“Tourismphobia” threatens to thwart Spain’s tourism boom. In Andalusia they have decided to nip it in the bud

That tourism is a millionaire business It doesn’t have much discussion. Which is a sensitive sector in which it is terribly easy die of successneither. We are seeing it in Japan, where the avalanche of foreigners is encouraging a growing tourismphobia that already permeates the political sphere. In Spain the situation is somewhat different, but the record of travelers is also encouraging demonstrations against overcrowding, some as high-profile as the one that killed residents of Barcelona shooting with water guns to the vacationers on the terraces.

In Andalusia they have decided to tackle the problem at its roots.

“The Andalusian Treatment”. The Government of Andalusia just launched a tourist campaign, “The Andalusian Treatment”. The person in charge of presenting it was the advisor of the branch, Arturo Bernal, who explained its key points to representatives of the sector and the media. So far exceptional. The curious thing is that in this case the campaign does not seek to attract more visitors or open new markets. Its objective is to give certain guidelines to tourists and “raise awareness” about the sector. In the words of Bernalestablish “a contract of coexistence between the Andalusian and the visitor.”

What does that mean? That the Andalusian Government wants to eliminate any hint of tourismphobia and insist on the importance of locals and tourists “coexisting” in the same territory. The statement launched by the Board leaves little doubt in this regard: although it is not excessively long, that word (“coexistence”) is repeated over and over again along with others such as “respect” or “responsibility.”

Hence, during his presentation on Tuesday, Bernal asked his countrymen to join the “Andalusian Treaty” to achieve “tourism that reflects the best of our land and projects a future of opportunities for all.” He also spoke of “responsible tourism” and even turning the community into “an example of how a territory can welcome the world without losing its essence.”

From theory to practice. The Board’s intention is to deploy the campaign through media and “innovative media” (it does not specify which ones) that allow it to be brought to visitors in the busiest points of the region.

Its key piece is a video of two minutes in which tourists are encouraged to bet on local businesses and products, get to know the region beyond its large cities or respect the rest of locals and their right to enjoy spaces such as beaches. In total, the pact is articulated in eight points, including one that asks tourists to use water responsibly.

Click on the image to go to the tweet.

Tourism: side A and B. It is no coincidence that the Andalusian Government launches a campaign with that focus now, just when Spain registers a record flow of foreign tourists and aspires to become the most visited country of the planet, even ahead of France. The problem is that as the influx of tourists grows, so does the tension it exerts on commerce, transportation or (above all) housing, where the appearance of tourists is encouraged. vacation rentals.

One word: tourismphobia. The result of this tension is a feeling of rejection towards mass tourism, a phenomenon that the Board knows well. In 2023 he published a report in which he already recognized that, although the majority of Andalusians agree that tourism is an economic engine, the sector must think about how it wants to grow in the future. “The excessive influx, especially of the most disruptive visitors, causes problems of coexistence, noise, dirt and incidents.”

The report It goes further and leaves two warnings. First, the risk that the avalanche of tourists will saturate municipal infrastructure and resources. Second, an excess of visitors can end up degrading the quality of the destination. It’s nothing new. I warned about a similar risk not long ago a study from the Malaga City Council and in fact there are guides that they are already advising against visit certain saturated destinations in Spain, such as Mallorca or Barcelona.

Beyond paper. Beyond the reports, the tensions generated by mass tourism can also be seen in the streets. Over the last few months, cities like Malaga, Seville, Palm, San Sebastian either Barcelona They have registered demonstrations by residents who are crying out against the saturation of their cities and the effect that this has (especially) on the residential rental market.

Of all of them, perhaps the most media-worthy is the one that was held last year in Barcelona, ​​where a group of neighbors shot tourists in the street with water guns, an image captured by media around the world.

There are billions of euros at stake. According to data managed by the Ministry of Industry and Tourism, only during the first ten months of the year have international visitors spent their time in Spain more than 118,000 million of euros, 7% more than in 2024. If we talk about Andalusia, during the same period the community received a record of 12.9 million of foreign tourists who accumulated an expenditure of approximately 18,000 million euros.

Images | Chris Boland (Unsplash)

In Xataka | There is a reason why Vigo is announcing its Christmas in Japan. And it has little to do with Japanese tourists