In 2024, tourism in Spain is reaching new records, exceeding expectations and reaffirming its position as one of the most popular destinations worldwide.
According to recent data from the National Institute of Statistics (INE), in the first five months of the year, Spain has received 33 million international tourists, which represents an increase of 13.6% compared to the same period of the previous year. In addition, the spending of these tourists has grown by 21.8%, exceeding 43.2 billion euros until May. In May, each tourist spent on average 1,263 euros, an increase of 7.3% year-on-year, and daily spending has risen to 204 euros, 8.6% more than last year.
This growth in tourism and associated spending represents a unique opportunity for companies in the sector, which are in the midst of a significant transformation. The pandemic has accelerated the adoption of digital technologies and changed travelers’ expectations. In relation to this, the multinational technology company Stratesys points out that the key to success lies in integrating advanced technologies and sustainable practices, without losing sight of the traditional values of the hotel industry.
Carles Sirera, Managing Partner of the Travel/Hotel/Tourism area at Stratesys, highlights that “the tourism boom in Spain presents an exceptional opportunity for companies in the sector. To capitalize on this opportunity, it is essential to adopt advanced technologies and sustainable practices, integrating these strategies with the traditional values that have made the hotel industry a pillar of global tourism.”
Advanced technology in tourism
Artificial intelligence (AI) and machine learning are changing the way travel businesses operate. These technologies make it possible to personalize travel recommendations based on individual customer preferences, improving the user experience. Machine learning also optimizes the management of offers and prices through algorithms that adjust rates in real time based on demand and other factors, maximizing revenue and ensuring the best deals for customers.
To deliver a consistent and seamless experience across all customer touchpoints, businesses must develop an omnichannel strategy that integrates web, mobile apps, and in-person services. A robust CRM can unify data from different sources, offering a holistic view of the customer that enables personalized and proactive services. Chatbots and virtual assistants can also improve customer service, providing fast and efficient responses.
Sustainability: an essential priority
Sustainability has become paramount, with a growing number of people concerned about their environmental impact. Tourism businesses must adopt strategies to reduce their ecological footprint and promote responsible tourism. Measures such as reducing plastic use, efficient management of water and energy resources, and supporting local communities not only benefit the environment, but also attract sustainability-conscious tourists. Environmental certifications and transparent communication about these practices are key differentiators in a competitive market.
Preserving traditional values
It is crucial for businesses to invest in advanced technology, develop an omnichannel strategy and adopt sustainable practices, while not forgetting traditional hospitality industry values such as customer satisfaction and service quality. Continuous staff training in new technologies and sustainable practices is essential to improve service quality and customer satisfaction. Maintaining these traditional values, while adapting to new demands, is vital for long-term success.