Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

Spain is redoubling its efforts to push its tourist appeal beyond the familiar “sun and sand and coast” model as it prepares for another record-breaking year in which the number of foreign visitors could reach 100 million for the first time, the country’s tourism minister has said. Speaking to the Guardian, Jordi Hereu rejected suggestions that Spain was now saturated with tourists but said it had become clear that the “old formulas no longer work”, especially amid growing concerns about overtourism and the effects of the climate emergency. Hereu, the minister of industry and tourism, said the steady growth in tourist numbers – which could be further boosted this summer by uncertainty over Middle Eastern destinations after the US and Israel’s war on Iran – could be managed sustainably and responsibly. Last year, the number of foreign tourists rose by 3.2% to 96.8 million, while the value of their spending grew by 6.8% to hit €134bn (£116bn). Figures from the first quarter of this year show tourist numbers up by 3.4% and revenue up by 6.7%. People visit the windmills in Mota del Cuervo, Cuenca province, Castilla-La Mancha, made famous by Miguel de Cervantes in Don Quixote. Photograph: Maria Galan/Alamy “With that growth, we could reach 100 million,” Hereu said. “But I’d like to point out that that doesn’t worry us or obsess us … [We favour] what I call calm growth – in other words, growth that can be easily managed. …