Diversification, quality and sun and sand

The beauty of the world is in its diversity, its uniqueness and its widest range. Andalucía It is a popular tourist destination. This land is full of charm, and can be enjoyed by both the experienced traveller who wants to explore the world and the casual tourist seeking a few days to relax on the beach. The evolution of tourism in the last 40 years has been a journey to maturity, excellence and sophistication. A path of success for an industry that has managed to evolve and make Andalucía a world-renowned destination, multifaceted, that knows how to combine the value of its historical and artistic heritage with the excellence of its cuisine and the variety of its natural surroundings, with the growing quality of its infrastructure and tourist facilities.

Until the 1980s, tourism in Andalucía was mainly limited to the Costa del Sol, driven by the international success of the so-called ‘sun and sea pairing’. The growth of Malaga as a tourist attraction coincided with the global evolution of tourism. From an elitist industry to one that was more democratic, the Malaga Airport development and upgrading of Andalusian roads played a major role. The resulting accessibility of travel, coupled with the falling cost of airfares and the increasing incomes in households, led to the rise of the middle class, and the phenomenon known as’mass-tourism’.

Quantity is more important than quality in a model.

The mass tourism industry was based on quantity rather than quality. It drove urban development to accommodate the many international visitors, mainly from the United Kingdom, who flooded the beach and hotel rooms throughout the summer.

Despite its early success, Andalusian tourism had a very narrow geographical model, and did not make the best use of the wealth and diversity of attractions available in the region.

The professionalisation of the tourism sector made it possible to rethink this model, creating a drive to move towards excellence as a destination and drawing on charms beyond the ‘sun and sea’ to showcase the enormous potential offered by the different Andalusian provinces and territories.

In this way, Andalucía began to position itself firmly, especially from the start of the 21st century, in more specialised sectors such as food tourism, cultural tourism, sports tourism or luxury tourism. Andalucia has started to put its main attractions on the front page of its website, like the food scene which blends traditional gastronomy along with the innovative flair that many Andalusian Michelin star chefs bring. Or its unique historical landmarks, from the Alhambra of Granada, to the Cathedral of Malaga and the Mezquita of Cordoba. The Giralda of Seville, or the numerous archaeological sites that are scattered throughout the Andalusian region. This commitment also extends to natural landmarks, enhancing the appeal of areas such as Doñana (Huelva), Cabo de Gata (Almeria) or Sierra Nevada (Granada).

This focus on highlighting the historical, artistic and natural legacy has also led to a greater diversity in the profiles of tourists visiting Andalucía. Alongside those who still choose to enjoy the ‘sun and sea’ pairing, recent years have brought visitors with a more cultivated profile and higher purchasing power, who are drawn to the region by its culture, natural surroundings or the excellence of its services.

Thanks to this specialisation and diversification, Andalucía has managed to hang the ‘Open’ sign all year round, achieving the long-awaited break from seasonality and placing the region as a world-class destination that pays attention to sensitive aspects such as sustainability, attracting a higher-spending type of tourist and valuing tradition as a distinctive feature.

With the collaboration of the Ministry of Tourism and Global Andalucía of the Regional Government of Andalucía.