Tourists demand less-massified destinations, more tourist routes for natural environments other than beaches and more cultural routes.
According to the ‘Spain positioning studio as a tourist destination‘, developed from a survey conducted in 33 countries, Spain is above the world average (8.6 out of 10) in its ability to attract long-term tourism, which is understood as a journey over a week. This is reflected in the research project launched by the Real Instituto Elcano and Turespaña, which rate Spain with a 8.8.
In the American or Asian countries, Spain is the favourite for a forthcoming trip to Europe, in line with Italy. For the most part, tourists use culture, historical heritage and the natural environment as major attraction factors.
On the other hand, in European countries, Greece (13%) is at the forefront as a preferred destination for the next journey, followed by Italy (12%) and Spain (1.1%). However, we must point out that Spain has been visited over the last four years by 36% of the European population. The main cause of dissatisfaction among Europeans is massification, while climate, beaches and gastronomy are listed as the best valued elements in the tourist experience.
For those who have chosen another destination as a priority, the vast majority would choose Spain as an alternative; in particular, 64% of Europeans and 75% of Americans or Asians.
