The Minister of Tourism and Andalusia Exterior, Arturo Bernal, has announced the future launch of what will be the first social sustainability campaign for tourism, as part of an awareness strategy around this industry that aims to reconcile the quality of life of residents in the region with sustainable development of this essential activity for the community.
Bernal has pointed out that the action is part of the efforts of the Andalusian Government «to promote a sustainable, balanced, and respectful tourism model that meets the demands of society, facing the challenges to strengthen both the destination and the social fabric.»
In this sense, he has mentioned the initiation of the preliminary draft of the Sustainable Tourism Law of Andalusia, which will focus on the organization, planning, and promotion of sustainable tourism in its three aspects (environmental, economic, and social).
The law will serve as a guide for the tourism model that aims to respect the identity of the Andalusia destination, protect its legacy, and create opportunities through sustainability, also consolidating the sector as a key player in the economy and job creation in the community.
He also highlighted the recent launch of the Observatory for Local Tourism Sustainability in Andalusia, a pioneering tool and reference in municipal management in the face of tourism challenges, whose indicators will allow destinations to «make informed decisions, design effective policies, and anticipate challenges.»
These initiatives will be complemented by the currently tendered action, which will be carried out through the Public Company for Tourism and Sports of Andalusia and will aim to «promote respect and dialogue about tourism, integrating listening to residents with their enhancement as part of Andalusian identity.»
Therefore, it is about «balancing sustainable tourism and citizen demands, highlighting the positive contribution of this activity and harmonizing it with the concerns of part of society to promote coexistence, strengthen the destination, and ensure a positive impact that benefits the entire community.»
In this sense, the objective of the action is to «reconnect Andalusians with tourism as an essential part of their identity and development, showing that this economic activity is a vital component of the social and cultural fabric of Andalusia.»
The goals include highlighting the strength of the tourism industry and the decisive role of Andalusian citizens in making the region one of the most desired destinations in the world and, on the other hand, conveying to visitors that Andalusia expects the best from them during their stay, as the best way to enjoy the region is to experience its culture in harmony with the residents.
In this sense, it will be emphasized that some of the best assets that differentiate the community from other competing destinations and that are reflected in the idiosyncrasy of Andalusians, such as pride and cultural identity, authenticity, uniqueness, and a sense of hospitality and tolerance, are historically positioned as the main attractions for travelers.
For this purpose, a awareness campaign will be developed that transparently, logically, and data-backed, conveys the tangible benefits of tourism, such as job creation and local economic development. This will also address the concerns of citizens, in an active listening process that integrates them into a broad discourse on how to improve coexistence between tourism and citizens.
Comprehensive tourism analysis
The tender proposes an exhaustive analysis of the context of tourism in Andalusia, collecting data on sector growth, job creation, and economic variables. It will also include a detailed diagnosis of citizen perception and socio-economic impacts.
Based on audience identification, a strategy will be defined with key messages supported by a close communication campaign that engages in debate and conversation about this industry, raising awareness of its importance to the public.
From a positive and empathetic perspective, it will be emphasized that responsibly managed tourism is an essential ally for the economic, social, and cultural growth of Andalusia, contributing to heritage preservation, job creation, and connecting people.
Thus, the campaign will seek dialogue so that all Andalusians can feel their arguments represented, offering tangible realities and truthful information about the contribution of tourism to society from empathy towards their demands.
The action complements the global strategy of the Ministry for sustainable development of the tourism industry, advocating for a better distribution of activity throughout the year and across the territory, so that growth focuses on areas and times with lower traveler concentration.
Precisely, during the past year 2024, tourism in the community grew more in the low season and to a lesser extent in summer, as in the high season it increased by 4% compared to the 10% growth rate in the first quarter of the year.