recorded between 2017 and 2019.

The data point to recovery throughout the course of 2023 in two of the fastest growing pre-pandemic outbound markets (USA and Canada, Japan and Korea)

Weekly searches in Google for trips to Spain

The current scenario is difficult to interpret: It looks very positive judging by the recent trend in all indicators, both official and internal and also high-frequency, but negative due to the macroeconomic outlook of the outbound countries. Nevertheless, our forecast for 2023 remains positive, supported by the levers for growth we continue to see for the sector and tourism demand’s limited exposure to the macroeconomy.

•  Improved air travel in northern Europe: tourist arrivals from northern Europe were trapped by a growth ceiling due to airport saturation in the summer  (the figures for the United Kingdom and Germany, for instance, are about 20% below their pre-COVID air travel level). This situation should adjust in the coming quarters and could lead to a considerable improvement in international travel by European tourists. 3
• High potential and great room for improvement in long-haul tourism: indicators point to the improving trend in long-haul tourism continuing over next few quarters. The room for improvement is still significant, with US tourist arrivals 20% below their pre-COVID levels and Korean and Japanese tourist arrivals more than 70% below.
• Low exposure to the macroeconomy: according to the sensitivity analysis we carried out in order to understand how declines in economic activity in outbound markets correlate with declines in tourism demand for Spain, we estimate that the tourism sector has only limited exposure to the economic slowdown in Europe. Specifically, we estimate that the drop in economic activity in the United Kingdom (GDP is expected to fall by 1.3% in 2023) will impact annual growth in British overnight stays by –2.9 percentage points. For Germany (GDP is expected to fall by 0.2% in 2023), we estimate an impact of –2.2 percentage points of growth in overnight stays. 4 These impacts, which are certainly appreciable, are nevertheless relatively small compared with the margin for growth enjoyed by both the United Kingdom and Germany thanks to the improvement in airport saturation.

Taking all this into account, our tourism GDP forecast for 2022 stands at 98% of its 2019 level ; i.e. just 2% below its pre-COVID level and 66% above the figure for 2021. It should be noted that we expect the sector’s dynamism to be somewhat weaker in Q4 this year as the economic difficulties faced by the EU are felt, albeit to a limited extent. However, we expect tourism activity to pick up strongly from Q2 2023 onwards, as well as some improvement in the economic tone of the EU, so we have placed our tourism GDP forecast 2% above the 2019 level of activity for the whole of next year .

• 3. See the article «Europe’s saturated airports: a brake on the summer’s recovery», in this Sector Report.
• 4. For each outbound country, we have estimated the linear sensitivity of the growth rate in hotel overnight stays to the year-on-year growth in that country’s GDP. To calculate the impact of our macroeconomic scenario on growth in tourism demand, we use the difference between our most recent growth forecast for each country and that of our counterfactual scenario (we have used our February 2022 scenario, prepared before the outbreak of the war in Ukraine).

Our tourism GDP forecast for 2022 is just 2% below its pre-COVID level and 66% above the figure for 2021.

Tourism GPD

Although the outlook is positive, we can only repeat the mantra that we are currently going through a time of great economic uncertainty. In the case of the tourism sector, the main source of uncertainty is related to costs , so managers of tourism firms will have to be vigilant in order to tackle any possible deviation from what has been budgeted for 2023. For the time being, the upturn in costs in 2022 is being handled without any major tensions in the sector as a whole, thanks to the significant increases in tourism prices we have seen. This has been very effective in combating the rising energy costs (which have more than doubled compared with the previous year), the cost of agrifood products (whose prices rose by 12% year-on-year in September) and renovation costs (with construction materials 16% more expensive than a year ago at the end of July).

Looking ahead to 2023, we expect production costs to remain high and, in some cases, to continue rising. There is also the potential impact from wage increases which, although they are expected to be contained, are the main cost for tourism businesses (on average, companies in the sector spend 21% of their revenue on wages), as can be seen in the next chart. As a result, if the sector wants to go on defending its margins, it will be forced to continue to raise prices.

The upturn in costs in 2022 is being handled without any major tensions in the sector as a whole, thanks to the significant increases in tourism prices we have seen.

To read below

An exceptional year for the catering sector in Spain

The impact of climate change on tourism in Spain: analysis and outlook

What are the trends for international tourism in Spain in 2024? A sensitivity analysis based on macroeconomic factors

Thoughts on Spanish urban tourism in a post-pandemic reality: challenges and guidelines for a more balanced future

International Journal of Tourism Cities

ISSN : 2056-5607

Article publication date: 21 June 2023

Issue publication date: 22 November 2023

This study aims to identify the challenges faced by urban destinations in Spain in the current transitional stage towards a new reality of tourism, caused by the outbreak of COVID-19 and the ongoing global changes in the tourism industry.

Design/methodology/approach

An extensive literature review and an analysis of current debates were conducted to identify the different factors that have influenced the recent tourism phenomenon and the development of destinations on a global, regional-national and local-urban scale.

Four main challenges are identified, including the new mobility patterns of the population; information and communication technologies and the digitalisation process in urban and tourism management; sustainability, as a factor of the competitiveness, stability and viability of urban destinations; and governance in urban destinations.

Originality/value

The study’s findings provide valuable insights for urban destination managers to make informed decisions and adapt to the new reality of tourism.

• Sustainability
• Urban tourism
• Information and communication technologies

Torres-Delgado, A. , López Palomeque, F. , Ivars-Baidal, J. and Vera-Rebollo, F. (2023), "Thoughts on Spanish urban tourism in a post-pandemic reality: challenges and guidelines for a more balanced future", International Journal of Tourism Cities , Vol. 9 No. 4, pp. 849-860. https://doi.org/10.1108/IJTC-11-2022-0255

Emerald Publishing Limited

Copyright © 2023, Anna Torres-Delgado, Francisco López Palomeque, Josep Ivars-Baidal and Fernando Vera-Rebollo.

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

Prior to the COVID-19 pandemic, there were already symptoms of change in the tourism industry and a need to rethink the existing tourism model. These symptoms had been present for the past decade in the context of ongoing global changes. However, the COVID-19 outbreak at the end of 2019, and its subsequent spread across the whole world, was an exceptional event. Furthermore, during the current, post-pandemic phase, in addition to the ongoing health crisis, there is a global unstable economy and a war in Europe, which, together, paint an uncertain and changing future.

