Rosario Sánchez: 45 percent of Spain’s Tourism 2030 Strategy already under way - Get updated on what's happening in tourism!

Rosario Sánchez, Spain’s Secretary of State for Tourism, appeared voluntarily before the Industry and Tourism Committee of the Spanish Congress of Deputies to present the Spain Tourism 2030 Strategy. She described the initiative as “a clear roadmap for the coming years with a central priority: the well-being of the country, supported by concrete, negotiated and carefully developed measures aimed at strengthening Spain’s tourism industry.”

The strategy, which was approved in October 2025, is already advancing rapidly. According to Sánchez, 45% of the instruments included in the plan are currently under way, representing 67 of the 148 measures defined in the strategy.

For Sánchez, the document sets a clear direction: “to remain the best destination in the world to visit while still being the best place in the world to live.” Achieving this requires, she explained, placing tourism “at the service of the country” and recognising residents as a fundamental part of the tourism ecosystem. Their well-being is positioned at the centre of the strategy, reflecting the principle that “a good place to visit must also be a good place to live.”

Tourism success measured by quality of life

Sánchez emphasised that the criteria for tourism leadership are evolving. “Today we measure the success of tourism by its contribution to quality of life across our territories; by the ability to guarantee coexistence between residents and visitors; by the opportunities and rights we can offer to workers; and by the role tourism plays in preserving the territory and advancing climate objectives that support the energy transition,” she explained.

This approach reflects a model of triple sustainability — economic, social and environmental — designed to attract higher value tourism, promote innovation and ensure that the benefits of the sector reach both workers and local communities.

The strategy also builds on the experience gained through the implementation of the €3.4 billion Recovery, Transformation and Resilience Plan. Sánchez highlighted that “never before has so much been invested in transforming tourism, and never before have these resources reached so widely across the sector.”

A cross-government strategy

The Spain Tourism 2030 Strategy adopts a cross-cutting approach and, for the first time, involves the entire Spanish government. This marks a milestone in the country’s tourism policy.

The strategy was developed through broad institutional cooperation and consultation, bringing together public authorities, private sector stakeholders and civil society. More than 300 organisations were contacted during the process, and over 200 participants contributed to working groups and consultation forums.

“Rather than taking a passive position, the Spanish government has chosen to exercise leadership,” Sánchez said, with the aim of anticipating change, guiding the sector and positioning Spain at the forefront of sustainable, innovative and high-quality tourism.

To achieve these objectives, the strategy outlines concrete measures aimed at tourism destinations, businesses, talent and workforce development, residents and visitors. It also includes monitoring and evaluation mechanisms designed to track the implementation of the measures and assess their impact over time.

Image Credit: © Government of Spain. Ministry of industry and tourism