Speaking at Abta’s Travel Convention on Wednesday (13 October), Manuel Butler, UK director of the Spanish National Tourist Office, said Spain wanted to “refocus” its strategy and “put people at the centre of our system”.
“It’s not only about our clients but the local residents in destinations and the staff and suppliers who work in the industry – we have to consider maximising the benefits of all the stakeholders and not just shareholders,” he told delegates.
Butler rejoined Spain’s UK-based tourism office last month after serving in the same role from 1999 to 2004.
He said despite “a fruitful relationship” between the UK and Spain for many decades, the challenges of the Covid pandemic had seen tourism grow from “infancy to adulthood” bringing with it a greater responsibility to operate more sustainably.
“Business as usual is no longer an option. We have to think not just outside of the box – but beyond the box,” he said. “We need to be open to new ideas and explore uncharted waters.
“Building back better is crucial for Spain,” he added, explaining how the Spanish government was placing greater investment in sustainable and responsible tourism projects and emphasising the economic benefits of a strong tourism sector.
Butler said his team in the UK would “work with each segment” of the industry to “spread the geographical distribution of tourism” and showcase a wider breadth of tourism product available in Spain.
He said Spain wanted to work “shoulder to shoulder” with the UK to restore trust and confidence post-Covid – especially with travel agents who he said “have been the hardest hit” during the pandemic.
“We have to walk a long journey to achieve [sustainability plans] and we cannot do it alone. We need all of you as our travel industry partners. We know the transformative force [travel can be] and how it can give a better future for residents and tourists alike
“We must transform not what we do – because there is a great global benefit in cultural exchange – but we must transform how we do it.”
