Rosana Morillo, born in Madrid in 1972, holds a degree in Mathematical Sciences and serves as Minister of State for Tourism. She believes that Spain can use the Asturias example to promote a green tourism model. Her strategy emphasizes drawing travelers to the well known aspects of Asturias first, then inspiring curiosity about its lesser known riches.
Do you expect positive behavior in the tourism sector to persist and strengthen the recovery?
The sector showed a near full rebound in 2022, and 2023 is likely to close with record visitor numbers thanks to accumulated reserves and early momentum in the first months of the year.
What kind of numbers are anticipated?
It is challenging to predict with precision. Some mature destinations aim to raise spending and improve quality rather than merely increasing visitor counts. Others still have room to grow in tourist volume. Spain should grow where it can and attract higher quality segments rather than pursuing quantity for its own sake.
Is volume necessary to sustain the extensive Spanish tourism infrastructure?
Part of the infrastructure can evolve. Hotels are being transformed to offer fewer rooms but higher quality. Growth in the sector is feasible because most facilities are located in privileged areas where environmental limits limit expansion. Higher category hotels bring better service and better salaries.
Should Spain continue to compete on price with other sun and beach destinations?
The pandemic reshaped this dynamic. Egypt and Turkey have drawn investment from global brands, including Spanish firms, at lower prices. Yet health and safety concerns have made travelers more selective about destinations. Spain has to avoid a price war because large investments in quality require a different pricing approach. Competing only on cost undermines long term sustainability.
Has there been progress in this model shift?
Yes. The pandemic brought the public sector and private enterprises closer together. There is a strong awareness that tourism must be sustainable to have a future.
In some places mass tourism has provoked backlash from residents.
That happens in rare cases where tourism thrives at the expense of local harmony. Public administrations must initiate dialogue, seek balance, and ensure that neighbors and visitors both benefit. Social, environmental, and economic sustainability require tailored approaches for each destination.
Is the reinvention of domestic tourism continuing?
Domestic tourism recovered strongly after the pandemic. Travelers are seeking new experiences and a chance to blend with local life. This can lead people to settle in these places later on, aided by remote work possibilities. The shift boosts regional economies and supports rural hotels, shops, and services. It acts as a local economic engine.
Could Green Spain expand its market share?
Since 2019, Turespaña has invested about 200,000 euros in the Asturias initiative, with more actions planned. International tourism has risen, and Asturias has promoted landscape, cuisine, mining areas, nature experiences, and congresses. The aim is to invite visitors to first see the well known Asturias and then explore its lesser known corners.
Will climate change affect Spain as a destination?
Social responsibility guides the approach. A portion of the European funds focuses on efficiency, sustainability, green mobility, facility modernization, and digitalization.
Could drought and higher temperatures over the past two years hinder Spain’s appeal?
Residents should be the first to be concerned. Nevertheless, other warm destinations remain attractive to travelers, so Spain can adapt and continue drawing visitors.
Has Brexit been as damaging as feared?
Contrary to early fears, Brexit has not had a major impact so far. Spain remains a favorite destination for British travelers.
What about war, inflation, and the euro exchange rate?
Stability in the currency helps travelers plan. Short term reserves were built during moments of uncertainty at the start of the conflict. Conditions improved, but not to pre crisis levels. Ongoing international and domestic instability continues to affect the sector, which is not in a normal operating climate yet.
With seven months left in the legislative term, what are the goals?
The aim is to complete the 3.4 billion euro plan for European funds. This project marks a historic collaboration between public and private sectors, and the hope is that it endures beyond the next government.
Some private sector voices say European funds are slow to arrive. What is the view?
Of the 3.4 billion in tourism plans, 1.7 billion has been delivered through autonomous communities, guiding subsidies for upgrading diesel boilers, modernizing beds, and boosting efficiency. Public investment remains essential in upgrading facilities where it matters most, while funding for destinations also creates wealth.
Why was the PERTE mechanism not used to guide European aid in tourism as in other sectors?
Tourism involves many players and wide reach in employment. A PERTE would not be the best tool for this sector.
How much money has Asturias received?
Nearly 100 million euros have been invested in sustainability plans, energy efficiency, Paradores upgrades, and culturally significant assets. Asturias has a strong ongoing promotion plan with more calls anticipated.
How will Spain’s EU presidency shape future tourism plans?
The goal is to use the presidency to promote social sustainability in tourism, quality employment, and a revived service sector. Attracting talent and ensuring dignified, rewarding work in tourism remains a priority.
What about salaries in the private sector?
Agreements are in place to improve conditions and attract staff. It is not only about higher wages; pride in the industry and the quality of service also matter to workers and visitors alike.