The World Economic Forum (WEF) published the Travel & Tourism Development Index 2024, placing Spain second out of 119 economies in travel and tourism. Spain was given an index rating of 5.18, only surpassed by the United States with a score of 5.24. Index scores are based on five key dimensions, including Enabling Environment, T&T Policy & Enabling Conditions, Infrastructure and Services, T&T Resources, and T&T Sustainability. The United Kingdom was placed in seventh position.

The TTDI 2024 is the second edition of a ranking that evolved from the Travel & Tourism Competitiveness Index (TTCI) series, an iconic ranking of the World Economic Forum that has been in production since 2007. Learn more here

The Spanish tourism sector is making great efforts to ensure that the competitiveness of the sector is based on the pillars of sustainability. An example of this commitment is the ongoing work for the development of the future Sustainable Tourism Strategy 2030. It aims to help lay the foundations for the transformation of Spanish tourism towards a model of sustainable growth.

The below report, produced by TurEspaña and the Travel Foundation, aims to support Spain's tourism suppliers to meet the expectations of operators and investors when it comes to ESG and sustainability. By supporting its suppliers to offer low carbon, positive impact holiday choices to visitors seeking authentic experiences, Spain can solidify its reputation as a leading sustainable destination, foster long-term loyalty by UK holidaymakers and demonstrate its readiness to support its suppliers to meet the expectations of operators and investors.

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On 19 October 2023, World Tourism Organisation (UNWTO) announced its list of Best Tourism Villages 2023. Villages are listed annually, and those who are selected have proven their use of tourism to promote local development, their integration of sustainable tourism practices, and their accredited cultural and natural assets.

Villages are selected and evaluated under the below key areas:

1. Cultural and Natural Resources
2. Promotion and Conservation of Cultural Resources
3. Economic Sustainability
4. Social Sustainability
5. Environmental Sustainability
6. Tourism Development and Value Chain Integration
7. Governance and Prioritization of Tourism
8. Infrastructure and Connectivity
9. Health, Safety, and Security

Three villages from Spain were included on this year’s list, each celebrated for their exceptional and unique cultural heritages and their sustainable approach to local tourism: Cantavieja, Oñati and Sigüenza.

Cantavieja:

This extraordinary Aragonese village, the historic capital of Alto Maestrazgo (a Medieval region), is situated high up on a steep rocky outcrop and is full to the brim with monuments from the Medieval and Aragonese periods and beyond. Declared a historical-artistic site since 1981, Cantavieja’s historic quarter is designated with a Property of Cultural Interest title, and with good reason: the town is a treasure trove of fascinating buildings, including historic hermitages, the ruins of a castle destroyed during the I Carlist War, the Levantine-Gothic church of San Miguel and the old Baroque hospital of San Roque.

Travellers to Cantaviejo are able to immerse themselves in local culture and support the local community by staying in one of the many rural accommodations, including La Tarayuela, Casa Vidal, Casa Sara and 40 de Mayo. By day, visitors can hike or mountain bike in the surrounding countryside, spotting wildlife and taking in panoramic vistas of the Aragonese countryside and, by night, guests can enjoy a traditional local meal at one of the town’s many family-run restaurants.

Oñati:

Located in the Basque Country of northern Spain, Oñati is surrounded by lush countryside and mountains and dates back to the Medieval period. Its name in Basque references its scenic location, translating as “place with plenty of hills”. Historically a centre of learning and faith, Oñati is home to one of the oldest and most beautiful university buildings in Spain, alongside the more recent Sanctuary of Arantzazu, a key church in the region with works from artists such as Eduardo Chillida, Jorge Oteiza and Nestor Basterretxea. Amongst Oñati’s many extraordinary historical highlights include the 16^th-century monastery and hospice of Bidaurreta, the Renaissance university, and the Gothic church of San Miguel, with its Baroque tower.

Visitors to Oñati are warmly welcomed to share in the local culture, which thrives to this day. On the Medieval festival of Corpus Christi Day, processions and traditional dances take place throughout the city. Active travellers are able to take to the hills on foot or by bike to discover the many trails in the vicinity, and even to discover the Aizkorri-Aratz national park, which stands out for its majestic mountains, awe-inspiring wildlife and ancient churches and roads. Guests can stay in charming locally-owned hotels and hostels, each of which display the warm, rural hospitality for which the region is famed.

Sigüenza:

The ancient town of Sigüenza is located in the lesser-explored region of Castile-La Mancha and can trace its routes back to the Roman colony of Segontia. The town has been occupied under Roman, Visigothic, Moorish and Castilian rule and its architecture and culture plays vivid testimony to the tapestry of influences that make up this unique city. The town was declared a Historic-Artistic site in 1965, with highlights for visitors including the majestic Gothic cathedral (which possesses its very own El Greco painting), the castle with roots stretching all the way back to the fifth century AD, and the 12^th-century church of St James. The town can also boast a Medieval university, the University of Sigüenza, and a variety of historic monasteries, churches and religious buildings.

