Spanish tourism leaders say UK visitors remain ‘priority’

Spanish tourism leaders are meeting in London today (Wednesday, May 7) to reaffirm that UK visitors remain a “priority” for the destination and to outline plans addressing overtourism claims.

 

Mayors from eight of the destination’s most popular coastal areas are expected to attend the event at the Spanish embassy, where they will be joined by Jet2 chief executive Steve Heapy and Tui UK managing director Neil Swanson. 

 

In her opening remarks, Rosario Sánchez Grau, Spain’s secretary of state for tourism, is set to thank the UK for its relationship with Spain, adding: “We are proud and grateful that Spain remains the number one holiday destination for UK visitors. It is our priority to protect and nurture this relationship for the future.”

 

The invited mayors, representing the Alliance of Sun and Beach Tourist Municipalities of Spain (AMT), are those from Arona and Adeje in Tenerife, Benidorm, Calvià in Majorca, Lloret de Mar and Salou in Catalonia, San Bartolomé de Tirajana in Gran Canaria, and Torremolinos.

 

Manuel Butler, the director of the Spanish Tourist Office in the UK, is expected to address concerns about overtourism demonstrations in Spain.

 

His speech states: “It’s important to distinguish between specific local tensions and the broader national picture. 

 

“The vast majority of Spain remains enthusiastic in welcoming tourists. Where protests have occurred – in cities such as Barcelona, Palma de Majorca and Santa Cruz – concerns stem from broader societal issues: housing pressures, rising costs of living, and environmental strain in high-density areas.

 

“These concerns are valid, and not unique to Spain. What is critical is how we respond. Spain is taking concrete steps to address these issues – through legislation on short-term rentals, tourism taxes in certain regions and more comprehensive destination management.”

 

He is expected to outline the need to protect destinations and communities and ensure tourism is “valuable for everyone”.

 

During roundtable sessions, topics set to be discussed include tackling overtourism, extending the holiday season, encouraging longer stays, and diversifying tourism experiences in pursuit of environmental and social sustainability.

 

Sustainability initiatives expected to be covered include smart technology platforms monitoring air quality, water temperature and visitor flows, water regeneration programmes in Lloret de Mar, major pedestrianisation and town refurbishment projects in Torremolinos, Lloret de Mar and Salou and urban greening and tree planting in Salou.