Spain expects a record 100 million international visitors this year. At the same time, the country wants its tourism to grow in a more sustainable way. A Spanish tourism official presented the new direction at a travel fair in Dubai. The plan, called Tourism 2030, puts people and sustainability at its heart. Local residents and the country's less-visited places are among its key priorities.
More than 200 experts, businesses, and organizations helped develop the strategy. It recognizes that different parts of the country face very different challenges. Busy coastal resorts and cities such as Barcelona need relief from heavy crowds. Meanwhile, rural and inland areas hope to attract many more travelers. Spain welcomed 96.8 million international tourists last year, the world's second-highest number.