After visiting the town’s cultural and architectural gems, visitors can explore the impressive landscape that surrounds Sigüenza, with multiple options for excursions, hiking and cycling. Travellers can dine in one of the many restaurants situated in historical buildings throughout Sigüenza, and support the development of the local tourism economy by staying overnight in one of the town’s various ‘casas rurales’.

The conference, co-sponsored by destination partners Turismo Lanzarote and Menorca Tourism Board; both celebrating 30 years of UNESCO Biosphere Reserve status in 2023, included panels and keynote speakers from across the travel and transportation industries to discuss and debate the current tourism challenges.

Sessions were moderated by Richard Hammond, executive producer of Green Traveller Productions and speakers and panellists included representatives from ABTA, The Travel Foundation, Iberia, easyJet, Costa del Sol Tourism Board,  Renfe, Paradores, Intrepid Travel, the Aviation Environment Federation, Pura Aventura and more. 

Following the afternoon conference, Spain’s first ‘Sustainable Media Awards’ took place in the evening. 

Conference Overview:

The conference was officially inaugurated by Manuel Butler, director of the Spanish Tourist Office in the UK, who outlined how Spain's Sustainability Day was created to encourage important dialogue between the countries. 

Miguel Sanz, general director of Turespaña, gave a foreword identifying the path that Spain is currently on in terms of sustainable transformation. He outlined how 3.4 billion euros from the European Next Generation Fund has been allocated towards the sustainable transformation of tourism in Spain.  1.9 billion euros of this has been assigned to sustainability and modernisation projects proposed by Spanish destinations. 

Panel 1: Decarbonisation – the transition to true net zero

The panellists featuring Graeme Jackson from The Travel Foundation, Susan Deer from ABTA and Natalia Bóveda from the Costa del Sol tourism board agreed that collaboration between destinations is essential to be able to reach shared goals. 

Graeme Jackson from the Travel Foundation warned that based on today’s scenario and The Travel Foundation’s recent report, the tourism sector will not hit the interim 2030 target of halving emissions, but could get to net zero with huge investment and policy change. 

Susan Deer from ABTA talked about the need for education and training and how breaking down jargon is vital. She discussed how driving talent in this area also means recruitment from other industries. Meanwhile Natalia Bóveda from the Costa Del Sol tourism board outlined the value of reporting mechanism for visitors and industry partners to understand the carbon impact. 

Panel 2: Creating better places to live in, to work in, as well as to visit 

This second panel featured Hazel Plush from Intrepid Travel, Matt Callaghan from easyJet Holidays, Diego Otero from Galicia’s tourism cluster and Jose Guillermo, honorary chairman of Spain’s Hotel Institute (ITH).

The panellists focused on the tourism impact on local communities with Matt Callaghan first addressing how to become more sustainable in the mainstream space. He touched on the value of extending the season including easyJet Holidays’ stay-longer campaign.

Hazel Plush demonstrated how tourism companies can support social enterprises as part of their tour programmes, helping to raise the profile of important issues whilst generating sources of income for communities.  Meanwhile Diego Otero discussed how tourism can support other sectors such as fishing in a more direct way to drive the benefit of the tourism pound. 

Jose Guillermo discussed the value of the circular economy. He mentioned the example of the Balearic Islands as a leading case with a law in place to ensure that all the hotels within the archipelago have a circularity plan.

The panel also touched on technology as an aid to sustainable transformation by looking at elements such as food waste to help reinforce and reforecast food ordering. 

Panel 3: Going Green – The Future of Sustainable Transport 

The third and final panel on the future of sustainable transportation featured Jane Ashton from easyJet, Teresa Paredo from Iberia, Cait Hewitt from the Aviation Environment Federation and David Martín from RENFE. 

This in-depth discussion presented conflicting viewpoints. Easyjet’s Jane Ashton initiated the discussion talking about easyJet’s holistic approach. She said how their “forensic focus” aims to reduce the impact today for a better tomorrow, including the reduction of carbon intensity. Cait Hewitt from the Aviation Environment Federation however claimed that green tourism cannot include flying, and the sector is nowhere near where it needs to be, questioning the effectiveness and challenges of SAF. 

Teresa Parejo pointed out how aviation accounts for “2 to 3%” of global emissions which she says “doesn’t mean it shouldn’t be taken seriously” however she states that aviation emissions is a complex problem that cannot be simplified. 

Jane Ashton, touched on legislation and how this is required to drive the production of SAF. She acknowledged the challenges and opportunities of SAF and the positive development of hydrogen saying, “more ground and rig tests are planned over the next few years”. Ashton expects small hydrogen planes to be operating in the next few years, with larger operations by 2035. 

