Manuel Butler, UK director of the Spanish Tourist Office, said that post-Covid, the authority’s focus had been to reposition Spain as a sustainable, inclusive and high-end destination by placing a spotlight on its culture, history and gastronomy rather than all-inclusive beach holidays and breaks to its already heavily touristed cities.
Spain has for several years communicated this message to the travel trade – agents and operators – but Butler on Tuesday (19 March) said this messaging would be extended to consumers, with a view to targeting wealthier, general older holidaymakers.
