Else Beekman
Competition among Spanish sun-and-beach destinations is fierce, but according to a new report by Exceltur, Spain’s leading coastal destinations continue to innovate, ensuring tourists the best possible experience. Moreover, by implementing specific measures, they successfully maintain a balance between tourism and quality of life.
According to Exceltur’s research, Adeje (Tenerife), Calviá, and Playa de Palma (both in Mallorca) top the ranking as the most competitive destinations. These popular spots outperform other renowned locations such as Benidorm, Marbella, and San Bartolomé de Tirajana in Gran Canaria.
Why do these destinations perform so well?
Exceltur’s monitoring report analysed 63 indicators across 20 top destinations. In addition to the aforementioned locations, Sant Josep de Sa Talaia, Santa Eulària des Riu, Chiclana de la Frontera, Salou, Yaiza, Pájara, Lloret de Mar, Torremolinos, Calella, Ciutadella, Gandía, Puerto de la Cruz, Peñíscola, and Roquetas de Mar were also assessed. The results highlight how Adeje, Calviá, and Playa de Palma stand out in various key areas.
Adeje
Adeje is renowned for its high-quality accommodations and its excellent balance between tourism and local livability. Major roads and coastal pathways have been renovated, and there is a stronger focus on wellness tourism, including spas and personal care activities. Thanks to a well-thought-out strategic management plan and strong economic performance, Adeje is the undisputed leader in the ranking.
Calviá
Calviá distinguishes itself with a wide range of tourist activities and excellent accessibility through various transport options. The municipality is heavily investing in new experiences, such as thematic walking routes that highlight the region’s cultural heritage, culinary festivals promoting local gastronomy, and eco-friendly excursions in natural reserves to encourage sustainable tourism. These initiatives help reduce dependency on mass tourism.
Playa de Palma
Playa de Palma excels in well-organised transport connections and a progressive tourism model focused on sustainability and innovation. The city enforces strict environmental regulations for hotels and restaurants. These include mandatory certifications for energy efficiency and waste management. Additionally, there has been significant investment in cycling and walking paths, allowing tourists to explore the destination in an eco-friendly manner.
The Council has also mondernised beach infrastructure, featuring improved amenities such as smart lighting, water-saving showers, and wide, accessible promenades. Moreover, Palma has implemented policies to better regulate mass tourism, including stricter rules for vacation rentals and initiatives aimed at enhancing the experience for both residents and visitors.
What makes a destination competitive?
The Exeltur study assessed factors such as coastline preservation, the diversity of tourism offerings, mobility, public spaces, local governance, and economic performance. What stands out is that the most successful destinations look beyond just sun, sea, and sand. They invest in infrastructure, improve public spaces, and collaborate with businesses and residents to strike a balance between tourism and local quality of life.
For instance, Adeje has distinguished itself by introducing innovative urban mobility solutions, such as an extensive electric bus network and expanding pedestrian-only zones, which contribute to a cleaner and more accessible city.
Calviá has made significant efforts to restore its coastal landscape, including renovating beachfront promenades and creating green spaces that benefit both tourists and local residents.
Playa de Palma, on the other hand, has introduced stringent environmental standards for hotels and restaurants.
Investments and challenges
Exeltur urges coastal municipalities to increase their investments in strategic mobility solutions and urban redevelopment. For example, enhancing public transportation and redesigning public spaces to withstand increasing pressure from both tourists and new residents. However, many coastal municipalities face financial difficulties, making it challenging to fund essential services and sustainable development projects.
Spain’s coastal municipalities collectively generate €133 billion in tourism revenue, but this success also brings challenges. Therefore, Exceltur advocates for a strategic national plan for coastal destinations, financed through EU funds and coordinated by a special commission.
Moreover, the Spanish government has already allocated €1.4 billion in European funding to projects aimed at sustainable tourism development, digitalisation, and the enhancement of cultural heritage experiences. These initiatives aim to further strengthen the competitiveness of Spain’s sun-and-beach destinations.
Pressure on popular destinations not solely due to tourists
The report also highlights that a large part of the pressure on popular destinations is not only caused by tourism but also by a growing number of permanent residents. In some coastal towns, the local population has increased by nearly 5% since 2019, further straining infrastructure and housing availability.
Another significant factor is the rise of vacation rentals. The number of accommodations on platforms such as Airbnb and Booking.com has surged by 20.5% since 2019, whereas hotel stays have only risen by 0.9%. This creates more competition for hotels and increases pressure on residential neighborhoods, leading to complaints from local residents.
About Exceltur
Exceltur is a non-profit alliance of leading companies in the Spanish tourism sector, including airlines and hotel chains. The organisation analyses trends and challenges within the industry and provides policymakers and business leaders with strategic guidance on sustainable tourism development.