The general manager of Mastercard Spain, Paloma Real, the general manager of the Spanish Tourism Institute (Turespaña), Miguel Sanz, the deputy general manager of Knowledge and Tourism Studies, Julio López, and the vice president of Government Relations at Mastercard, Daniel Nieto, today presented the results of the studies on tourism sustainability, which reflect that Spain is considered one of the best tourist destinations for travelers sensitive to sustainability according to 38% of travelers.
According to the study carried out by Mastercard “Expectations and behavior of European travelers in matters of sustainability”, in which Turespaña has collaborated, 53% of users consider themselves quite involved with sustainability and 27% state that they prioritize sustainability when traveling, although only 16% have a sustainable behavior on the trip.
Travelers who consider Spain a more sustainable tourist destination than others highlight attributes such as a good infrastructure network or less crowded places.
Travelers have identified socioeconomic factors as a compelling reason for sustainable travel in 78% of cases, and environmental aspects in 65%.
On the other hand, price (38%) along with the lack of information for users (27%) are the main barriers that make travelers ultimately choose less sustainable options when traveling.
The study has identified and classified four traveler profiles based on their level of affinity with sustainability, where 10% of travelers are very sustainable, 6% are sustainable, 43% are becoming aware, and 41% are not sustainable.
The study reflects that the more sustainable the traveler's profile, the better their perception of Spain.
For his part, Julio López presented the final data of the “2022 Non-Resident Traveler Satisfaction Survey”, conducted by Turespaña, which reflects that 75% of international tourists who visited Spain this summer are satisfied with the destination's commitment to sustainability.
The most highly valued aspects are the use of resources and the impact on local society, while the one that generates the most dissatisfaction is related to information and possibilities for offsetting the carbon footprint.
The survey data also shows that 97% of travelers surveyed were satisfied or very satisfied with their trip. North Americans are the most satisfied visitors.
In the current phase of recovery of international demand, these two studies are part of the strategy to position Spain as a leading tourist destination committed to environmental, social and economic sustainability, enhancing this image as a differentiating and reference factor for international tourists.
“The data from the study we are presenting today reflects Spain’s commitment to a sustainable tourism model that attracts visitors who are committed not only to the environment, but also to other factors such as supporting local communities. At Mastercard’s Tourism Innovation Hub, we are working to revitalize a key industry in Spain, aligning it with sustainability, inclusion, and resilience. In this regard, we face new challenges that require different solutions when developing responsible tourism worldwide,” explains Paloma Real, General Manager of Mastercard Spain.
Miguel Sanz, Director General of Turespaña, stated that “Turespaña is constantly working to ensure that sustainability is a key attribute of the Spain brand. The studies we are presenting today indicate that we are on the right track to making Spain a benchmark for sustainability for tourists.”
“We have a large protected area, renewable energy, an extensive high-speed rail network, and other local initiatives, which, together with the Government's efforts with the Destination Tourism Sustainability Plans, financed with EU Next Generation funds, and the private sector's commitment to sustainability, are great advantages for our country to be recognized as the most sustainable holiday destination”.
