Spain's Tourism Growth 1955-2007: Visitors, Revenue and Tourism Models

Summary

This text analyses the evolution of visitors and tourism receipts in Spain between 1955 and 2007 using a composite linear graph. It explains the 'sun and beach' mass tourism model of the 1960s, the factors that strengthened it, and the crisis of 1973-1985. It also covers the resurgence after 1985 and the shift toward a new, quality-based and sustainable tourism model.

Key points

Spain's tourism grew over 1955-2007, with dips linked to economic crises.
The 'sun and beach' model of the 1960s attracted mass, medium or medium-low purchasing power tourists concentrated in summer.
External factors included European economic growth and cheaper transport; internal factors included proximity, natural resources and the 1959 peseta devaluation.
The 1973-1985 crisis was driven by the oil-price recession, rising prices, lack of quality and new competing destinations.
Since 1985, recovery was driven by EU entry in 1986, domestic tourism and a shift toward quality and sustainability.
The new model seeks quality, diversification and sustainability, but the mass sun-and-sand model still dominates.

Test yourself

A composite linear graph represents the evolution of the number of visitors (in millions) and tourism receipts (in millions of euros) in Spain between 1955 and 2007.

The evolution of visitors and tourism revenue has experienced an increasing trend over the period, except at specific moments linked to economic crises.

Since the 1960s, Spain has experienced great development, and today, tourism is the second largest in the world by the number of foreign tourists and revenue received.

The "Sun and Beach" Model of the 1960s

The tourist model introduced in the 1960s was "sun and beach." It is characterized by an abundant and cheap tourist, which led to massive demand, with medium to medium-low purchasing power, concentrated in summer and in areas of sun and beaches of the Balearic Islands, the Canary Islands, and the Mediterranean coast. Other features of this model are dependence on international tour operators in marketing and disregard for environmental impact.

Factors that Strengthened the Model

The factors that strengthened this model are both external and internal.

External Factors:

Economic development in Western and Northern Europe
Progress in transport (planes became cheaper, improved rail and road, and generalized car use)

Internal Factors:

Geographical proximity of Spain to European customers
Excellent natural resources (sun, beach, climate)
Cultural resources
Low cost due to the devaluation of the peseta in 1959
Availability of infrastructure and services to meet demand (resorts, etc.)
State policy that normalized international relations, built infrastructure, and carried out intensive propaganda promoting Spain as a tourist destination

Tourism Crisis: 1973-1985

Between 1973 and 1985, tourism went through a time of crisis. Although the number of tourists and income continued to grow, they did so at a slower rate due to cyclical factors (global economic crisis motivated by higher oil prices) and others such as:

Problems of Spanish tourism: prices became more expensive due to inflation and wage increases, with no parallel increase in quality. Also, it did not adapt to new demand requirements, calling for more quality service in infrastructure and the environment.
The emergence of new competing destinations in surrounding areas (North Africa, Balkans) and in remote areas (Caribbean, Southeast Asia, and Oceania).

Resurgence of Tourism: 1985 Onwards

Since 1985, the rate of tourists and tourism revenue has recovered, except for a brief period in the early 1990s, motivated by the economic recession of those years. The causes of this resurgence were:

Spain's entry into the EU in 1986
The growth of domestic tourism
The beginning of the conversion to a new tourism model based on quality and sustainability

The New Tourism Model

The new tourist model is characterized by a quality tourist offer aimed at a more diverse and less numerous demand, with greater purchasing power and better distributed in time and space due to greater diversification of forms of tourism.

Factors of the New Model:

Quality of supply based on improving services and infrastructure
Diversification of supply, which should exploit the variety of natural and cultural resources of Spain to offer alternatives besides sun and sand
Promotion of tourism by the central government, regional and local, to create an image of Spain as a quality destination
Sustainability or balance between tourism development and environmental conservation

This conversion is not yet complete, so the dominant model remains sun and sand mass tourism. This fact determines the characteristics, location, and impact of tourism and guides tourism policy to encourage the consolidation of the new model.

FAQ

What was the 'sun and beach' tourism model?

It was the tourism model introduced in the 1960s in Spain, characterized by abundant, cheap tourists in massive summer demand, concentrated in the Balearic Islands, the Canary Islands and the Mediterranean coast. It depended on international tour operators and ignored environmental impact.

Why did Spanish tourism decline between 1973 and 1985?

Growth slowed because of the global economic crisis caused by higher oil prices, rising prices from inflation and wage increases without better quality, and failure to adapt to new demand. New competing destinations in North Africa, the Balkans, the Caribbean, Southeast Asia and Oceania also contributed.

What caused the recovery of tourism after 1985?

The recovery was caused by Spain's entry into the EU in 1986, the growth of domestic tourism, and the start of a conversion to a quality and sustainable tourism model, although a brief recession hit in the early 1990s.