Lorraine Williamson
Asturias, a tranquil and picturesque region in northern Spain, has long been known for its natural beauty, peaceful atmosphere, and excellent gastronomy. However, its rural tourism sector is now facing significant challenges.
While other parts of Spain wrestle with the pressures of mass tourism, Asturias is struggling with the opposite issue: declining interest in its rural accommodations.
The shift in travel behaviour
In recent years, statistics from the Spanish National Institute of Statistics (INE) have shown a worrying trend for rural tourism in Asturias. Although the number of visitors has remained stable, the duration of their stays has decreased. Last year, the region saw 304,000 rural tourists who collectively stayed for 924,400 nights. While these numbers seem solid, they mark a significant drop compared to 2019, with more than 50,000 fewer overnight stays.
This shift in tourist behaviour is largely attributed to the growing trend of short getaways. Travellers now prefer quick, highlight-driven trips instead of long stays in remote locations. Instead of spending a week in Asturias, visitors tend to come for just a couple of days, visit a few key spots, and leave quickly. This rapid turnover results in fewer overnight stays and less income for accommodation providers.
Economic strain on rural communities
The impact of this decline is felt deeply by local businesses. In some mountain villages, rural tourism is the lifeblood of the economy, with many still dependent on it for survival. One local accommodation owner stated that up to 50% of Asturias’ inhabited villages owe their existence to the influx of rural tourists. The recent drop in bookings, especially during the typically busier winter months, has left many businesses struggling.
Last winter was particularly hard for the sector, with many accommodation providers reporting a dramatic decrease in guests. The period from December to April, once a significant revenue earner, has become worryingly quiet. These economic pressures are causing uncertainty for the future of rural tourism in Asturias.
Competition and local challenges
In addition to changing visitor patterns, rural tourism in Asturias faces mounting competition from illegal accommodation rentals and tourist apartments, often listed on popular platforms. These alternatives provide more flexibility and lower prices, making it harder for traditional rural hotels and guesthouses to compete. This competition has intensified the challenges for rural tourism entrepreneurs already struggling with reduced demand.
Government initiatives and skepticism
In an attempt to reverse this decline, the Asturian government has introduced various promotional initiatives. These include discount coupons and campaigns aimed at encouraging domestic tourism. Despite these efforts, many entrepreneurs remain sceptical about their effectiveness. A review of rural tourism was announced in January, but the impact of these changes remains to be seen. Whether these measures will be sufficient to rejuvenate rural tourism in Asturias is uncertain.
The road ahead for Asturias
The future of rural tourism in Asturias depends on whether these new measures can attract longer stays and shift traveller behaviour back towards extended visits. While the region’s natural beauty remains as compelling as ever, Asturias must adapt to changing travel trends and a competitive market if it is to restore its place as a peaceful retreat for those seeking a break from mass tourism.
High-speed rail between Asturias and Madrid