The tourism sector is facing significant social, environmental, and technological challenges. Governments, businesses, and public administrations agree on a common path: sustainable growth coupled with social responsibility. In a joint address at the XII forum, Madrid mayor José Luis Martínez-Almeida and Las Palmas mayor Carolina Darias highlighted the need for honest study into the environmental, economic, and social sustainability of tourism, as echoed by Exceltur studies.
Almeida proposed deseasonalization as a practical step to ease overcrowding. He noted that Madrid receives heavy tourist traffic during Christmas while July and August show a lull. This seasonality creates an opportunity to accommodate more visitors in the slower months. The mayor stressed that administrations must establish a stable framework for sector development, after which progress can proceed on a step-by-step basis across industries.
Darias underscored sustainable mobility and urged cooperation between public and private sectors for the years ahead. She cited encouraging figures for the year and expressed optimism for continued improvement through responsible tourism. Canary Islands President Fernando Clavijo urged planners to rethink offerings to be more specialized and exclusive, while stressing the importance of broad social and political agreements and smarter spending.
Abel Matutes, president of Palladium Hotel Group, expressed confidence that tourism can maintain growth and benefit all stakeholders. He argued that with better infrastructure, visitors could enjoy meals outside hotels and engage in other local activities, enhancing the experience for everyone. Valencia’s Generalitat president Carlos Mazón announced that reviving the sector begins with welcoming visitors and removing barriers such as the tourist tax imposed by the previous administration. He celebrated the cultural contributions of travelers and affirmed that a quality tourist leaves a positive impression and a desire to return.
Balearic Islands President Marga Prohens affirmed pride in a strong tourism sector and the regional power derived from it. Andalusian President Juan Manuel Moreno echoed the call to keep the sector expanding and to pursue deseasonalization. He noted climate change brings warmer autumns, which could open doors to new patterns of travel, and highlighted the ongoing challenge of regulating tourist housing, an effort that requires consensus.
Interconnected Transport Visions
Carlos Bertomeu, president of Air Nostrum and Iryo, emphasized improving interconnections within Spain. He proposed reducing domestic flights by offering robust rail alternatives, while Adolfo Suárez advocated for high-speed lines to connect Madrid with Barajas. The goal is a smooth transfer for passengers, with trains that feed directly into international travel hubs. The shift toward intermodality is already visible as high-speed routes support connections to long-distance destinations, transforming how travelers reach major cities and airports.
Balearia President Adolfo Utor highlighted the often underappreciated role of maritime transport alongside rail. He urged administrations to recognize maritime shipping as part of a broader, sustainable transportation strategy and to support its ongoing modernization.
Other leaders like Gabriel Escarrer, CEO of Meliá, stressed a long-term focus from public authorities to address absenteeism and labor shortages. He pointed out that younger workers favor weekend opportunities, and while flexibility poses challenges, it is essential to address the staffing needs of the sector. José Luque, president of the Costa del Sol Hotel Entrepreneurs Association, agreed with the concerns about absenteeism and noted that deseasonalization is already happening in Malaga and Madrid. He also warned about drought and its potential impact on perceptions of the tourism environment, urging proactive planning to mitigate those effects.