The current context of global interconnectedness is an essential reference point for understanding the recent evolution of tourism and its future, both in general terms and, more specifically, on Spanish urban destinations. Urban tourism experienced a boom throughout the world in the second decade of the 21st century ( Canalís, 2015 ) and in 2018 accounted for 45% of global international tourism ( WTTC, 2018 ). Within this evolution, we can observe examples of good practice in the management of urban destinations in different parts of the world, such as in Linz (Austria), Antwerp (Belgium), Copenhagen (Denmark), Berlin (Germany) and Turin (Italy) (UNWTO/WTCF, 2018). In Spain, during this decade, urban tourism came to represent as much as 35% of the whole Spanish tourism sector ( EXCELTUR, 2017 ). It is worth noting, however, that this percentage varies slightly depending on the indicator considered (number of overnight stays and contribution to tourism GDP). This trend in the increasing importance of urban tourism was altered with the outbreak of COVID-19; city tourism was the tourism sector most affected during the two years of the pandemic, although, since the summer of 2022, the sector’s recovery has accelerated considerably.

Within the overall context of global change, the process of constructing a new tourism reality must have the objective of generating competitive, safe and sustainable tourist destinations ( López et al., 2022b ). In this vein, we conduct an extensive literature review and a follow-up on the debates on the topic, to identify different events that have negative influences on this objective at a global, regional-national or local-urban scale on the tourism phenomenon and the development of destinations.

the new mobility patterns of the population;

information and communication technologies (ICTs) and the digitalisation process in urban and tourism management;

sustainability, as a factor of the competitiveness, stability and viability of urban destinations; and

governance in urban destinations.

In the next four sections, we discuss each of these challenges, before finishing with an epilogue that introduces strategic proposals to help with decision-making and to adapt to the new reality of tourism.

2. The new mobility patterns of the population

The transformation of visitor flows into a phenomenon of mass tourism in Spanish cities in the past decades, with the well-documented, resulting impacts on the cities’ historical quarters, was brought about by the motivational changes of demand, the effects of certain urban renovation and image creation projects, the increased popularity of short trips and by improvements in connectivity. All of these factors stimulated both holiday and business tourism, and they had clear repercussions on the urban space. Within this context, which formed part of the tertiarisation of urban economies, the highest levels of tourism pressure were recorded in cities that enjoyed a high level of air connectivity (typically, connections through low-cost flights); had a consolidated market image; and were cruise ports. These cities included Barcelona, Palma, Valencia and Málaga ( Calle & García, 2020 ).

The pandemic initially resulted in immobility ( Novelli & Milano, 2020 ), followed by a gradual recovery of tourist movements. However, this recovery led to a new problem of hyper-mobility that has complicated tourist destination management. The mobility recovery process is associated with changes in the spatial patterns of movement that have repercussions on tourism dynamics. These new patterns of mobility are determined by aspects such as security, a reduction in air pollution, a growing importance of intermodal transportation and travel times and an incessant evolution of technologies that facilitate movement.

Certain indicators evidence a return to pre-pandemic levels of high urban tourist numbers. In Barcelona, hotel overnight stays in 2022 have already reached 92% of the 2019 figures (according to the INE’s Hotel Occupancy Survey). Demand for short-term rentals on platforms has also recovered rapidly, exacerbating the rising price on the overall housing market. Added to these dynamics is the fact that many cities purposefully decided to attract so-called digital nomads and technology-based companies, as part of the strategies for the recovery of economic activity in this type of tourist destination.

To face the challenges arising from the new mobility context in urban destinations, the essential point of reference is an orientation towards sustainable mobility, which, as well as being a factor of tourist destination competitiveness, has to be understood as a reorientation towards mobility based on criteria of social cohesion, environmental quality, clean energies, enjoyment of the public space and universal accessibility.

Within this new context, in Spain, practically all urban destinations now incorporate mobility as an essential part of their local management via sustainable urban mobility plans (SUMPs), which have the objective of implementing forms of movement based on pedestrianisation, bicycle lanes and the promotion of public transport, together with measures to reduce car traffic and the priority of pedestrian use in public spaces, among others. Regarding the transport model designed for motorised vehicles, the SUMPs seek to place people at the centre of the planning and as the principal element of public transport. However, there are methodological problems involved in the operation of the SUMPs ( Vega, 2017 ) and difficulties and challenges in their implementation. In any case, the approach of sustainable mobility, aimed at achieving less polluting movements, with reasonable times and costs, both for the user and for society as a whole ( Gallo & Marinelli, 2020 ), is key for the future of tourist destinations. This requires coordination between the plans being implemented and tourism policy, especially in the implementation of safe and efficient transport systems that allow equitable and inclusive access and that contribute to making tourist destinations more attractive.

Based on the observation of several cities in different geographical environments, Balsas (2019) argued that the pedestrianisation of urban centres contributes to reinforcing urban vitality, the safety of pedestrians and cyclists and tourism dynamization. However, these processes fostered by the pedestrianisation have also placed pressure on disadvantaged and peripheral urban areas, leading to a need for urban revitalisation interventions to be made in the context of spatial and social equity criteria. An example of this can be seen in the city of Seville in southern Spain. Typically, transformation processes in pedestrian areas are implemented in historical city centres, but in Seville, streets were also pedestrianised outside of the city centre. The effects of the pedestrianisation were studied and, when surveyed, the citizens gave positive evaluations of the programme ( Castillo-Manzano, Lopez-Valpuesta & Asencio-Flores, 2014 ).

One noteworthy, more recent experience, in terms of sustainable mobility and the pedestrianisation of urban spaces is the case of the city of Valencia. This is a paradigmatic example of the transformation of a Spanish regional capital into a cultural and economic centre and a major tourist destination ( Prytherch & Maiques, 2009 ). The city has almost 800,000 inhabitants (2023) and is the fifth largest urban tourism destination in Spain in terms of overnight hotel stays. It has a sustainable urban mobility plan ( Valencia City Council, 2022 ) that sets out a network of more than 160 km of cycle lanes, plus a further 30 km of cycle paths, with proposals for other specific action on sustainable mobility and monitoring indicators to measure its performance. The local government has elaborated a Sustainable Mobility Guide and an ordinance, approved in 2019, with the codes, rights and obligations governing the city with respect to sustainable mobility. The guide guarantees the rights of citizens to accessibility, prioritisation of sustainable mobility and quality of life. This local policy, together with the increased pedestrianisation (30,000 m 2 freed of traffic in the historical quarter in 2020–2021) and management of the city as a smart tourist destination (European Capital of Smart Tourism 2022), make Valencia showcase in changing towards sustainable mobility and quality as a residential city and as a tourist destination. However, these recent urban changes in Valencia have also given rise to urban policy and planning challenges as the city exhibits the contradictions of navigating between global modernity and regional tradition ( Prytherch & Maiques, 2009 ).

