Spain shifts tourism beyond beaches as visitors near 100 million

Spain is pushing its tourist appeal beyond the familiar “sun and sand and coast” model as it prepares for another record year, with foreign visitors set to approach 100 million, industry and tourism minister Jordi Hereu said. He rejected suggestions the country is saturated with tourists and favours what he calls “calm growth” that can be managed sustainably.

Last year foreign visitor numbers rose by 3.2% to 96.8 million and spending climbed 6.8% to €134bn, while first-quarter figures show further increases. Yet rapid, unchecked tourism in parts of the country has provoked protests, altered neighbourhoods, pushed locals out of the housing market and strained public services and natural resources.

The government’s strategy focuses on decentralising destinations, lengthening the season and diversifying away from a beach-centred offer. Its Think You Know Spain?

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