The CLIA Spain column
By Alfredo Serrano
Managing Director CLIA Spain
Article from CruisesNews magazine no. 73 – June 2025
A few weeks ago, I participated in a conference where one of the speakers reflected on how we must stop treating tourism as a phenomenon—that is, something "extraordinary and surprising," according to the second definition in the Royal Spanish Academy dictionary—and instead consider it as a reality. This paradigm shift requires management to enhance positive externalities and mitigate negative ones. Nothing new under the sun, but given current events, it's worth remembering.
In a global powerhouse like Spain, where around 12% of GDP is attributed to the tourism industry, this kind of management isn't just a nice-to-have; it's a necessity. Because the tourism industry in our country can only be considered a global success story if it guarantees harmonious coexistence between residents and visitors in every square meter of our land.
Therefore, developing plans that integrate all tourism segments, based on rigorous data and with a long-term perspective, seems like a good starting point for a task that must be driven by the destinations themselves. After all, they are the ones who best know their territory, its particularities, and where they want to go.
For our part, we have always been—and will continue to be—willing to work hand in hand with local communities to design and implement individualized initiatives that guarantee the sustainable development of the places we visit. The extensive planning we employ is undoubtedly a winning strategy that should be fully utilized, although, in truth, it is not always done, nor in every location.
In this scenario, Port Authorities emerge as a strategic player. On the one hand, this is due to their significant capacity for interaction – both with authorities and the sector – and their extensive operational knowledge. On the other hand, it is due to their relevance in achieving the ambitious climate agenda set by the European Union, which stipulates, to give just one example, that ports must be equipped with grid connection (OPS) by 2030.
I believe it is crucial to strengthen and improve communication between the sector and the ports of our country and the surrounding region; to promote spaces that facilitate dialogue and the exchange of best practices; spaces that aspire to be forums for learning, reflection, and, why not, inspiration for new ideas. With this aim, we are organizing the next edition of our popular Ports and Destinations Dialogue (Hamburg, September 8 and 9), in which we will address some of the most relevant topics on the sector's agenda.
It has always been said that there is strength in unity; and perhaps today, this saying resonates more than ever. Communication and exchange between the sector and the ports are key to addressing the challenges we face from different angles and to continue sustainably driving an economic activity that, in Spain alone, contributes to the creation of almost 50,000 jobs and is a catalyst for change in maritime transport.
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