Within the field of tourism policy, nationally, the Ministry of Industry, Trade and Tourism collaborates with the different levels of government (regional and local) to produce finances plans; these are delivered within the Government’s framework for Tourism Sustainability Plans in Destinations ( MINCOTUR, 2022 ). These plans are tools applied at the local level that seeks to improve the competitiveness of tourist destinations through investments that effectively incorporate sustainability and digitalisation into the destinations’ management processes. The investments made through these plans respond to objectives that include initiatives to: combat climate change, implement sustainable mobility plans and design networks of cycle lanes. Unfortunately, a problem arises from a lack of coordination between these destination tourism sustainability plans and the local urban planning instruments or mobility plans ( Monteserín et al. , 2022 ).

Also, digitalisation is indispensable for achieving sustainable mobility, so many destinations contemplate mobility as an essential part of their smart tourist destination management. In addition to positive results on using Web-app platforms with specific purposes for the users, we can also highlight the success of last mile micro-mobility solutions, which relate to sustainability in terms of how much time they save in displacements and CO 2 emissions. We should also remember the essential role of fiscal initiatives to promote new mobility patterns.

A key issue in the sustainable planning of tourist destinations is accessible tourism ( Hernández-Galán et al., 2017 ), which constitutes one of the principal challenges of urban tourism in Europe ( Fundación Turismo de València, 2022 ). Accessible tourism is an indicator of a destination’s progress towards being more inclusive. A comprehensive vision of accessibility is required as a fundamental axis within the smart tourist destination approach ( López et al., 2022b ).

In summary, from a mobility perspective, the post-pandemic scenario in urban tourism in Spain had, in reality, already begun to take shape before 2020 based on the implementation of new models of mobility and the increasing use of ICTs as part of smart tourist destination management. However, the post-pandemic recovery in tourist flows has the potential to lead to a new phase of growth, which could have a negative impact on tourist urban destinations. In addition, the lack of coordination between public policies may impede the effectiveness of sustainable mobility measures.

3. ICTs and the digitalisation process in urban and tourism management

The growing digitalisation of tourism activity has contributed to the intensification of demand urban destinations within a context of hyper-mobility and the generation of new business models that have transformed tourism-city relations, at least in destinations that record high tourism pressure. The COVID-19 pandemic caused an interruption to these expansion dynamics, but the importance of ICTs was reinforced due to their role in the management of the crisis and the post-pandemic recovery of tourism activity.

Without a doubt, the consolidation of digital platforms in tourism services, thanks, among other factors, to the use of ICTs and their innovation capacity, particularly in short-term rentals, has had a considerable impact on urban dynamics and on the daily lives of citizens, contributing to the emergence of the so-called new urban tourism ( Frisch et al., 2019 ). Fundamentally, both accommodation and platform-based mobility services favour, on the one hand, the touristification of central neighbourhoods (such as the Central District of Madrid or the Eixample neighbourhood of Barcelona, which record the highest concentrations of tourism housing in any urban environment in Spain) and, on the other hand, the displacement of tourists across the whole city. Tourists are encouraged to venture out from city centres to search for more authentic experiences, and, in so doing, the impact of tourism extends to neighbourhoods that would not traditionally have been tourist neighbourhoods. In Barcelona, this has been the case for the districts of Gràcia and Poblenou ( Mansilla & Milano, 2019 ). This process of decentralised tourism also takes place alongside other forms of mobility and city living, such as the settling of digital nomads or other transitory inhabitants. This process gives rise to negative externalities, such as social exclusion processes (e.g. the expulsion of residents) or an unstable labour market. These negative externalities have generated social movements in different Spanish cities ( Wilson et al., 2021 ), and these new practices of tourism decentralization have proved challenging, in terms of their regulation, because they are eminently commercial and far removed from the original principles of a sharing economy. Russo & Scarnato (2018) warn, in the case of Barcelona, that overcoming a certain threshold of social tolerance leads to a change in the public perception of tourism, which generates a new critical discourse on tourism and fosters policies aimed at containing the accelerated growth of tourism supply.

Also, the intensive use of ICTs has led to the emergence of a smart approach in urban and tourism management. From the smart city point of view, public assistance programmes have been developed to support the adoption of new tourism-related technologies where tourism is considered a priority (National Plan of Smart Territories, 2017). From a smart destinations perspective, Spain has developed one of the most ambitious, institutional programmes in the world with the creation of a national network that brings together destinations, companies and technological and research centres, coordinated by the public entity SEGITTUR.

The degree of development of the smart cities and destinations on a local scale varies greatly, with projects differing in terms of their objectives and scope. Barcelona is a paradigmatic case as an international benchmark of a smart city that has evolved from a project with, initially, a fundamentally technological and economic orientation, and, more recently (after a change of government in 2015), a more social vision focused on technological sovereignty. Technological sovereignty relates to technologies developed by, and for, civil society as an alternative to commercial solutions that lead to a dependency on technology vendors ( Mann et al., 2020 ); it is one of the foundations of a new approach to the smart city.

In many local situations, we can observe a certain disconnection between smart city initiatives and tourism management initiatives. This disconnection gives rise to a loss of opportunities for a more transversal tourism management. Furthermore, smart initiatives have limited scope for resolving problems, such as those derived from excess tourist pressure; their limitations result from their experimental nature, a technological bias and deficient integration in the urban-tourism strategy ( García-Hernández et al., 2019 ).

