Speaking at Abta’s Travel Convention on Wednesday (13 October), Manuel Butler, UK director of the Spanish National Tourist Office, said Spain wanted to “refocus” its strategy and “put people at the centre of our system”.
“It’s not only about our clients but the local residents in destinations and the staff and suppliers who work in the industry – we have to consider maximising the benefits of all the stakeholders and not just shareholders,” he told delegates.
Butler rejoined Spain’s UK-based tourism office last month after serving in the same role from 1999 to 2004.
