Key facts
- Spain is promoting lesser-known regions to diversify tourism.
- The strategy aims to move beyond "sun and sand" tourism.
- The goal is to achieve "calm growth" in visitor numbers.
- Spain anticipates nearing 100 million visitors.
- The initiative addresses concerns about overtourism.
- The strategy also considers the climate impact of tourism.
Spain's tourism sector is undergoing a strategic shift, with the government actively promoting less-visited regions to diversify its offerings. Tourism Minister Jordi Hereu is spearheading this effort, aiming to move beyond the country's traditional "sun and sand" model. The goal is to foster "calm growth" as Spain's visitor numbers are projected to approach the 100 million mark. This proactive strategy is designed to address growing concerns about the impacts of overtourism, including strain on infrastructure and local resources, as well as the broader environmental consequences. By encouraging travel to offbeat destinations, Spain hopes to distribute tourist flows more evenly across the country, thereby reducing pressure on popular hotspots and enhancing the overall visitor experience. This diversification also aims to showcase the rich cultural and natural heritage found in Spain's less-explored areas, offering a more authentic travel experience. The push for "calm growth" suggests a focus on quality over sheer quantity, prioritizing sustainable development and the long-term health of the tourism industry and its surrounding environments. The strategy acknowledges the significant economic contribution of tourism while seeking to manage its potential downsides, particularly in the face of climate change considerations.