Innovation and sustainability for a strategic sector

Tourism is one of Spain’s main economic drivers, accounting for more than 12% of GDP and generating millions of direct and indirect jobs. Its capacity for attraction, territorial dynamisation and generation of value make it a key sector for the economic recovery and sustainable transformation of the country.

Challenges and Opportunities

The tourism sector is in full evolution, driven by changes in consumer habits, digitalisation, and the need to move towards a more sustainable and resilient model:

• Transformation towards a sustainable and inclusive tourism model: redefining the national tourism model to make it more resilient, competitive and aligned with the principles of environmental, social and economic sustainability. The aim is to overcome structural challenges such as seasonality, destination overload, climate vulnerability and dependence on outbound markets, while ensuring the preservation of natural and cultural resources.
• Boosting digitalisation, innovation and territorial cohesion: promoting smart tourism through the adoption of technologies, the development of diversified tourism products, the improvement of employment and professional training, as well as the balanced distribution of tourism activity in the territory, promoting emerging destinations and rural or inland areas.
• Alignment with the Agenda 2030 and European policies: fully integrate the Sustainable Development Goals (SDGs) and the EU’s priorities (green transition, digitalisation, and social cohesion), promoting responsible tourism that generates added value, quality employment, and shared benefits with local communities, through collaborative governance between public and private stakeholders.