David Martin from RENFE, Spain’s rail network, talked about how planes and trains need to work together and collaborate with multiple initiatives already in place. He talked about the progress of the high-speed networks throughout Spain and initiatives to bring more residents into the public transportation system with initiatives to low-cost travel, ensuring it is accessible.

Keynote speakers

Tom Power, CEO of Pura Aventura, gave a keynote speech titled “Why now is the time for action”.  He emphasized how the intention and action gap in travel is greater than anywhere else and that there is dissonance in the language between what the industry says and what consumers hear. 

Power does not think customers will demand alternatives, but they do want to be supplied with fantastic experiences saying, “we need to act now, not because consumers are demanding it, but because it is an opportunity”.  

Pedro Saura, the president of Paradores, Spain’s network of state-run heritage properties, touched on the evolution of the hotel and hospitality industry including sustainable initiatives being spearheaded by the group.

Awards Ceremony

The afternoon conference was followed by Spain’s first ‘Sustainable Media Awards’ recognising the best travel content by UK writers showcasing themes which correspond to Spain’s sustainable tourism pillars such as seasonal or geographic diversification, forming a connection with local people and cultures, visiting lesser visited areas and taking part in low-impact activities such as cycling and walking, as well a travelling by train and other forms of public transport.

Prior to the media awards, Wanderlust Magazine presented a special ‘Spain Sustainability Champion Award’ to Gabriel Escarrer, Executive Vice Chairman and Chief Executive Officer of Meliá Hotels International, for being a pioneer and driver of sustainable tourism not only within Spain, but globally; working to inspire and innovate across the hospitality industry to minimise its environmental impact and generate a global net positive impact.

All media award winners and runners-up can be viewed here.

The full event programme and delegate list can be viewed here. 

GO TO IMAGE GALLERY 

Manuel Butler, Director of the Spanish Tourist Office in the UK.

The offer which the Tourist Trains division will make by 2023 represents an increase of 30% compared to that produced in 2022, the year in which Renfe launched 170 trains with tourist content, in which 23,597 customers travelled and this means one more step in the evolution and consolidation of this classic product operated by the company.

The supply of luxury tourism will increase by 57 percent. The greatest increase in trips will occur in the luxury segment Transcantábrico, Al Andalus, Costa Verde Express and Expreso de la Robla. In 2023, these trains are expected to make 87 round trips, which represents an increase of 52 percent compared to 2022. Thematic tourism trains carry out day trips with cultural and gastronomic content.

The list recognises villages which are excellent examples of rural tourism with accredited cultural and natural assets, that preserve and promote rural and community-based values, products, and lifestyle. Included destinations must have a clear commitment to innovation and sustainability in all its aspects – economic, social and environmental.

The three villages in Spain: Alquézar, Aragon; Rupit, Catalonia; and Guadalupe, Extremadura, all meet the criteria. 

Alquézar, Aragon

The small medieval village of Alquézar is situated in Huesca, Aragon, by the foothills of the Pyrenees and within the Sierra Natural Park near the Canyons of Guara. The town holds samples of rock art which are declared a World Heritage Site in the Vero River Cultural Park. The collegiate church of Santa María la Mayor, declared an Historic-Artistic Site, stands above the village with a cloister of Romanesque capitals and its organ, as well as numerous hermitages.

The town has worked to create a sustainable tourism model to combat regional depopulation by making rural tourism a business activity linked to heritage, the environment, and people. After its success, the Aragonese Government is looking to extend similar plans to other municipalities within the area.

Click here for more information. 

Rupit, Catalonia

The Medieval town of Rupit lies a day trip (98km) from Barcelona. The village is famous for its stony houses, streets, squares, and bridges which are indistinguishable from the surrounding cliffs. The name Rupit even derives from the latin rupes, meaning cliff - or rock. The historic centre boasts the Sant Joan de Fabregues church and Rupit Castle, dating back to the 10th century AD. The thousand-year-old village now relies on tourism, offering services ranging from mountain biking guided tours to the Sallent Waterfall, to exploring Pedretes Cave, underneath the Rupit hanging bridge.

Click here for more information. 

Guadalupe, Extremadura

Located in the region of Las Villuercas in Cáceres province of Extremadura, Guadalupe is a historic village with cobbled streets and traditional architecture, including heritage buildings like the 14th Century Royal Monastery of Our Lady of Guadalupe, a UNESCO World Heritage Site. The typical mountain village, declared an Historic-Artistic Site, grew under the wing of the Royal Monastery of Our Lady of Guadalupe.

Guadalupe is also an excellent showcase for the regional cuisine. Local dishes tend to be simple but with ingredients of excellent quality: Iberian sausages, ajoblanco (a cold soup with almonds, garlic, bread and olive oil), migas (breadcrumbs with chorizo and bacon) and caldereta de cordero (lamb stew).

Click here for more information.