Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

Spain is intensifying its strategy to promote tourism beyond its traditional "sun and sand and coast" offerings as it anticipates potentially reaching 100 million foreign visitors for the first time in a single year. Tourism Minister Jordi Hereu stated in an interview with The Guardian that while the country is not saturated, the "old formulas no longer work," particularly in light of increasing concerns about overtourism and the impacts of the climate emergency. The government aims to attract tourists to less frequented regions and encourage visits outside the peak season. This initiative seeks to diversify Spain's tourism appeal and mitigate the pressures associated with mass tourism in popular coastal areas. The minister indicated that a record year for visitor numbers is likely, but the focus is on sustainable growth and managing the influx of tourists effectively. The strategy involves marketing offbeat regions and promoting off-season travel to distribute visitors more evenly throughout the country and across different times of the year. This approach is designed to ensure the long-term viability of the tourism sector while addressing environmental and social concerns.