The President of the Junta de Andalucía, Juanma Moreno, has advocated for sustainable tourism as an economic and social driver and highlighted its enormous potential. This was evidenced by the economic impact it had in 2024 in Andalusia, approaching 30 billion euros after a 13% nominal growth from 2023, along with the 36 million tourists who visited the region in the last year.
Moreno, who participated in Madrid alongside the President of the Government of Castilla-La Mancha, Emiliano García-Page, in the colloquium ‘The Industry of Happiness’ organized by the Hotusa hotel group, emphasized that Andalusia approaches tourism policy as an integrated and sustainable industry. He also emphasized that beach, cultural, and rural tourism not only coexist but complement each other, offering experiences throughout the year.
He reiterated the Andalusian Government’s commitment to this sector through training programs, competency accreditation, professional certificates, and the development of a technological ecosystem.
The Presidents of Andalusia and Castilla La Mancha in the colloquium ‘The Industry of Happiness’.
He also noted that Andalusia hosts internationally renowned events and has been the venue for significant events like the Latin Grammy Awards and the upcoming Comic-Con in Malaga, in addition to major sports events like tennis, golf, sailing, Moto GP, football, and basketball.
Furthermore, he urged the Spanish government to establish a common strategy for all autonomous communities in terms of tourism, emphasizing the importance of bringing communities together through sectoral meetings to set common plans and goals.
The Andalusian President stressed the importance of promoting sustainable and intelligent tourism that prioritizes quality and ensures benefits for the region. Tourism in Andalusia accounts for 12.6% of employment and is a key driver of wealth creation and opportunities for thousands of Andalusian families.
Moment from the dialogue organized by Hotusa.
Speaking about the industry, he emphasized the need for all institutions to support and respect the tourism industry, seeking ways to promote it. He highlighted the importance of the Spanish government developing strategies to ensure the sustainability of the industry from environmental and social perspectives.
«The tourism industry is crucial for the Spanish and Andalusian economies, serving as a transformative and innovative element that requires the support and understanding of institutions,» he added.
Moreno during the colloquium.
Moreno pointed out that in Andalusia, they are breaking stereotypes by focusing on quality and striving for excellence in tourism, aiming to overcome seasonality and diversifying offerings. He also highlighted how digitalization has revolutionized travel and global exposure.
Regarding threats to tourism, he mentioned issues like the coordinated management of certain areas during peak times, such as Easter. He emphasized the need for balanced actions to prevent citizen backlash, advocating for quality control and equitable distribution of economic benefits to all areas.
On the topic of tourist taxes, he explained that significant levies in cities do not necessarily decrease tourist flows or provide a competitive advantage. In Andalusia, a commission has been formed with organizations to study this issue and reach agreements, always in consultation with the sector to ensure rigorous analysis.
Emiliano García Page conversing with Juanma Moreno.
He also emphasized the need for additional funding for tourist municipalities in Andalusia to cover extra service costs, expressing a desire for the Spanish government to consider and support such initiatives to ensure quality service provision in these areas.
