Spain sets sights on luxury market

Spain sets sights on luxury market

The Spanish Tourist Board is looking to reposition Spain as a luxury destination specifically targeting an older demographic with higher income.

The new tourism strategy will focus on high added-value experiences in culture, gastronomy, luxury and city breaks to secondary cities.

Encouraging visitors to venture away from the tourist hotspots is a key part of the strategy, with large growth in boutique properties in Spain’s ‘second’ cities fuelling this trend.

Data highlighted at Spain’s Virtual Media Update this week revealed that North Spain in particular has seen a 23% increase in international tourist arrivals with four and five-star hotels preferred by visitors.

The tourist board plans to host group press and fam trips to showcase the more upmarket and boutique side of Spain and its islands.

Manuel Butler, Director, Spanish Tourist Office said: “We are seeing visitors move away from the traditional summer all-inclusive holiday and seek out lesser-known regions for their culture and gastronomy.”

Butler was keen to highlight Spain’s culinary experiences, particularly in Oviedo – Spain’s Capital of Gastronomy for 2024.

Sustainability is also high on the agenda for the Spanish Tourist Board with initiatives including a dedicated Sustainability Day on April 17 for media and trade and new sustainable transportation including a high speed rail service and the country’s first electric ferry.

Although Spain has enjoyed a positive recovery post-Covid, welcoming 85 million in 2023, the number of UK travellers has dropped 16% on 2022.

Brits are also staying for a shorter time according the research, averaging 6.91 vs 7.29 days, but are spending more with daily expenditure up 22% on 2019.

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