According to the global tourism indicators released by the United Nations, the number of foreign tourists visiting Spain last year was 94 million, ranking second after France (approximately 100 million). This means that nearly twice the entire population (about 48 million, France has about 67 million) flocked to Spain in a single year.
According to the Organisation for Economic Co-operation and Development (OECD), during the same period, Spain's gross domestic product (GDP) grew by 3.2%, marking the highest growth rate in Europe. The unemployment rate, which soared to 26.2% in 2013, dropped to 12.3% last year. This contrasts with major European economies such as Germany (-0.2%), Italy (0.5%), and the United Kingdom (0.9%), which experienced economic contraction or low growth rates below 1%.
In Spain, the tourism industry accounts for as much as 13% of GDP (3.8% in our country as of 2023). While one can surmise that the increase in tourists contributed significantly to economic growth, merely increasing the number of tourists does not necessarily benefit the economy. A closer look at statistics related to Spain's tourism industry reveals a noticeable growth in qualitative aspects.
The total expenditure of foreign tourists visiting Spain last year amounted to 126 billion euros (about 199 trillion won), a 16.6% increase compared to the previous year (108 billion euros). This indicates that the increase in consumption was sharper than the growth rate in the number of tourists (10.5%). Consequently, the Spanish tourism industry is focusing on improving the quality of its products and diversifying its offerings.
There is no doubt that the sharp increase in the number of tourists has its drawbacks. However, unless borders are completely shut, it is desirable to adjust the growth direction of the tourism industry in a way that benefits the overall economy. Countries like Spain, where the tourism sector is significant, must inevitably do so. What has allowed Spain to contribute to economic growth through the quantitative and qualitative growth of its tourism industry? A recent meeting with Arantxa Calvera, the Administrator of the Catalonia Tourism Board, who visited Korea, provided some insight.
The population of the Catalonia autonomous region, located in the northeast of the Iberian Peninsula, is about 8 million. This region accounts for 20% of Spain's gross domestic product (GDP) and has the largest economy among Spain's 17 municipalities. Catalonia is famous as the homeland of genius artists such as Antoni Gaudí, Joan Miró, and Salvador Dalí. Pablo Casals, a renowned cellist and conductor, and world-famous tenor José Carreras are also from Catalonia. Following their works and life journeys is an essential part of a trip to Catalonia.
In Barcelona, Spain's largest port city and the capital of Catalonia, 70% of tourism revenue comes from Gaudí’s architectural sites and related tourist attractions. In a recent meeting with the reporter at the Catalonia Tourism Board's Korean office in Jung-gu, Seoul, Calvera, the Administrator, significantly mentioned the impact of the Mobile World Congress (MWC), the world's largest mobile communications exhibition.
He said, 'Over the past 20 years, Barcelona has established itself as Europe's tech hub using MWC as a lever. Compared to other major cities in Europe, the cost of living and rent is low, which has led tech companies to relocate here, attracting talent as well.' He added, 'I try to meet as many people as possible during the MWC event to promote the appeal of tourism in Catalonia. We will also strive to create synergies in a way that helps the economy going forward.'
The headquarters of the Global System for Mobile Communications (GSMA), the organizer of MWC, is located in London, England. MWC was not initially held in Barcelona. It was alternated among various European cities in the 1990s, held in Cannes, France for 10 years starting in 1996, and has been hosted in Barcelona since 2006. Given the economic impact, significant support for traffic, logistics, and accommodation infrastructure has made this possible. The MWC 2025, which concluded in Barcelona, Spain from March 3 to March 6 (local time), attracted 109,000 attendees from 205 countries, fully recovering to pre-pandemic levels.
Calvera, the Administrator, mentioned the impact of advanced technologies such as artificial intelligence (AI) and virtual and augmented reality (VR/AR) on the tourism industry, stating, 'In about six months, we will be able to incorporate direct translation technology to help tourists at major attractions in Catalonia overcome language barriers.' He humorously added, 'I should ask ChatGPT where to visit while I'm in Seoul.'
◇62 Michelin-starred restaurants in Catalonia
Catalonia has been listed as one of the world's gastronomic regions chosen by the International Gastronomic Culture Art Tourism Organization (IGCAT). Informing people about this was one of the main purposes of Calvera's visit to Korea. There are 62 Michelin-starred restaurants in Catalonia, with a total of 77 stars. There are more than 300 wineries specializing in wine tours, and 12 regions with protected designation of origin (DO). Additionally, there are 46 gourmet hotels that operate gastronomic and accommodation services.
He noted that about 30 years ago, chefs from Catalonia, including Carme Ruscalleda, influenced the global gastronomic culture, widely promoting Catalan cuisine worldwide, adding, 'Innovative food is also part of Catalonia's new tradition. I hope you enjoy not only traditional Catalan food but also the high-quality cuisine presented by Catalan chefs from various countries.'
Catalonia consists of four regions: Barcelona, Lleida, Girona, and Tarragona. Except for Barcelona, the remaining regions are still unfamiliar names to domestic tourists. To experience the diverse attractions of Catalonia, Administrator Calvera recommended the 'Catalonia Grand Tour.' This circular road trip covers a total of 1,496 kilometers, starting and ending in Barcelona. It is divided into five sections and is designed to allow travelers to experience nature, cultural heritage, and gastronomy all at once. Various programs, including cooking workshops, visits to UNESCO-designated churches, and tours of wine and cheese production areas, will take place during the trip.
In response to concerns from reporters regarding the issue of overtourism due to the surge in tourists, he stated that the Catalonia Tourism Board is focusing on 'regenerative tourism,' which contributes to the local economy and makes it a better place, beyond sustainable tourism that minimizes damage. He pointed out MICE (Meetings, Incentives, Conventions, and Exhibitions) as a prominent example.
Known as 'the industry without smokestacks,' MICE generates an annual value of over $1.1 trillion (about 1,505 trillion won) for the global economy. The amount spent by MICE visitors is approximately three times higher than that of regular leisure and tourism travelers, and it is known to have significant economic ripple effects, including job creation.
According to the International Congress and Convention Association (ICCA), as of 2022, Spain is the second country with the most international events hosted, following the United States. It hosts over 1,000 international meetings and the like every year.