More positively, we can observe advances that derive from the central role of innovation and the application of technology in urban and tourism policies within the framework of smart city strategies. The creation of sensor networks, and their integration into management platforms, has improved the efficiency of public services and facilitated the coordination of municipal departments in cities such as Barcelona and Santander. Moreover, in these two cities, the use of digital platforms (Decidim Barcelona and Santander City Brain) has promoted social participation in the planning and management processes of the city, including those related to tourism. Therefore, these platforms have constituted useful tools to enhance the integration of the citizens and transparency in local policy.

From a more sectoral point of view, tourism smartness constitutes another area of notable improvement. The most innovative tourism and marketing management entities, such as those in Barcelona, Seville or Valencia, are developing tourism intelligence systems that use new digital data sources to contribute to knowledge-based decision-making. The tourist intelligence systems conduct advanced analyses using big data techniques and incorporate predictive information with the objective of enhancing the whole cycle of a visitor’s trip. In addition to the technological component, which is the most developed, the creation of these systems should imply a greater public–private collaboration in the destination and the opening of data to facilitate the development of innovative initiatives (Open Data). However, the development of both of these processes is slow and complex. Among the most noteworthy projects, we can highlight: (i) the Tourist Data System (promoted by LabTurisme of the Provincial Government of Barcelona and EURECAT), a platform that integrates accommodation data to monitor the economic situation and compare performance between companies; or (ii) the Gijón Data Lab, with analogous objectives for the tourist accommodation sector of the city of Gijón.

Within the digitalisation context, three Spanish cities have been recognised as European Capitals of Smart Tourism: Málaga, Valencia and Seville. In the case of Málaga (2020), its transformation from a coastal destination to an innovative, cultural destination has been highlighted. It has used ICTs to improve the visitor experience and to reinforce the innovation of local companies, while strengthening sustainability and universal accessibility. In the case of Valencia (2022), its commitment to sustainability and its objective of becoming carbon neutral by 2030 have been highlighted, together with its development of a tourism intelligence system, its advanced management of cultural heritage and its improvements in both physical and digital accessibility. Seville has been recognised in 2023 as a benchmark for strategic, public–private partnerships that strengthen tourism competitiveness while attracting initiatives related to innovation, technology and creative industries. These advances have been developed in parallel with the commitment to sustainability, the fight against climate change and the promotion of accessible tourism.

4. Sustainability, as a factor of the competitiveness, stability and viability of urban destinations

The universalisation of tourism constitutes an important social gain, reflecting a certain level of well-being with more time and money spent on leisure and recreation. However, the growth in demand, and the fact that tourism has become an object of desire and accumulation, has led to a mass consumption of resources (environmental, socio-cultural and economic) that has put a strain on the sector.

Tourism development in Spain (and in many other parts of the world) has been based on a continual increase in the number of visitors (without taking into account the carrying capacity of the territory), and short-term economic benefits. Besides, tourism products have been traditionally rather homogeneous, with a low presence of the local culture and traditions, and the environmental pressure in the territory has been strong in terms of resource consumption (water, energy and land) ( Ayuso, 2003 ; Murray, 2015 ). This tourism development in Spain has brought about clear negative impacts in many destinations and, especially, in mass tourism cities such as Barcelona, Palma de Mallorca, Madrid and Seville where examples of social contestation have been identified that question the real benefits of tourism ( Milano & Mansilla, 2018 ; Elorrieta et al., 2022 ). Common strategies to combat mass tourism include limiting the accommodation supply and redirecting tourists to less well-known (and, therefore, less crowded) areas of the city. Barcelona, for example, opted to: decentralise the tourist bus routes, apply a moratorium on tourist apartment licences (to regulate the supply of short-term rentals) and implement a Special Urban Plan for Tourist Accommodation (PEUAT) for the territorial redistribution of tourist accommodation.

Spanish tourism is facing significant challenges from a sustainability point of view, such as overcoming its dependence on certain foreign markets, improving the quality of employment, achieving a real and satisfactory coexistence for tourists and residents and rationalising the consumption of resources for better environmental health. However, maybe the two most holistic and critical issues to address are the climate emergency and the constant, hyper-localised, tourism growth model.

According to the European Environment Agency, Spain is one of the European countries with the highest level of vulnerability in relation to the impact of global warming and its capacity to adapt to it. Although the potential for climatic incidents in cities would seem lower than some other destinations, as they are not so dependent on climate conditions, it should be noted that climate change will also have serious repercussions on tourism demand (motivation, planning the trip, annual distribution and days of stay) and could transform the tourist consumption model in urban destinations ( López et al., 2022b ).

Some Spanish destinations have already begun to implement actions to reduce the contribution of their tourism to climate change. The city of Valencia, for example, has calculated the carbon footprint for the whole of its tourism activity ( VLC & Global Omnium, 2019 ) and has presented a Sustainable Tourism Strategy which commits to achieving a carbon neutral state by 2030. The lines of action focus on energy self-generation with renewable energies, electric mobility, the use of natural areas of the city as CO 2 sinks and the labelling of local products.

With respect to constant and hyper-localised tourism growth, it should be noted that this is unsustainable by nature. When resources are finite, a year on year increase in their consumption irremediably leads to collapse. If, in addition, this growth is concentrated in a few regions of the country (traditionally the islands and the coast), there will clearly be a more than probable and serious level of overcrowding and over-exploitation in the short to medium term. COVID-19 has highlighted this reality: the vulnerability of the tourism sector and the economic dependence of many Spanish cities on tourism. At the same time, the deceleration of international and mass tourism during the pandemic has significantly relieved the most overcrowded destinations, leading to a “temporal” improvement in residents’ lives. This relief has provided new arguments to the currents of thought calling for de-growth in tourism ( Fletcher et al., 2020 ).

In summary, sustainability should not just be understood as a factor of competitiveness but also as a factor of stability and control. Therefore, the tourism sector (for its viability) should become involved in developing more sustainable tourism models. Although the Spanish tourism sector accepts this need, sustainability does not seem to be the option chosen spontaneously by the market. There is an imbalance between the will and the reality of the sector. The tourism sector continues to focus mainly on economic benefits and the short term, while the application of sustainability continues to depend, excessively, on a framework of reasoning and the territorial and social context. It seems clear that, on a discursive and apparent level, Spanish tourism has incorporated sustainability as an essential aspect. However, measurable results in terms of actions or strategies informed by sustainability are not widely evident or easily reportable.

