María Llinares, Tourism Counselor of the Embassy of the Kingdom of Spain in China: Observing Changing Market Needs to Respond to Transformation of Global Tourism

During "WTCF Beijing Fragrant Hills Tourism Summit & World Conference on Tourism Cooperation and Development" held on 3 September 2021, María Llinares, Tourism Counselor of the Embassy of the Kingdom of Spain in China, accepted an exclusive interview of the World Tourism Cities Federation (WTCF), and shared Spain's successful experience of promoting pandemic prevention and control as well as dealing with changes in tourism market needs.

Spain, a popular tourism destination around the world, has won the favor of numerous tourists with its nice beaches, long history and splendid culture. Ever since the COVID-19 outbreak, Spain has, in order to deal with negative influences of the pandemic on tourism, vigorously adjusted and upgraded its tourism products, and promoted vaccination for safe travel. A series of effective measures has effectively boosted tourism recovery in the country.

At "WTCF Beijing Fragrant Hills Tourism Summit & World Conference on Tourism Cooperation and Development" held on 3 September 2021, María Llinares, Tourism Counselor of the Embassy of the Kingdom of Spain in China, accepted an exclusive interview of the World Tourism Cities Federation (WTCF), and shared Spain's successful experience of containing the pandemic and responding to changes in tourism market needs.

WTCF: Spain is a popular tourism destination around the world. Could you please tell us the current tourism development amidst the pandemic?

María Llinares: In 2019, Spain received 82 million foreign visits, and tourism accounted for 12% of our GDP. COVID-19 has dealt a serious blow to Spain's tourism. This summer witnessed a rebound in our domestic tourism, and the figures were encouraging, showing that it has recovered to the pre-pandemic level. But the number of foreign visitors is still less than half of the pre-pandemic level, since it's still quite difficult for tourists from faraway and major tourist source countries like Britain to visit Spain. But this also offers us a golden opportunity to stimulate tourism development. We are full of hope for inspiring tourism innovation and investment, and have formulated powerful plans. With the help of the EU Recovery Fund, we are sure to be able to solve the crisis.

WTCF: Due to COVID-19, great changes have taken place in people's tourism concepts, consumption patterns and travel methods. In this context, what new measures has Spain taken to deal with such changes?

María Llinares: I believe it's important to listen to tourists' opinions and their safety requirements. They now prefer different travel patterns represented by independent travel involving small groups. They prefer to getting close to nature and enjoying moments of quietness in more faraway destinations. The Spanish Tourism Authority and our tourism destinations will always try to meet the new needs and provide tourism products catering to such needs.

While ensuring safety, we are committed to providing quick and effective vaccination. More than 70% of our population have been vaccinated, and nearly 80% have got the first dose. 100% of those aged 80 or above have been cured, and the same is true for vulnerable social groups. This means that we almost have no serious cases when trying to live together with the virus. Hence, we are satisfied with the achievements in our health industry. Now, we are exploring new possibilities and adjusting our work to meet the new requirements of our tourists.

WTCF: For the sustainable development of global tourism in the post-pandemic era, how can countries strengthen cooperation for win-win outcomes?

María Llinares: Countries shall work together to promote the safe movement of people across borders, acknowledge each other’s vaccination efforts, and strengthen cooperation to ensure safe travel. We believe the key to promoting people’s safe movement is recognizing each other’s vaccine efficacy.

WTCF: “2021 WTCF Beijing Fragrant Hills Tourism Summit & World Conference on Tourism Cooperation and Development” has provided a platform for exchanges and experience sharing for countries to contribute to sustainable development of global tourism in the post-pandemic era. What do you think of the event?

María Llinares: It is rather appealing. The high-profile conference has attracted a number of influential figures. Hu Heping, Minister of Culture and Tourism of China, delivered a great speech at the opening ceremony. Secretary-General of the UN World Tourism Organization which is headquartered in Spain, and Mayor of Marbella (Spain), the representative city of New Members, both delivered speeches. Such discussions highlighted free expression, and research results on city tourism will help us a lot. I believe it’s quite meaningful to learn from cities that are able to adapt themselves to COVID-19 in a quick manner. In all, the event is a great success.