High-impact tourism or luxury tourism, is one of the sectors that are sometimes not so hit by crises, it has proven to be much more resistant, and this has been seen with this covid-19 pandemic. In this market countries such as France, Italy and the United Kingdom are on the top. Spain is relegated to seventh place. While traditional tourism suffered a 60% decrease in 2020 compared to 2019, luxury tourism only fell by 36%. For this reason, both the tourism and luxury sectors consider that it is necessary to start climbing positions in this area as soon as possible.
Spain is seeking to expand its market in the high-end sector, as stated by the Secretary of Tourism, Fernando Valdez: “Spain has a margin of growth and improvement when it comes to attracting high-end tourists. spectrum. This was indicated this Tuesday in the presentation of the report by Boston Consulting Group and Círculo Fortuny Challenges and trends. We are a country that offers a very wide tourist offer during the 12 months of the year and throughout the territory, but we have to be able to tell about it in foreign markets, both in Europe and in long-haul markets ”, he explained.
For the government representative, there are two major challenges and trends that Spain should target: The diversity of the tourist reserve and the seasonal adjustment. In this sense, he pointed out that the government is launching a plan for modernization and competitiveness of the tourism sector financed thanks to European funds that will provide answers to both questions. “Now that we have begun to recover mobility, we have to place ourselves in a priority place and bet on a quality tourist profile that is sustainable, that does not degrade the territory, that cares for and respects the environment in which it has that experience and whose profitability defines the bet we want in the future for the well-being of society as a whole ”, he stressed.
According to data from the Spanish government report, the “High Impact” tourist profile spends approximately 35,000 euros on their tourist stays. Your stay would reach a minimum amount of 1,000 euros per night in a room for two, in food a minimum of 700 euros, and an approximate amount of 1,500 euros in purchases per person during your stay. For his part, the General Director of Boston Consulting Group indicates that one of the factors to take into account to prop up this high-end market is to identify which are the variables that motivate this select group of tourists to lean more towards one type of tourism. accommodation over another. Once these variables have been identified, you will be able to compete with other accommodations.
According to investigated information, one of the countries from which this high-impact market originates, or of these high-end tourists, is China, which has become the number 1 issuing market since it concentrates 39% of these consumers. “Any future growth plan has to consider the Chinese market as a key element,” said Ramos.
For their part, both government representatives indicate that one of the essential elements to be able to penetrate a market like this is the use of new technology to connect with tourists: “The Asian tourist, for example, is consolidating itself as a hyperconnected tourist through technological dimensions that have little to do with some of the digital channels that we are using in Europe and we have to adapt this offer ”, he indicated.
Modernizing and adapting to new contactless technologies seems to be the only way to enter the high-impact market, and also to be able to stay afloat in the tourism market in general, a sector that is increasingly marked by millennial generations. In fact, 50% of this tourism worldwide in 2025 will be in your hands, according to the aforementioned report.
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