The United Nations, representing UNWTO, noted that despite ongoing challenges, international tourism is showing a steady recovery, with bright prospects for 2024, and stressed the need for sustainability and adaptability in the tourism industry.
According to the UNWTO World Tourism Indicators, international tourism is expected to perform strongly in 2023 and fully recover to pre-pandemic levels by the end of 2024.
Regional performance in 2023:
The Middle East led the recovery, remaining 22% above pre-pandemic levels. Europe reached 94%, supported by domestic demand and travel from the US. Africa recovered 96% and the Americas 90%. Asia-Pacific reached 65%, with variations across sub-regions such as South Asia (87%) and North-East Asia (55%).
Economic impact in 2023:
International tourism receipts: US$1.4 trillion, accounting for 93% in 2019. Total tourism export receipts: US$1.6 trillion, almost 95% in 2019. Contribution to world GDP: US$3.3 trillion (3% of world GDP).
Outlook for 2024
A full recovery to pre-pandemic levels is expected in 2024, growing 2% compared to 2019. Moreover, according to a UNWTO survey, 67% of tourism industry experts expect the outlook for 2024 to improve.
In summary, the priorities for the sector at global level for 2024 are investment, training, empowerment and sustainability.
Tourism in Spain
In 2023, Spain will reach a record of 85 million tourists, but we will be very careful because some destinations are “threatened” to become extinct due to the abnormal overcrowding in recent years and the beginning of social rejection. However, tourist spending will soar by more than 17% to 108 billion euros.
However, overcrowding, lack of diversity and seasonality are triple obstacles for our country and the wish list for our tourism industry includes offering quality value-added products targeted at tourists with high purchasing power and growth that is not solely dependent on the number of tourists.
Artificial intelligence technologies will increasingly be necessary for personalized, multi-experiences and will transform the tourism industry. Tourism builds bridges of communication and understanding, and technology will play a key role in fulfilling these desires and addressing the challenges.
Digitalization of Tourism
Spain’s tourism industry is undergoing rapid digitalisation to improve traveller experience, and the economic recovery driven by Next Generation EU funds has allowed companies to adapt and accelerate the digitalisation process.
Economic impact and resilience of the tourism sector through technology:
We will revitalize the sector by strengthening communication with tourists through digital channels and focusing on implementing sustainable policies.
Digitalizing Hotels: Enhance guest experience by meeting their digital demands. From digital check-in reservations to digital keys, the industry is looking to incorporate artificial intelligence to respond to guest needs in real time. Integration is key to connecting facilities and services and transforming guest experience from hotel networks.
Digital transformation in air travel: Security and travel experience are top priorities, and new technologies like Bob.io offer contactless solutions to automate baggage handling, reduce congestion, and improve passenger health and safety.
Generative artificial intelligence for personalizing tourism services. The power of information, data analysis and personalization has multiplied. This redefines the role of the travel agent to a personalized advisor and emphasizes the importance of tailoring services to diverse demands.
Destination management must evolve to adapt to the diverse demands of different generations of tourists. Sustainability has become a transcendental issue, calling for mixed models and multi-destination experiences as more sustainable alternatives. In other words, the digitalization of tourism in Spain is a continuous process driven by the need to adapt to the changing demands of tourists and new generations. The efficient integration of emerging technologies, personalization of the offer and sustainability are essential for the future of the sector, transforming it towards smarter and more customized tourism.
Digital transformation in tourism destinations: success stories
Discover how three Spanish destinations have shone in their digital transformation, leading the way in tourism information and establishing themselves as benchmarks: Murcia, Benidorm and Málaga are leading the way in digitalisation, sustainability and revitalisation of the sector.
Murcia: a pioneer in tourist information
The Region of Murcia, with 12 destinations that are members of the National Network of Smart Tourism Destinations (DTI), has been leading the development of a tourism information system. Through public-private partnerships, Murcia has positioned itself as a smart tourism destination based on five strategic pillars: sustainability, innovation, technology, accessibility and governance.
Innovation and technology are driven by the macro project “Mimurcia”, linked to the Smart City strategy. With a focus on geolocation, tourist flow analysis and big data tools, Murcia DTI promises a smart experience with a particular focus on citizen participation through social networks.
Sustainability is key and a Tourism Sustainability Observatory has been established, addressing environmental and socio-cultural issues in order to safeguard Murcia’s natural and cultural heritage.
Benidorm: sustainability and efficiency in action
Benidorm stands out as a sustainable jewel of the Costa Blanca and was recognized as a sustainable city at COP25. With 32.16% green space and innovative projects such as “Verde Benidorm” and “Benidorm Vision 230”, the city efficiently integrates water management, soft mobility and carbon footprint reduction with its digital transformation.
“Benidorm, a Smart and Sustainable Tourism Destination” aims to improve its competitiveness, quality of life and tourism status. With goals such as managing the water quality of its beaches and promoting its cultural heritage, Benidorm stands out for its holistic approach to sustainability.
Málaga: the benchmark for Europe’s Silicon Valley in smart cities
Forbes magazine has rated Málaga one of the best cities in the world. It has evolved from a sun and sand destination to a benchmark in sustainability, innovation and culture. Málaga’s focus on health protocols, sustainability and cultural promotion is reflected in initiatives such as hackathons and the creation of its own Silicon Valley, attracting technology companies from all over the world.
One of the most promising smart cities, the Andalusian capital Málaga stands out in the Smart Cities Spain 2023 index. Its technology park, Málaga Techpark, is a major contributor to Málaga’s GDP and employment, and has solidified its position as Google’s European Security Engineering Centre.
