Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m
Top line
Spain is pivoting its tourism model toward sustainable, year-round, and geographically diverse growth to manage rising visitor numbers and mitigate overtourism impacts.
Summary
Spain is shifting its tourism strategy as it nears a record 100 million annual foreign visitors. Tourism Minister Jordi Hereu emphasizes a transition toward 'calm growth,' focusing on regional diversification and deseasonalisation rather than the traditional 'sun and sand' model. By leveraging €3.4bn in EU funding, the government aims to promote lesser-known areas, improve job stability, and mitigate the social and environmental pressures of overtourism. This approach prioritizes increasing the economic value per visitor over total visitor numbers, while responding to regional concerns regarding housing affordability and resource management.
Highlights
- Spain is approaching a record 100 million foreign visitors, with 96.8 million recorded last year.
- Tourism accounts for more than 12% of Spain's GDP.
- Tourism Minister Jordi Hereu advocates for 'calm growth' that focuses on revenue value over simple visitor volume.
- The government is investing €3.4bn of EU funds to modernize the sector and promote less-frequented inland and northern regions.
- Strategic goals include 'deseasonalisation' to ensure year-round tourism and combat rural depopulation.
- The 2030 tourism strategy prioritizes diversifying offerings beyond the traditional 'sun and sand' model.
- Revenue from tourism grew by 6.8% to €134bn last year, outstripping the 3.2% growth in visitor numbers.
- Overtourism has caused social friction, leading to debates over the regulation of tourist flats and housing impacts.
- Political debates persist regarding government intervention versus market self-regulation for the tourism industry.
- Climate change impacts, including droughts and forest fires, are being addressed through renewable energy and improved resource management initiatives.
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