Andalucía is on track to conclude 2024 as the most successful year for tourism in its history, according to regional Tourism Minister Arturo Bernal. With a projected revenue of €29.5 billion, 35 million tourists, and a peak employment figure reaching 480,000, Bernal confidently predicts “historic milestones” for the region’s tourism sector.
The promising figures stem from impressive performances beyond the summer high season, which have helped alleviate traditional patterns of seasonal tourism. Bernal attributes this success to a more balanced distribution of tourist activity across the year and an expanded reach to more municipalities—a notable 5% increase. “We’ve managed to move beyond seasonality,” Bernal stated, highlighting the success of policies promoting a sustainable tourism model.
Moderate growth yet record-breaking revenue
While the number of tourists rose by 4.2% to 28.9 million over the summer, the real achievement lies in the revenue gains. The region registered a 7.8% increase in income, hitting €19.63 billion by the end of September. This means a €2.2 billion rise from the same period last year. Andalucian tourism has also seen a notable boost in spending from international visitors. With a growth of 20.6%, this is exceeding the national average by four percentage points.
A sustainable and balanced tourism future
Bernal emphasises the sustainability of the tourism boom, citing efforts to foster environmental, economic, and social balance. Employment in the sector has also surged. In the first nine months of 2024 over 438,700 jobs were recorded. An increase of 2.8% compared to 2023 and exceeding pre-pandemic levels of 2019.
Moreover, Andalucía is increasingly capturing higher-spending tourists, thanks in part to ‘surgical’ marketing campaigns. Notably, long-haul markets such as Asia have grown by 133%, while arrivals from the United States increased by 44%. European markets like the Netherlands and Italy also saw significant growth. The “Andalucian Crush” campaign was particularly instrumental in these gains, attracting tourists who contribute more per visit.
“We’re seeing results,” said Bernal. “Our strategy was to attract quality over quantity, and it’s paying off.”