The CLIA Spain column
By Alfredo Serrano
Managing Director CLIA Spain
Article from CruisesNews magazine no. 69 – June 2024
Tourism management and planning, an absolute priority
In recent weeks, the tourism industry has taken center stage in public debate both within and beyond our borders. As we move towards a likely new record for international visitor arrivals, citizens in the Canary and Balearic archipelagos have taken to the streets to demand a new tourism model. Their demands must be heard carefully and thoroughly analyzed.
To give just one example, as a society we cannot tolerate that access to housing is only available to a select few, and that essential professionals like healthcare workers or teachers are unwilling to work in certain areas because their salaries aren't enough to afford decent housing. No one should live in poverty when other options are available.
That said, I firmly believe the problem isn't tourism itself, but rather its lack of management and planning. For years, and without intending to be critical, we've focused on promoting destinations, highlighting their strengths, and carving out our niche to position ourselves at the forefront of the minds of millions of people. The issue is that we've dedicated so much effort to attracting visitors that we haven't paid enough attention to the second part: how we're going to manage them once they're there. And now, that must be an absolute priority.
Society has evolved, and with it, tourism, which has fortunately become increasingly popular (let's remember that enjoying paid vacations is a social achievement). Before our eyes, we have a new reality that demands a new approach: viable solutions adapted to the unique characteristics of each region. Implementing these new measures requires a holistic and rigorous analysis of the situation, based on data, and in which all stakeholders have a voice. And only then, when we have a precise and accurate picture, can initiatives be launched, not the other way around. It will take more time, yes. It will be worth it, too.
This process requires responsibility and commitment from all parties – both in the public and private sectors; a broad perspective and a long-term vision without ideological bias, an undertaking that does not seem very easy because we live in a society focused on immediacy and with a very polarized environment, where slogans often prevail, regardless of whether they are half-truths.
This reflection leads me to another point: the need to avoid stigmatizing and focusing on one type of tourism over another. I don't understand why there are first-class and second-class visitors. And I reiterate that travel is a consequence of social progress. The limit, the boundary, should be defined by people's civic behavior, and this has little or nothing to do with whether they arrive on a cruise ship, stay in a four-star hotel, or fly with a low-cost airline.
If we truly want to nurture tourism—our most precious asset—safeguard Spain's image, and protect the well-being of residents, we must change our mindset. It is time to face this challenge with maturity and professionalism: we have all the necessary tools. It is time to engage in dialogue, to listen, and to set aside preconceived notions; to ask ourselves how, why, and for what purpose; to place economic, social, and environmental sustainability at the heart of every decision. And to seek that balance that guarantees coexistence between tourists and locals. I am absolutely convinced that we can achieve this with the effort of all parties. As expected, the cruise industry reaffirms its commitment to this goal and offers its support to promote sustainable tourism practices.
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