Spain is intensifying efforts to broaden its tourism appeal beyond the traditional “sun, sand and sea” model as it anticipates another record‑breaking year in which foreign visitor numbers could reach 100 million for the first time, the tourism minister said.
In a conversation with The Guardian, Minister of Industry and Tourism Jordi Hereu dismissed claims that Spain is saturated, noting that “old formulas no longer work”, especially amid growing concerns about overtourism and climate impacts.
Hereu emphasised that the steady rise in visitor numbers—including a potential boost this summer due to uncertainties in Middle Eastern destinations following the US‑Israel‑Iran conflict—can be managed sustainably and responsibly.
Last year the influx of foreign tourists rose by 3.2 % to 96.8 million, while their expenditure increased 6.8 % to €134 bn (£116 bn). First‑quarter figures for the current year show visitor counts up 3.4 % and revenue up 6.7 %.
“With that growth we could reach 100 million,” Hereu said. “However, we focus on what I term ‘calm growth’—growth that can be easily managed. I think for the moment our forecast is moderate.”
Tourism remains a pillar of Spain’s economy, contributing over 12 % of GDP. Yet its rapid, unchecked expansion in recent years has sparked protests and backlash, as overtourism—particularly the proliferation of tourist apartments—has reshaped neighbourhoods, displaced locals, and strained public services and natural resources.
Asked about sustainability, Hereu answered, “Yes, if we do our homework; no, if we do nothing.” The minister, a former Barcelona mayor, praised his successor Jaume Collboni for banning tourist flats in the capital by 2028, but noted Spain’s decentralized system makes national directives harder to implement.
He contrasted the orientations of left‑wing and right‑wing administrations, noting the left is more inclined to regulate tourism, whereas the right trusts market self‑regulation—an approach he says is not working in many areas.
Hereu said anti‑tourism sentiment remains a minority voice but a new approach is warranted, urging local and regional authorities to properly limit, regulate, and tax tourism offerings.
“I believe there are places in Spain that are now seeing the effects of unregulated tourism. I also want to make clear that the left favours regulation, while the right prefers a free‑market approach that, in practice, is not self‑regulating.”
Hereu said the growing need for a new model is clear, and that local and regional authorities must impose appropriate limits, regulations and taxes on tourism activities.
“I see there is a demand for a better tourism model,” he commented. “Our culture is one of welcome, but the key principle is transforming the model to stay ahead because the old formulas no longer work.”
While defending traditional beach tourism—which still accounts for 37 % of visits—Hereu acknowledged tourists now seek experiences beyond sun‑lounging.
Surveys show guests who come for relaxation also request add‑ons—“beach plus”—a trend that adds value, he added.
The socialist‑led coalition is committed to the sustainable principles set out in its 2030 tourism strategy.
Its core pillars are decentralising destinations over time, promoting deseasonalisation, and diversifying beyond the long‑familiar sun‑sand‑sea model that launched the Spanish tourism industry.
Hereu argues sustainable tourism requires less seasonality, less beach focus, and greater geographical and cultural diversity.
The current campaign, “Think You Know Spain? Think Again,” shifts focus from coastal imagery to showcase churches, paradores, orange groves, folk festivals, food, wine, lakes, green spaces, crafts, and even rain, highlighting inland and northern green Spain.
He added that low and mid‑season tourism is growing faster than high season, and that inland green Spain is expanding more than the high‑season segment.
Spain’s dependence on tourism became stark during the Covid crisis, when international arrivals fell 77 % to 18.9 million in 2020. The government invested €3.4 bn of EU Next Generation funds into modernising the sector.
That investment has enabled less visited regions—Castilla‑La Mancha, Castilla‑y‑León, Extremadura, Galicia, Asturias, Cantabria, the Basque Country and Navarre—to develop tourism markets.
“There’s a lot of potential, and that’s where we need growth to happen,” Hereu said. “In the Mediterranean coast, especially now, high‑season limits are tightening.”
Hereu believes diversifying and decentralising will address depopulation by retaining young people in their home towns and extending the season, creating stable employment.
He noted that the season now opens in April, May, June, and sometimes sees activity into October, providing longer job stability and higher salaries, which in turn attracts and retains workers, fostering social stability and profit redistribution.
Hereu also highlighted the need to adapt to climate change impacts—droughts, heat waves, forest fires, floods, sea‑level rise—through renewable energy, efficient water use and solid waste management.
He warned that sticking to the old model would mean growing visitor numbers at the expense of spending value; instead, the goal is higher value growth.
Also Read
- Evanescence Achieves Second Billboard Chart No. 1 with “Who Will You Follow”
- Minor Earthquake Shakes Khyber Pakhtunkhwa, Punjab, and Islamabad
- War robots invade Eurosatory 2026 as interest grows in UGVs after use in in Ukraine
- Keir Starmer: A Comparative Analysis of His Ascent and Departure from 10 Downing Street