5. Governance in urban destinations

The participation of the public sector in tourism development processes, and its role in the tourism system as a whole, have been a constant feature in Spain since the beginning of tourism, although the public sector’s purpose, means and intensity have varied over time. Historically, we have seen that in periods of crisis there have been almost unanimous calls for action by the public administration. This has been the case with the COVID-19 pandemic ( López et al., 2022b ) and is continuing during the post-pandemic stage.

The initial assessments of the events in 2020 and 2021 reveal the important work done by the public administration (at its different levels) to manage the crisis, although there were some contradictions. During the pandemic (which can be considered an exceptional period) the needs arising due to the health crisis were met, and help was provided to enable the tourism business fabric and labour markets of the destinations to survive. Tourism was on stand-by for months and the public administrations attempted to ensure a minimum level of activity whenever possible. During the pandemic phase, to minimise the crisis, interaction between the private and public sectors was intensified. This cooperation was essential to enable the recovery of the market, with evolution towards a new model of urban destinations.

in the defence of its own interests (of the pre-existing economic and social model), which could slow down the changes that are called for; and

in the design of strategies to adapt to the “new model”, which could enable evolution but at a slow pace.

The roles of the public and private actors are reinforced by the consensus that exists regarding the need for public–private collaboration and participation: once again we should remember that the public and private sectors should work more closely together both under normal conditions and in times of crisis to transform the sector. The public–private relationship is considered to be essential in the concept of governance, understood as a paradigm of destination management, in particular, of urban destinations. The relationship between the actors must include the host society (participation of the residents) and the tourists (consideration of their opinions and their behaviours).

Over the past 50 years, Spain has had successful experiences in public–private cooperation and collaboration, in particular, in the design and implementation of planning instruments in response to the cyclical crises that have ensued ( Velasco, 2016 ). In recent years, an intensification of the institutionalisation process of tourism management on a local scale has been observed. This institutionalisation follows the principles of good governance, and Barcelona and Seville showcase several examples of practices and innovations in this field.

In 2008, Barcelona initiated the creation of strategic tourism plans and, to date, three have been elaborated. The latest is the Barcelona Strategic Tourism Plan 2020 (approved in 2017), which introduced a significant change in the tourism policy of Barcelona, shifting the traditional “tourism promotion” approach towards a “tourism management” approach for the city. The plan also committed to more open and participative tourism governance. It should be noted that the tourism management structure of Barcelona currently has two institutions responsible for participative collaboration and cooperation processes, the likes of which are implemented by very few cities. First, there is the Interdepartmental Tourism Board of the city council, created in 2014, and, second, the City and Tourism Council, created in 2015. These two institutions bring together members of the local government, leaders of political groups, representatives of entities (neighbourhood associations and business associations) and professional and academic experts.

Seville, like other large Spanish cities, has a consolidated strategic tourism plan, the City Tourism Plan of Seville (2021–2024), which is a joint strategy of the City Council of Seville and the Regional Government of Andalusia. The plan is structured into seven challenges, one of which refers to the “Improvement of destination governance” through which it seeks to work on a tourism management model based on cooperation, sustainability and innovation. The Seville tourism management structure is comprised of, among other instruments, a Local Tourism Council that was created in September 2021. It was designed as a body to cooperate with the rest of the public administration and with political groups, entrepreneurs, residents, universities and other entities. Its aims are to address governance and the recovery of tourism post-COVID, based on sustainability, to foster the coexistence of residents and travellers and to reinforce public–private collaboration.

Faced with an uncertain post-pandemic scenario and a new reality within a context of global change, Spain requires a new tourism policy that must be based on the governance paradigm. Governance, understood as good government, must be claimed and made explicit. The pandemic, and its subsequent consequences, have shown the need for institutions to act when faced with crisis. Good governance is a desirable way to overcome the problems that arise from any type of crisis, and to cope with the complexities of the new realities that emerge. Tourism policies change and have to be adapted to the new realities.

Good governance is also essential to ensure development is sustainable and stakeholder participation is a vital aspect of this process. In 2019, the Sustainable Tourism Strategy of Spain 2030 was approved by the State Secretariat for Tourism. The strategy is structured into six principles, one of them being “Participation and governance”.

In addition, the context of international interdependence requires a supranational “policy” approach and, in recognition of this fact, it has been confirmed that the European Union will no longer be a secondary actor but will, from now on, be a primary actor in the tourism sector. The European recovery funds (Next Generation Fund) are evidence of this as these funds were created to deal with the economic crisis resulting from the COVID pandemic, in which tourism is immersed. Spain is aligned with the European proposals for tourism recovery, which, ultimately, determine not only the aims for the tourism sector, but also the aims for other interrelated sectors (such as the environment, renewable energy, technologies). It should be noted that these funds are framed in the “new economic model”; therefore, they pursue a new reality (green economy, digitisation, sustainability and social reality), and, consequently, a “new tourism model”. These supranational and national policies will be projected on a regional and local scale. It is at the local (metropolitan) scale where governance guidelines will have to be adapted and implemented, according to the specific management of each destination. Multi-level governance has emerged as a desirable and inevitable challenge.

6. An epilogue: strategic guidelines

Changes in the spatial mobility of Spain’s population, of the means and modes of transport, of the new motivations of demand and of the effects of digitalisation in the current stage of transition, must be oriented towards sustainable mobility. This objective can be gradually materialised through sustainable mobility plans. However, it is crucial to coordinate the mobility policies and plans with urban planning and tourism actions, to generate real and effective sustainable planning of urban destinations.

The new management approaches of major tourist city destinations should incorporate digitalisation as a lever for collaborative innovation while regulating the impacts (economic and socio-cultural) that are derived from the new business models brought about by the ITCs. The initiatives developed within the smart city/destination approach have favoured the development of innovative projects in a triple helix scheme (administration, technological and consultancy firms and universities/research centres), made evident in diverse initiatives that connect technology, innovation and entrepreneurship (hackathons, CityLabs and business incubators). These initiatives have reinforced a type of experimental governance ( Cowley & Caprotti, 2018 ), with unequal results and, in general, with difficulties in terms of scaling up and generating benefits for the city/destination that have promoted them. Despite the interest of these initiatives in promoting innovation, the experience acquired shows that we should ask who is really benefiting from these initiatives, as they are based on public financing and test private solutions ( Clark, 2020 ). Based on this analysis, where applicable, the priorities of the smart city/destination strategies should be redefined.

