Spain needs to rethink its tourism strategy

Published on : Monday, December 26, 2016

spainSpain’s tourist charm rests on its sandy beaches, warm waters and salubrious weather. But after a record-breaking visitor number in the last 12 months, there is apprehension that tourism might suffer a setback for attracting foreign holidaymakers. Spain’s sudden surge in tourists is less due to any particular strategy and more due to fear from terror attacks and instability in countries like Egypt, Tunisia, Turkey and France. Although the overall tourist numbers are up, the average amount they are spending is down. Some popular destinations in the country are becoming saturated with low-spending tourists whose numbers and behaviors are giving rise to problems and now questions are coming up about the efficiency of Spain’s traditional and decade old sun and beach tourism model.

According to Ernst & Young, Spain needs to “reorientate its strategy” for attracting higher-spending “premium” tourists from Europe and other places, rather than those looking for cheap break. It’s time for Spain to rethink about its approach to tourism.

Philip Moscoso of Spain’s IESE business school says, “Although we all know that tourism is our number one industry – and that we owe it considerable thanks economically over the past few years – a lot of people are fed up with so much tourism, especially in summer.” Moscoso also added that although Spain is working for attracting higher spending visitors by revamping some of its decaying destinations, it also needs to invest more in promoting its interior and culture. Rafael Gallego, president of the CEAV also agreed that more needs to be done for attracting tourists with more spending and promoting the country’s popular charms that will boost Spanish tourist economy for long. It cannot take its sunny sandy allure for granted.


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