The Vice President of the Junta de Andalucía and Minister of Tourism, Justice, Deregulation and Local Administration, Manuel Gavira, recently met with business leaders from the Centre for Tourism Initiatives (CIT) in Marbella to address the challenges facing the Andalusian tourism sector, including company profitability and the distribution of tourism activities among various destinations and municipalities.
During his presentation titled “Governing tourism success: Andalusia facing a new stage,” Gavira highlighted that the projected tourism revenue for Andalusia in 2025 is estimated at approximately €29.3 billion, with a total economic impact—including direct and indirect effects—reaching around €36.5 billion. These figures are derived from updated annual estimates based on the Satellite Account of Tourism in Andalusia (CSTA) 2021, which was jointly prepared by the Ministry of Tourism and the Institute of Statistics and Cartography of Andalusia (IECA) and published in June 2026.
Gavira advocated for facilitating business activities through more streamlined administrative procedures, proportionate regulations, and legal security. He acknowledged the contributions of entrepreneurs, freelancers, and workers to the development of tourism in Andalusia, stating, “The administration is here to facilitate their work, not to put obstacles in their way.”
He emphasised that merely counting the number of visitors is insufficient for evaluating the sector's success. According to Gavira, factors such as spending, profitability, employment, seasonality, and the geographical distribution of activities must also be considered, all while keeping in mind the quality of life for residents.
Additionally, he underscored the importance of history, heritage, gastronomy, and traditions as distinguishing features of Andalusian destinations. He noted the tourism potential of activities related to bullfighting, hunting, and fishing, alongside the preservation of historical centres and cultural heritage. “We want Andalusia to remain as it is, to continue being a reference. Those who visit us do so because of who we are,” he remarked.
Gavira stressed that tourism promotion can enhance the identity of each territory and support a diverse offering tailored to different visitor profiles. He called for closer coordination between administrations and businesses, as well as an assessment of the impact of promotional campaigns and major events. He suggested leveraging connectivity and events to extend the tourist season and encourage visitors to explore the interior of Andalusia and its small businesses.
In conclusion, Gavira highlighted the necessity of aligning public actions with the needs of businesses, workers, and residents to maintain the quality of tourist destinations.
