Spain’s tourism strategy showcased at Exceltur forum
Jordi Hereu, Minister of Industry, Tourism and Trade, highlighted how Spain’s tourism sector supports regional development and showcases cities that reflect cultural tolerance. The remarks came during the opening of the XII Exceltur forum, an event that gathers leading industry players such as Iberostar, Iberia, and NH, held this Tuesday at Ifema just ahead of Fitur 2024. The minister praised the concerted efforts of public administrations and the tourism industry, noting how they have produced a thriving national reality and high-quality tourism products.
Hereu underscored that Spain has cultivated an innovative tourism sector ready to meet future challenges like crowding in popular destinations and the integration of new technologies into daily life. He called for renewed cooperation between the public and private sectors to sustain growth and resilience across the tourism value chain.
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Gabriel Escarrer, president of Exceltur, aligned with the minister on the need to strengthen coordination with authorities to address overcrowding in certain destinations and the gentrification observed in some areas due to the expansion of tourist apartments. Escarrer emphasized that such trends can generate an unfair stigma against the industry and expressed willingness to work with the government to chart a new future for tourism. He proposed a strategic roadmap for 2030 that would set clear priorities and empower tools to reinforce public-private cooperation.
The minister of Industry reinforced tourism as a profoundly positive force, labeling it a happiness industry that acts as a social, economic, and cultural driver. He noted that the sector faces notable coexistence challenges and geopolitical pressures, and he argued that tourism has the power to help societies imagine a better future. This perspective frames tourism not merely as an economic activity but as a catalyst for social harmony and cultural exchange.
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The minister also described Exceltur’s forum as an honor to attend, expressing appreciation that the event reflected the success of an entire country. He highlighted that Spain achieved another tourism milestone in 2023, with expectations of reaching 84 million visitors and 108 billion euros in tourism-related spending. Beyond the headline figures, he stressed the sector’s role in employment creation, noting the importance of stable, quality jobs rather than short-term positions. He commended the ongoing efforts of administrations and the enthusiasm of the business community, which together shape a magnificent national reality and deliver high-quality tourism experiences to visitors from around the world.
In this context, the minister reiterated the importance of coordinated policy measures, targeted investments in infrastructure and technology, and a shared commitment to sustainable growth that benefits communities across Spain. The message was clear: a well-managed, quality-focused tourism strategy can strengthen regional economies, respect local culture, and enhance Spain’s reputation as a premier travel destination for travelers from Canada, the United States, and beyond.