In the small mall along La Pineda beach, near Salou, signs in Russian mingle with English and Spanish. Advertisements for a medical center, a car rental service, and several eateries appear in Cyrillic. “We can’t overhaul the restaurant’s image, but we did consider changing the sign. We stopped because it cost a lot, and there are already many Russian signs inside,” says Vitaly, a Russian-speaking proprietor who runs a nearby venue that serves cuisine from his homeland.
The Ukrainian conflict added a final twist to a long-standing friendship between Russia and the Costa Dorada coast. For years the Catalan region maintained a cautious relationship, as evidenced by the fact that in 2019 Russian visitors accounted for 19% of overnight stays. “The third market,” summarizes Jaume Orteu, head of the Costa Dorada hotels association and owner of a hotel group with substantial Russian tourist influence.
After the pandemic, which sent visitor numbers plunging, tourism businesses in the area hoped to regain part of the Russian market this year. They faced the challenge of overcoming a population that had been infused with Sputnik and, when the war began, could lose access to a covid passport and related travel credentials. The 2022 outlook was already tight before Vladimir Putin ordered the invasion of Ukraine; across Spain, reservations from Russian travelers were limited to 168,000 for that year, an 85 percent drop from 2019. The war accelerated a shift, pushing the Costa Dorada sector to seek alternatives. Orteu notes, “We didn’t have much hope due to the Sputnik vaccine, and with the war, prospects dimmed further.”
Polish and Ukrainian markets
Russian travelers tended to spend freely, and the loss hit hard. “We led Spain in that market, which hurt,” laments Xavier Guardià, president of the Hospitality and Tourism Management Federation of Tarragona state. “A lot of work had been done; the tourists kept coming. The Polish market started to pick up this year, and Ukrainian visitors are also growing. A tour operator already planned trips to Reus airport.”
A look at the regional newspaper archive shows strong Catalan institutional interest in the Russian market. In 2011, as Russian arrivals expanded, Port Aventura hosted a gala recognizing the “great contribution of Russian citizens to the Tarragona coast’s tourism sector.” The event featured leaders of various tour operators, and the Generalitat President, Artur Mas, awarded the Russian Ambassador Alexander Kuznetsov, highlighting a business-friendly government climate and a successful example of attracting travelers from that country. (citation: Catalan press archives)
Vitaly confirms the relationship endures. “I’ve been here for 20 years; my wife and I have always worked with Russian tourism,” says the small La Pineda hotelier. His restaurant, Uncle Seriozha, carries Cyrillic signage, a rough translation reflecting its heritage. “Today, ordinary people aren’t afraid to visit a Russian restaurant,” he adds. Although not yet open this season, preparations are underway with many booking inquiries arriving for May 1st. (cite: local business interviews)
Government and Generalitat plan shock measures
The national government, the Generalitat, and affected municipalities moved quickly. Turespaña, the Ministry of Industry, Trade and Tourism, the Catalan Tourism Agency, and several regional mayors have held discussions to counter the downturn in Russian tourism. In recent weeks, measures have identified alternative markets that could fill the gap for Costa Dorada.
Specifically, six origin markets were singled out: France, the United Kingdom, Germany, Ireland, Belgium, and the Netherlands. The first two are traditional powerhouses in the region. Ireland, in particular, is expected to contribute significantly, already representing about 7.5% of overnight stays on Tarragona’s coast. Guardià notes, “Irish travelers share tastes with British visitors,” and Britain remains the leading market with roughly 30% of overnight stays. The presence of Ryanair, an Irish carrier, with direct flights to Reus, further supports this trend. (cite: regional tourism ministry briefing)
Ministry figures show the plan gaining traction. Reus Airport reported about 15% more international passengers between early April and Easter than in 2019, when Russian tourism had not yet faded. The authorities stated they did not expect Russian visitors to rebound in 2022 due to vaccine issues, and expressed hope that future promotions could shift overnight stays toward the British, Irish, and Dutch markets, with those markets becoming central to campaigns. (cite: tourism ministry data)
The mayor of Salou, Pere Granados, remains optimistic about Irish tourism among others, describing the market as small but responsive. With a population far smaller than Russia’s, the town aims to diversify and reduce dependence on a single origin. (cite: Salou municipal statements)