In Spain, the smart city approach reveals a paradox between the smart destination and the city itself. The concept of the smart destination has become consolidated within a planning and management model that underpins the national network of smart destinations (with 437 member destinations in September 2022, of which 80% are provincial capital cities). However, the smart city does not play a central role in urban policies and has been criticised for its economic and neoliberal bias in cities such as Barcelona, which has redefined its smart strategy with more technology sovereignty and a people-centred orientation. This paradox urges to debate on the possibility of moving beyond the smart city/smart destination approach towards an urban and tourism management approach ( Coca-Stefaniak, 2021 ; Kitchin, 2022 ).

The Spanish tourism industry needs to debate on the limits of tourism growth to achieve a more socially and environmentally fair model. This debate must be about the real carrying capacity of destinations (restrictions in mass transport, disincentives to non-essential or short trips and limitation and distribution of accommodation places), but also about cost and benefit redistribution measures (taxes on transport carbon emissions, subsidies to local, small and medium-sized firms and investment in sustainable practices). Some European cities have already begun to announce measures in this respect, for example, Amsterdam proposes to limit the number of visitors, ban new hotels and increase the tourist tax ( Goodwin, 2021 ).

The tourism “success” of the country should be measured according to new criteria that facilitate a cost–benefit analysis of the activity. Having a performance dashboard that enables a combined reading of classic economic indicators (tourist expenditure and overnight stays) with quality of life and environmental well-being (satisfaction of residents, quality employment, carbon footprint and environmental certification) should facilitate more sustainable decision-making. The European Tourism Indicator System is a good example in this respect. Launched in 2013 by the European Commission, it provides 43 management and social, cultural, environmental and economic indicators of tourism and has been tested in more than 50 European destinations ( European Commission, 2016 ).

With respect to the governance of urban destinations, we have seen that destinations have the capacity to adapt to the new, post-COVID tourism situation, and that the different actors are committed to the process of constructing the new tourism reality. Therefore, the new tourism has to be based on creating competitive, safe and sustainable destinations. Governance constitutes a necessary and indisputable principle of present and future tourism.

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VLC & Global Omnium . ( 2019 ). Cálculo de la huella de carbono de la actividad turística de la ciudad de València . Retrieved from https://fundacion.visitvalencia.com/sites/default/files/media/downloadable-file/files/INFORME%20HUELLA%20DE%20CARBONO%20ACTIVIDAD%20TURI%CC%81STICA%20CIUDAD%20DE%20VALE%CC%80NCIA%20INFORME%20EJECUTIVO%20%285%29.pdf ( Accessed 30 September 2022 ).

Wilson , J. , Garay-Tamajón , L.l. , & Morales-Pérez , S. ( 2021 ). Politicising platform-mediated tourism rentals in the digital sphere: Airbnb in Madrid and Barcelona . Journal of Sustainable Tourism , 30 ( 5 ), 1080 – 1101 .

WTTC ( 2018 ). City travel & tourism impact 2018 . World Travel & Tourism Council .

Further reading

Secretaría de Estado de Turismo . ( 2019 ). Directrices generales de la estrategia de turismo sostenible de España 2030 . Retrieved from https://turismo.gob.es/es-es/estrategia-turismo-sostenible/Documents/directrices-estrategia-turismo-sostenible.pdf ( Accessed 29 January 2021 ).

World Tourism Organization and World Tourism Cities Federation. ( 2018 ). UNWTO/WTCF city tourism performance research , Madrid : UNWTO .

Acknowledgements

This paper has received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska Curie grant agreement No 890281; and from the EU’s programme Horizon 2020 under the grant agreement No 870753 Project title: Cities as mobility hubs: tackling social exclusion through “smart” citizen engagement (SMARTDEST).

Corresponding author

About the authors.

Anna Torres-Delgado is based at School of Hospitality and Tourism Management, University of Surrey, Guildford, UK and Department of Geography, Universitat de Barcelona, Barcelona, Spain

Francisco López Palomeque is based at Department of Geography, Universitat de Barcelona, Barcelona, Spain

Josep Ivars-Baidal is based at Tourism Research Institute, Universitat d’Alacant, Alacant, Spain

Fernando Vera-Rebollo is based at Tourism Research Institute, Universitat d’Alacant, Alacant, Spain

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'Tourist, go home': Why Spain has a movement against mass tourism

Why are some people rejecting tourism, even when it is such an important source of income? The answer lies in the problems related to the massive arrival of visitors in some cities and neighbourhoods.

Almost all restrictions derived from the Covid-19 pandemic have been lifted and Spain is preparing to receive millions of visitors again. In March, the number of arrivals increased eightfold compared to the same period last year, an indicator that anticipates a very busy summer , if the war does not cause more damage to the travel sector.

But with the return of mass tourism, a phenomenon that pits locals against tourists, and even locals against each other, is also being reactivated in some overcrowded destinations : the movement that rejects mass tourism.

Why are some people rejecting tourism, even when it is such an important source of income for the Spanish economy? The answer lies in the problems related to the massive arrival of visitors in some cities and neighbourhoods.

One of the most important problems is the sharp increase in the rental price of housing . As a result of the advent of very profitable holiday rental flats, permanent residents have to struggle to find a suitable flat at an affordable price. The Rental Housing Price Index (RHPI) shows how prices have risen across Spain since 2015.

If the RHPI value in 2015 was 100, five years later it is between 105 and 113 in every region. And the most affected areas are some of the main tourist destinations: the Balearic Islands , Catalonia , the Valencian Community and Madrid .

Fights, balconing

But the problems do not only have to do with rents. Sometimes the locals also have to put up with the bad behavior of some tourists, related to excessive alcohol consumption, which leads them to do things that they would not do in their places of origin. Residents of tourist areas protest every summer against excessive noise at night , fights in the streets or illegal gatherings of people drinking outdoors, among other issues.

Another problem is that every summer there are deadly consequences linked to excessive drinking. 'Balconing' is the word created in Spain to refer to accidents when tourists jump from hotel balconies. It can happen when trying to get from one room to another, jumping into the pool from an upper floor of the hotel , or just because some people are so drunk that they accidentally fall.

The CO₂ footprint

Another issue related to tourism is the ecological footprint. The Mallorcan association Terraferida stated that between 1993 and 2018 the planes going to and from Palma airport emitted 93 million tons of CO₂. But there are other sources of criticism.

