Arturo Bernal (Junta de Andalucía): FITUR is our global showcase for tourism events

He affirms that FITUR is "our global showcase for tourism events, and allows us to project our promotional image, now based on the 'Andalusian Crush' campaign, to the media, operators from all over the world and the end public". 

How did the tourism sector evolve in Andalusia in 2024 and what are your forecasts for 2025?

2024 was a record-breaking year for tourism in Andalusia, with 36.2 million visitors and an increase of 5.5% compared to the previous year, 2023. But what is particularly relevant is the economic impact, which amounted to 28.6 billion euros, representing a nominal growth of 13.3%; and the boost to employment, as this industry reached an average of 438,700 employees. This data confirms that the strategy of attracting a higher spend traveller is working.

For 2025, we set ourselves the objective of maintaining the line of growth of the economic impact of the sector in the region and boosting employment, so that the tourism industry continues to consolidate itself as a generator of benefits for its own people through a socially, economically and environmentally sustainable model.

Can you summarise the main strategic actions covered in the META 2027 Plan?

The General Plan of Sustainable Tourism META 2027 sets out the roadmap for the development of the new Andalusian tourism model, articulated along six lines. On the one hand, a new model of participatory governance, comprehensive sustainability management and integrated competitiveness based on training and innovation. In addition, we base ourselves on quality as a transverse axis, with clear deseasonalisation strategies in order to distribute tourist flows throughout the year and the development of high impact marketing under the brand 'Andalusian Crush'.

How can sustainability and territorial cohesion improve the competitiveness of Andalusia as a destination?

Being competitive in today's tourism market means being sustainable and equitable and, to this end, data analysis is essential. Andalusia is an international leader in the measurement of sustainability, through common indicators that already guide our public policies and allow us to measure our environmental footprint, local economic return and citizen and traveller satisfaction, in order to make the right decisions and correct deviations in real time.

In addition, the META Plan itself sets the objective of achieving a more homogeneous territorial and seasonal distribution of tourist flows.   Thus, we promote programmes that encourage traveller mobility during their stay in the community and that promote the offer throughout the year in areas with fewer visitors, so that the tourist benefit reaches the eight provinces during all seasons.

What can innovation and technology contribute to the deseasonalisation of the Andalusian tourism sector? 

Since tourism is by definition a seasonal activity, the seasonal distribution of travellers and the targeting of niche audiences outside of peak periods, as they are not traditional holiday seasons, is gained through data intelligence. We work with businesses and destinations in the community on innovative strategies to identify niche demand in the low season and launch tailor-made products.

We are also integrating AI, flow monitoring and predictive marketing to target 'surgical' campaigns to markets and potential customers travelling outside of the summer, who need to be offered a compelling proposition and differentiation to stand out from the competition at times of lower global demand.

How does Andalusia's participation in FITUR contribute to the promotion and development of tourism in this community?

FITUR is our global showcase for tourism events. In 2025 we transformed the Andalusian space into a 7,000 square metre experiential hall that hosted 240 companies, four times more than in 2023, and facilitated 6,760 business meetings, a 12% year-on-year increase.

More than 60% of the professionals at the trade fair passed through our space and contributed to boosting the marketing of our destination, positioning us to attract new air routes and establishing the foundations for tourism innovation projects and sustainability agreements that subsequently translate into employment and wealth in Andalusia.

In addition, FITUR allows us to project our promotional image, now based on the 'Andalusian Crush' campaign, to the media, operators from all over the world and the end public, reaffirming Andalusia's positioning as an innovative, sustainable and diverse destination that is in line with the expectations of today's traveller