Amid solid results and optimistic projections for the year, the industry and its leadership are launching a coordinated initiative focused on responsible growth. Warnings about potential saturation and social pushback have emerged as overcrowding becomes more visible in popular destinations. The industry is aware that coexistence challenges can arise when growth outpaces local capacity, prompting calls for balanced management.
Gentrification concerns in major cities linked to tourism, the displacement of long-time residents, the loss of local shops and services, rising rents and housing costs, and the friction between visitors and communities all surface as real issues. Some fear that tourism could outstrip social tolerance, while others worry about occasional incidents of tourism-related anxiety. The sector appears resolved to address these fears head on.
Tourism eyes another record year with a historical GDP around 200,000 million
Large national tourism players are cautious and call for a joint reflection on social acceptance and the risk of reaching saturation in many hotspots. We must proceed with care, because growth cannot be assumed to be sustainable. There is a need to assess whether rapid expansion is feasible and, above all, whether it aligns with social well-being, according to José Luis Zoreda, vice president of Exceltur, the coalition that includes major companies like Meliá, NH, Iberia, Globalia, Riu, and Amadeus. He adds that social sustainability hinges on responsible management of success.
The industry association has begun designing a strategy to engage all sectors and government bodies to ensure tourism does not overwhelm local residents. The goal is to restore a sense of belonging for residents in major destinations and to reassess the economic, social, and personal value of travel.
mass tourism
There is no obligation to grow merely for growth’s sake when overcrowding already occurs in some places. Economic viability might be possible, but social desirability could be lacking, notes Zoreda. These concerns and the search for solutions will shape the agenda of Exceltur’s upcoming biennial forum on the eve of the International Tourism Fair in Madrid. The debate is not new; alarm bells have been ringing for decades about the need to recalibrate Spain’s tourism model so that growth serves more people without sacrificing quality.
Government reports a record year for tourism with over 84 million visitors
Last year Spain set a new record for international arrivals, surpassing 84 million visitors. Domestic demand rose in tandem with foreign demand, prompting discussions on capacity limits for certain destinations. The traditional Spanish tourism model has leaned heavily on mass tourism, focusing on volume and price rather than high added value. This approach has led to overcrowding, limited diversification, and seasonal peaks. The sector’s evolution shows a push toward higher-end offerings and a longer peak season, aided by inflation, rising costs, and post-pandemic repositioning. Hotels have shifted from three-star dominance to larger portfolios of four and five stars, reflecting a change in tourist preferences.
In 2023, international arrivals remained strong, with spending rising significantly. Experts suggest that repositioning products can attract travelers who spend more and visit outside the traditional peak period, contributing to economic resilience and a broader tourism footprint.
Government signals a pause on growth and a focus on quality
Industry voices emphasize the need for deeper changes to pursue high-value tourism. The objective is not to punish growth but to ensure it is managed with an emphasis on quality, sustainability, and social cohesion. The goal is to shift from sheer volume to a higher-value experience that satisfies travelers with greater purchasing power while benefiting local communities.
Manage success
The government echoes this stance, with new leadership calling for proactive management of tourism to avoid coexistence issues and to recognize that the current challenges should be addressed before they escalate. Officials advocate extending the season beyond summer, promoting interior destinations, and expanding offerings that attract international travelers seeking high-value experiences. The aim is to boost revenue and diversify the tourism portfolio rather than simply increasing visitor counts.
Exceltur warns about the proliferation of illegal tourist apartments that exceed local limits and strain housing markets. This issue, along with the gentrification of certain neighborhoods, draws attention to the need for robust regulation and responsible development in collaboration with city councils and regional authorities. The industry recognizes the importance of a socially sustainable mix of tourism products and housing to prevent conflicts between residents and visitors. Managing tourism well remains a central priority for all stakeholders.