Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

EU funds of €3.4bn will allow tourist markets to be developed in regions such as Cantabria in the north, where the Argüeso castle stands in the municipality of Hermandad de Campoo de Suso. Photograph: Image Professionals GmbH/Alamy View image in fullscreen EU funds of €3.4bn will allow tourist markets to be developed in regions such as Cantabria in the north, where the Argüeso castle stands in the municipality of Hermandad de Campoo de Suso. Photograph: Image Professionals GmbH/Alamy Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m Exclusive: Tourism minister says another likely record year of visitor growth is not a worry amid move to welcome tourists out of season and market less frequented areas Spain is redoubling its efforts to push its tourist appeal beyond the familiar “sun and sand and coast” model as it prepares for another record-breaking year in which the number of foreign visitors could reach 100 million for the first time, the country’s tourism minister has said. Speaking to the Guardian, Jordi Hereu rejected suggestions that Spain was now saturated with tourists but said it had become clear that the “old formulas no longer work”, especially amid growing concerns about overtourism and the effects of the climate emergency. Hereu, the minister of industry and tourism, said the steady growth in tourist numbers – which could be further boosted this summer by uncertainty over Middle Eastern destinations after the US and Israel’s war on Iran – could be managed sustainably and responsibly. Last year, the number of foreign tourists rose by 3.2% to 96.8 million, while the value of their spending grew by 6.8% to hit €134bn (£116bn). Figures from the first quarter of this year show tourist numbers up by 3.4% and revenue up by 6.7%. View image in fullscreen People visit the windmills in Mota del Cuervo, Cuenca province, Castilla-La Mancha, made famous by Miguel de Cervantes in Don Quixote. Photograph: Maria Galan/Alamy “With that growth, we could reach 100 million,” Hereu said. “But I’d like to point out that that doesn’t worry us or obsess us … [We favour] what I call calm growth – in other words, growth that can be easily managed. And this year, despite what’s happening and the demand diversion effect, I think that in general, for the moment, our forecast is for moderate growth.” While tourism has long been a pillar of the Spanish economy, making up more than 12% of its GDP, its rapid and unchecked growth in many parts of the country over recent years has triggered protests and a furious backlash . Overtourism , not least the proliferation of tourist flats, has changed the face of entire neighbourhoods and cities, priced locals out of the housing market and increased pressure on public services and natural resources. Asked if the current rates of tourism were sustainable, Hereu said: “Yes, if we do our homework, and no if we don’t do anything.” The minister, a former mayor of Barcelona, praised his successor in that