The airports of Spain have received almost every year - excluding the years of the Covid-19 restrictions - a growing number of passengers. In 2019, 275 million travelers were recorded , according to data from Aena, the Spanish operator that manages national airports. These are 87 million more passengers than just 10 years before.

The greater the number of passengers, the greater the space needed for the planes. At some point, some airports are considering the need to expand their facilities. This was the case of the Barcelona El Prat airport, but massive protests stopped the project.

The Zeroport platform criticized that the expansion would have affected the green area of the Delta del Llobregat , right next to the runway. In addition, they considered this plan as a mere "speculative operation" to improve financial results.

The cruises

Cruise ships are also not viewed positively by some people, as they bring a large number of visitors to the same place in a short time and cause environmental problems. A study by Terraferida reveals that 77,000 tons of oil are burned in the port of Palma over 15 months.

Some governments have already started to adjust the capacities of their ports. The Balearic Islands have just announced that they are going to limit the number of cruise ships in the port of Palma to three per day , becoming the second destination in the Mediterranean Sea to cap the arrival of this type of ship. The first port to do so was Dubrovnik, Croatia.

If some people in tourist areas are fed up with the overcrowding of visitors, what is the solution? There have been many discussions about diversifying the economy , but no big changes are happening yet. Meanwhile, the controversy is served one more year.

*Pablo Morilla is a journalist, author of the blog Michan en Finlandia

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This Quaint Town in Portugal Was Just Named the Best Place to Invest in Europe — and It Has Stunning Beaches

Lush pine forests, cobblestone streets, endless ocean views, and low real estate prices await in this quaint community in northern Portugal.

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Portugal is on everyone's mind these days. The country's sunny weather , many beaches , and affordable cost of living have made it a popular choice for retirees and digital nomads. However, as is often the case, real estate prices in some of its most sought-after regions, like the capital, Lisbon and Algarve , have soared. But that doesn't mean you should give up on your dream of owning property in Portugal.

A new report by International Living ranked the small, under-the-radar- town of Caminha the best place to invest in real estate in Europe for its value and growth potential. 

The community is located in the northwest along the mouth of the Minho River, which separates Portugal from Spain, and is home to about 16,000 residents. International Living gave Caminha a perfect score of 10 in the relative value category and nine for quality of life and stability.

"Caminha, which is only separated from Spain by a river, completely charmed me," Ronan McMahon, founder of Real Estate Trend Alert and author of International Living's Global Real Estate Index, told Travel + Leisure . "It has a beautiful Old Town surrounded by a verdant and bucolic countryside, with mountains, rivers, forests, and fields overflowing with brightly colored flowers and fruit trees heavy with their bounty. And then there are the stunning Atlantic beaches."

The ancient town has plenty of character, with fountains, churches, and other buildings dating back to the 16th and 17th centuries. And it's easily accessible from Porto, which is just an hour and 15 minutes south, providing access to an international airport. 

Jeff Opdyke, International Living's personal finance editor, called Caminha a "holdover of Portugal before tourism and modernity swept over Lisbon, the Algarve, and Porto," where affordable real estate is still the norm. 

Potential buyers can find apartments downtown for as low as $150,000 and stand-alone houses for $280,000 .

And while Caminha is the best place to invest in Europe, another destination took the top prize for global real estate value: Mexico's Los Cabos. International Living ranked first with almost perfect scores in categories such as income potential, climate, and international appeal. Riviera Maya and Estepona in Spain, a town in the country's famous Costa del Sol region, are tied for the third place.

You can see the full ranking at internationaliving.com .

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In a Communist Stronghold, Capitalists Become an Economic Lifeline

Cuba’s Communist revolution took aim at private businesses, making them largely illegal. Today, they are proliferating, while the socialist economy craters.

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By David C. Adams

David C. Adams visited more than a dozen private businesses in Havana to document the growth of the private sector.

A modern grocery store whose shelves are packed with everything from pasta to wine fills a spot in central Havana once occupied by a drab state-owned flower shop, its ceilings and walls repaired and repainted.

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A former state glass company in a Havana suburb now houses a showroom for a private business selling Cuban-made furniture.

And at the Cuban capital’s port, forklifts carefully unload American eggs from a refrigerated container. The eggs are bound for an online private supermarket that, much like Amazon Fresh, provides home delivery.

These ventures are part of an explosion of thousands of private businesses that have opened in recent years across Cuba, a remarkable shift in a country where such enterprises have not been permitted and where Fidel Castro rose to power leading a communist revolution determined to eliminate capitalist notions like private ownership.

But today Cuba is confronting its worst financial crisis in decades, driven by government inefficiency and mismanagement and a decades-long U.S. economic embargo that has led to a collapse in domestic production, rising inflation, constant power outages and shortages of fuel, meat and other necessities.

So the island’s communist leaders are turning back the clock and embracing private entrepreneurs, a class of people they once vilified as “filthy” capitalists.

Taking advantage of loosened government restrictions granting Cubans the legal right to set up their own enterprises, roughly 10,200 new private businesses have opened since 2021, creating a dynamic, if fledgling, alternative economy alongside the country’s hobbled socialist model.

Underscoring the growth of private businesses — and the government’s economic travails — private sector and government imports last year each totaled about $1 billion, according to government data.

Much of the private sector imports came from the United States and were financed by cash remittances sent by Cubans there to relatives back home. About 1.5 million people work for private businesses, a 30 percent jump since 2021, and they now represent almost half of the total work force on the Caribbean island.

“Never has the private sector been given so much space to operate in Cuba,” said Pavel Vidal, who studies Cuba’s economy and is a university professor in Cali, Colombia. “The government is bankrupt, so it has no other choice but to invite other actors in.”

Despite the private sector’s growth, its overall contribution to Cuba’s economy, while increasing, remains modest, accounting for about 15 percent of gross domestic production.

Still, the economic transformation is significant enough that it is leading to deep divisions in the island’s communist system as a new business elite acquires wealth, something anathema to Cuba’s revolutionary ideology.

Cubans working for the state, including white-collar professionals, doctors and teachers, make the equivalent of roughly $15 a month in Cuban pesos, while employees in the private sector can make five to 10 times that amount.

