Rosana Morillo (Madrid, 1972), a graduate of Mathematical Sciences, has been Minister of State for Tourism since December. She believes that “the brand of Spain can be used in the example of Asturias to spread and promote green Spain” and that “we should work to get people to come to the best known Asturias, then want to visit the most unknown,” she says.
Do you anticipate good behavior? tourism sector hold and end?
There was already an almost full recovery in 2022 and we expect 2023 to close with a record number of visitors due to reserves and how that has developed in the first four months.
What numbers do you foresee?
It’s hard to guess. We have very mature destinations where the aim is to increase spending and quality rather than increasing the number of visitors. And there are others who still have room to grow in tourist volume. Spain should not grow in order to grow in this sector, but should grow where it can and seek higher quality segments.
But volume is needed to sustain the enormous Spanish tourist infrastructure.
Part of the infrastructure can be converted. For example, hotel businesses are being transformed to have fewer but better rooms. Quality growth is possible given that most of this infrastructure is in privileged areas where growth is no longer possible for environmental reasons. And higher category hotels result in better service and better salaries.
Shouldn’t Spain continue to compete in price with other sun and beach destinations?
The pandemic has solved that equation. Egypt and Turkey have attracted investment from international brands, including Spanish companies, at low prices. But covid has increased the assessment of safety: health and physical. This reassessed Spain as a destination. There will always be a cheap segment, but Spain’s strategy should not be to compete on price, because in this case other destinations will beat us. Competing in the “low cost” segment will not be consistent if we are to invest 3,400 million European funds from the Recovery Plan in quality improvements.
Any progress on this model change?
Yes, the pandemic has helped bring public administrations and the private sector closer together. There is a tremendous awareness that tourism is either sustainable or has no future.
In some places, mass tourism is causing backlash from residents.
This happens in very special places: where tourism is very successful and coexistence suffers. It is an obligation of public administrations to initiate initiatives that encourage a great deal of dialogue. You have to find the balance. Neighbors and tourists should benefit. The goal is social sustainability as well as environmental and economic. But each destination requires a different solution.
Does the reinvention of domestic tourism continue?
It has experienced a very important recovery after covid, with national tourism and a type of tourist seeking a new experience and wanting to integrate into local life. This can lead to many people choosing to reside in these places later on because the region conquers them. And it’s easier with new remote working possibilities. Since the pandemic, this phenomenon is favored as many people appreciate the negative aspects of living in big cities. This domestic Spain benefited. This interest could alleviate the demographic decline and help promote tourist routes, rural hotels, shops and other services. It has an economic engine effect.
Could the supply of Green Spain increase its market share?
Since 2019, Turespaña has taken 272 actions with 200,000 euros for the Asturias case alone. And Asturias invested in promotion. International tourism increased by 14%. There is an unknown Spain, and that is a different reality. The Spanish brand is known for offering sun and sand and can be used to spread and promote green Spain, as in the case of Asturias. There are studies on landscape cuisine, mining and nature Asturias, congress tourism… We should work in this direction so that people come to see the most known Asturias, then want to visit the least known.
Will climate change harm Spain as a destination?
We are concerned with social responsibility. Therefore, some of the 3,400 million of the plan is efficiency, sustainability, green mobility, modernization of facilities, digitalization…
Could the drought and rising temperatures over the past two years hurt Spain’s potential as a destination?
As citizens, it should concern us first. In any case, there are still countries that are warmer than Spain, where there is tourism.
Has Brexit been as damaging as feared?
Contrary to what is feared in 2019, it does not have a big impact for now. We continue to be a favorite of the British.
What about war, inflation and the euro rate?
The important thing is to have a stable currency, not high or low, so that the tourist can plan. While reserves were made in the very short term due to uncertainty at the beginning of the war, they were made earlier due to the fear that prices would rise with inflation. Conditions improved but did not return to the pre-2019 situation. Now international instability and even domestic instability, which is the business dispute of some exporting countries, is taking effect. We are not in normal times yet.
Seven months until the end of the legislature. What are the goals?
End all calls for 3,400 million European funds. The great thing about this project is that it’s the first time a country project with the participation of the public and private sectors as a whole, and we hope that it will be sustained regardless of the color of the next government.
In the private sector, many businessmen complain that European funds are slow to arrive.
Of the 3,400 million tourism plans, 1,700 million were expressed through autonomous communities and they decided what their strategy was. There are communities that have opened direct lines to companies in the industry to subsidize the replacement of diesel boilers, upgrade beds to avoid the hassle of hotel maids, increase efficiency … Where public investment in upgrading facilities will be more important. places where assistance is preferred to companies and others. But investing in destinations also means creating wealth.
Why was the PERTE mechanism not adopted to guide European aid as in other sectors?
You cannot compare industrial sectors with fewer players than tourism with a much larger job count. A PERTE would not be the most appropriate instrument here.
How much money corresponds to Asturias?
Nearly $100 million has been invested so far in sustainability plans, aid for energy efficiency, investment in Paradores and culturally significant assets (BIC). An investment that Asturias has not made in tourism. And there are still pending calls.
How will Spain’s EU presidency affect your future tourism plans?
We aim to leverage the European presidency to promote the social sustainability of tourism, promote quality employment and try to restore the attractiveness of the service sector. Interest in working in tourism plummeted after the pandemic as there was heavy work and hard hours. Social sustainability will allow talent to be developed and attracted. The sector should be made attractive with the dignity and pride of working in it.
What about salaries?
Agreements are signed. The private part knows it has to improve conditions to attract staff. But it’s not just about improving wages. It is also very emotional. We must regain the pride of working in an industry where things are done well and our visitors are well served.