Back to Spain campaign


For Spain, the dependence on mass tourism has been growing for decades.

The share of tourism in total economic output has continued to grow in a post-industrial era for the country as successive governments have opted for tourism as the driving force of the economy.

Now tourism is faltering, and the Spanish government has spent €38 million for a campaign to present the country internationally as a safe holiday destination. But business is slow.

The dependence on tourism is a dilemma for Spain. The problem is not the industry itself, but the lack of alternatives to it. The country hopes to receive grants and loans from the EU for digital and ecological conversion.

Authorities in Spain’s Canary Islands offer free travel insurance that ensures travellers who chose the Atlantic archipelago that they will have all their expenses paid in case that they get infected by the COVID-19,during their stay. The travel insurance for visitors covers medical, quarantine and repatriation costs.

The Canary Island’s Department of Tourism has a partnership with French insurer AXA. The joint initiative offers national and international visitors cover on all medical and health expenses should they test positive for COVID-19 during their stay on the islands in an effort to restore the dwindling tourist numbers.

Tourism is one of the most important economic sectors for the Canary Islands, providing jobs and livelihoods and supporting many local businesses. On a recent visit UNWTO said: “Health and safety, including the state of healthcare systems, are key elements for all destinations. This needs to be reflected in their marketing and communications strategies, both now as tourism restarts and into the future as the sector recovers. Tourism has proven its resilience and its unique ability to drive the recovery and development of societies and it will do so again, and this time sustainability and innovation must be front and centre.”

UNWTO officials visited each of the eight islands of the Canarian Archipelago to see the safety protocols put in place to maximize security and safety.

Spanish authorities have re-launched the official tourism portal as the country reopens its borders. The revamp helps the return of visitors to Spain and is part of a post-Covid-19 tourism strategy. The website includes a new tourism campaign ‘Back to Spain’. Designed to encourage travellers back to the country, it features a series of videos and digital advertisements that will be showcased in key tourism markets.

In the planning to relaunch, the portal carried out user studies and surveys in 16 countries to analyse the requirements of international visitors, why they visit tourism websites and what type of information they needed.

The website is available in nine languages and has been fully integrated with all major social networks to allow users to share their experiences, suggestions and own travel moments when visiting the destination.

The website still does not promote medical tourism or health tourism. The medical promotion website Spaincares has not been updated since the start of the pandemic.



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