Spain Talks: Caring for the Future – A Focus on Sustainable Tourism
The Spanish Embassy’s Tourism Office recently hosted a pivotal conference in Tokyo titled ‘Spain Talks: Caring for the Future.’ This event marked the first Spain Talks held in Asia, bringing together leaders from the Spanish and Japanese tourism sectors to address pressing issues such as over-tourism, the importance of harmonizing tourism with local residents’ lives, and the need for geographic dispersion of tourist activities.
The Challenge of Over-Tourism
Spain, renowned as one of the world’s leading tourist destinations, is grappling with various challenges related to tourism. Iñigo de Palacio, the Spanish Ambassador to Japan, emphasized the importance of managing tourism effectively rather than rejecting it outright. He stated, “Striking a balance among local residents, businesses, and travelers is crucial.” This sentiment resonates deeply in both Spain and Japan, where the influx of tourists can sometimes disrupt local communities.
Strategic Approaches to Tourism Management
Miguel Sanz, the Director General of Turespaña (the Spanish Tourism Promotion Bureau), highlighted the necessity of implementing robust measures and public policies to manage tourism effectively. He pointed out that both countries face similar challenges, and Spain’s national tourism strategy, ‘España Turismo 2030,’ aligns closely with Japan’s tourism policies. Key features of these strategies include the regional distribution of tourist flows, economic opportunities, and the integration of technology and AI into tourism management.
Residents at the Heart of Tourism Strategy
Spain’s tourism industry is a significant contributor to its economy, accounting for 13% of the GDP and generating around 3 million jobs annually. Sanz noted that the Directorate General for Tourism Policy was established in response to the pandemic, focusing on enhancing competitiveness and sustainability. For the first time, the ‘España Turismo 2030’ strategy places residents at the core of tourism planning, recognizing their vital role in maintaining a destination’s competitiveness.
This strategy also addresses critical issues such as employment seasonality, waste generation, and water consumption, ensuring that the needs of both tourists and residents are considered.
Japan’s Perspective on Sustainable Tourism
Takeshi Nakano, Director of the International Tourism Department at the Japan Tourism Agency, echoed similar sentiments. He stressed the importance of not just increasing traveler numbers but also managing the growing influx to ensure a high-quality tourism environment. This aligns with Japan’s new Basic Plan for the Promotion of a Tourism-Oriented Nation, which aims to create a sustainable tourism framework.
Case Studies: Barcelona and Kyoto
The conference also highlighted the challenges faced by mature tourist destinations like Barcelona and Kyoto. In Barcelona, international visitors surged from 1.7 million in 1992 to an astounding 20 million in 2025. This rapid increase has led to significant issues, including overcrowding at popular sites, strain on public transportation, and rising housing costs due to short-term rentals.
Raul Guerra, Director of the Asia-Pacific Division at the Catalan Tourist Board, shared the city’s proactive measures to manage tourism, such as temporarily halting new hotel constructions and regulating short-term rentals.
In Kyoto, Shinji Nishiyama, Tourism Policy Supervisor, discussed the concentration of visitors at iconic sites like Kiyomizu-dera and Fushimi Inari. He emphasized the need for strategies to disperse tourists across different times and locations to alleviate pressure on specific areas.
Creating Sustainable Tourism Experiences
The discussions at Spain Talks also revolved around crafting sustainable tourism experiences. Spain is committed to developing a tourism policy that caters to the unique characteristics of each region. This approach encourages local governments, businesses, and residents to collaborate on shared challenges, with the national government providing necessary support.
Rather than creating new tourist products, Spain aims to restructure and extend existing resources, consolidating experiences across various locations into a cohesive network. This strategy seeks to move beyond traditional mass tourism, offering specialized experiences that cater to diverse traveler interests.
The Future of Tourism Management
Sanz emphasized that the future of tourism management lies in finding a balance between tourism growth and the preservation of local lifestyles. By aligning local narratives with international demands and leveraging digital tools, Spain aims to create a tourism landscape that benefits both visitors and residents alike.
The event also featured the ‘Spain Talks Awards,’ recognizing media and content creators who have contributed to promoting Spain as a destination committed to sustainability. This initiative underscores the importance of collaboration in enhancing awareness and appreciation for sustainable tourism practices.
Through these discussions and initiatives, Spain and Japan are paving the way for a more sustainable and harmonious approach to tourism, ensuring that both travelers and local communities can thrive together.