A government salary does not go very far in the private stores that have popped up, where a bag of Italian potato chips costs $3, a bottle of good Italian wine $20 and even an everyday need, like toilet paper, costs $6 for a pack of 10 rolls.

Most customers who can afford those kinds of prices receive money from abroad, work for other private businesses or are diplomats.

“You have to be a millionaire to live in Cuba today,” said Yoandris Hierrezuelo, 38, who sells fruit and vegetables from a cart in Havana’s Vedado neighborhood, earning about $5 a day. “The state can no longer meet the basic needs of the population.”

Cuban government officials said the legalization of private businesses was not a grudging acceptance of capitalism for the sake of economic survival, making it clear that state-run industries still dwarf the private sector’s role in the economy.

“It’s not an improvised strategy,” Susset Rosales, the planning and development director at the Ministry of Economy, said in an interview. “We have a very clear idea of the pathway for gradual recuperation of the economy with the incorporation of new economic actors that are complementary to the socialist state economy.”

But U.S. officials say that the growth of private businesses could be a game changer, paving the way for greater democratic and economic freedom.

“The question is — are they enough?” said Benjamin Ziff, the chargé d’affaires who heads the United States Embassy in Cuba. “Cuba is falling apart faster than it is being rebuilt. There is no turning back.’’

A key question, he added, is whether the government will allow the private sector “to expand fast enough and freely enough to meet the challenges.”

Cuba’s rapidly expanding private sector has attracted deep skepticism within Miami’s staunchly anti-Communist Cuban exile community, where many dismiss it as a ruse by Cuba’s communist leaders to ride out the economic crisis and cling to power.

Representative Maria Elvira Salazar, a Republican and one of South Florida’s three Cuban Americans in Congress, led a congressional hearing in January about private business titled “The Myth of the New Cuban Entrepreneurs” and suggested that licenses for such ventures were reserved for relatives of Cuban government officials.

“The Cuban regime is still in the business of power, and there’s nothing that proves to me that they’re willing to give a portion of that market share to anybody else but themselves,” she said in an interview.

Since banning private businesses in the 1960s, Cuba has, in fact, experimented with free market practices during other times of hardship, only to roll them back later when economic pressures eased.

When the Soviet Union collapsed in the early 1990s and left Cuba without its main economic benefactor, the government issued a limited number of “self-employment” licenses for some low-income tradespeople, including barbers and tire repairers.

After President Barack Obama restored diplomatic relations with Cuba in 2015 and relaxed the U.S. embargo, American tourists flooded the island, and U.S. companies began exploring investments.

Still, the Communist Party never fully embraced the private sector, regarding it as a potential Trojan horse for “Yanqui imperialists.”

Then came a double blow. Donald J. Trump’s election in 2016 led to the restoring of sanctions on Cuba, including a ban on U.S. cruise lines sailing there. Three years later, the Covid-19 pandemic shut down Cuba’s tourism sector entirely, its largest source of foreign currency.

Since then, Cuba has been in financial free fall. Production of pork, rice and beans — food staples — plunged by more than half between 2019 and 2023, according to the government.

This year Cuba requested — for the first time — help from the United Nations World Food Program, to provide enough powdered milk for children, the state-run media reported. A lack of oil and an aging electrical grid have led to rolling blackouts across the country.

The worsening living conditions triggered a rare public display of unhappiness in March as hundreds of people took to the streets of Santiago de Cuba, the country’s second-largest city, chanting, “Power and food,” according to social media and official government reports.

The economic hardships have set off an enormous surge in emigration. Since 2022, roughly 500,000 Cubans have left the island, an extraordinary exodus for a country of 11 million, and most Cubans who have left have gone to the United States.

Amid so much deprivation, privately run small businesses offer a small dose of hope for those with the money to open them, and for their employees.

Many are taking advantage of regulations introduced in 2021 granting Cubans the legal right to set up their own enterprises, which are limited to 100 employees.

Across Havana, new delis and cafes are appearing, while entire office floors are leasing space to young entrepreneurs bursting with business plans and products, from construction and software to clothes and furniture.

Diana Sainz, who had lived abroad for much of her life and worked for the European Union, took advantage of the economic changes in her homeland and opened two Home Deli markets in Havana, offering a mix of locally made items like pastas and ice cream, as well as imported goods, such as beer and cereals.

Ms. Sainz says Cuba had not had a private supermarket in decades. “Now it’s beautiful to see a store on every street corner,” she said. “When you compare things to five years ago it’s totally different.”

Still, many business owners said the Cuban government could do more to build the private sector.

Cuba’s state-owned banks do not allow account holders to access deposits in dollars to pay importers because of the government’s lack of foreign currency to pay its own bills. U.S. sanctions also prohibit direct banking between the United States and Cuba.

And the Cuban government has kept major industries off limits to private ownership, including mining and tourism.

But that has still left plenty of opportunities.

Obel Martinez, 52, a Cuban American interior decorator from Miami, recently partnered with a local restaurant owner to reopen a landmark Havana restaurant, La Carreta, that was abandoned by the state a decade ago.

“The ceiling was falling, and we had to totally demolish the interior and rebuild it,” he said.

Mr. Martinez grew up in Cuba and after working in Spain and Mexico, he resettled in Miami but never gave up his Cuban residency.

“We are showing the state that it’s possible to do things another way,” said Mr. Martinez, as he surveyed a busy lunchtime crowd in the 136-seat restaurant, which serves traditional Cuban fare. “And we’re totally private.”

Read by David C. Adams

Audio produced by Patricia Sulbarán .

Panama presidential contenders downplay gathering economic clouds

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Valentine, a French-Panamanian who majored in journalism and philosophy, joined Reuters in December 2021 after spending eight years in Spain. She studied at the University of Navarra and after graduation held different roles at Spanish news outlets 'El Español', 'El Confidencial', and 'La Información'. Valentine has helped boost the team's win rate, broke news on high-profile developments, and collaborated with the Spanish service and polling teams. She spends her free time producing podcasts, playing violin, trying to learn Mandarin, and searching for the best cafes in town.

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Solomon Islands picks China-friendly Manele as new prime minister

Solomon Islands lawmakers selected Jeremiah Manele as their new prime minister on Thursday, elevating the former foreign minister who has pledged to continue the Pacific Island nation's international policy that drew it closer to China.