5.6 billion euros per year spent on cosmopolitan tourism in Spain

2017.5.24

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The term 'cosmopolitan' stems from an extensive demographic study conducted by Turespaña in 2012 on real and potential tourism demand in the 17 most representative emitting markets. The goal was to produce a rigorous basis on which to build the government's tourism strategy. Seven profiles were then defined and a focus was placed on the so-called 'cosmopolitan' profile - people with a high propensity to spend money in the destination they travel to and with a high affinity with activities linked to shopping, wine and gastronomy, city breaks, art, culture and touring.

Officially opened by the State Secretary for Tourism, Matilde Asián, and closed by the Director-General for Tourism of the Region of Madrid, Carlos Chaguaceda, the event was attended by numerous government and tourism sector professionals from such fields as the hotel industry (Hotel Technology Institute and Spanish Confederation of Hotels and Tourist Accommodation Establishments, among others), the catering industry, the shopping sector, the conference sector, the business sector, travel agents and travel operators. All of them shared their perspectives and exchanged experiences on how to adapt the tourism product to demand from this niche market.

Potential for Spain

The study conducted by Turespaña shows that this cosmopolitan segment comprises 25 million people in the six main emitting markets in Europe and 14 million in the United States. Furthermore, they take 75 million trips a year in Europe and generate close on 80 billion euros a year in the destinations they visit.

Bearing in mind that Spain's market share of this segment currently stands at 10% (equivalent to 5.6 billion euros a year), Matilde Asián pointed out that Spain has major potential for growth. The State Secretary stressed that leadership by a country, region or industry over time depends on its ability to anticipate the future and consciously prepare itself to face that future successfully. To that end, it is essential for events such as this to strengthen collaboration between all stakeholders in the sector and for work to be done on a tourism model that can create wellbeing and wealth for all.

In turn, the Director-General for Tourism of the Region of Madrid, Carlos Chaguaceda, said that "the tourism industry is the industry of happiness", adding that the goal right now is to define what demand we want to focus on. "We want a demand that respects the reality, that integrates with what is enjoyed, and that leaves behind economic prosperity and creates jobs", concluded Carlos Chaguaceda.