Luis Martínez Abad: Culture will be at the heart of Cantabria’s proposal at FITUR 2027
Cantabria welcomed more than 850,000 visitors in the first six months of this year. “But the importance of tourism goes far beyond these figures,” affirms Luis Martínez Abad, the regional government’s Minister for Culture, Tourism and Sport, who also outlines his expectations ahead of FITUR 2027. “Culture will be at the heart of our proposal at the trade fair, in line with the introduction of new museum spaces that are set to mark a turning point for Cantabria, with cultural tourism at the forefront.”
What does tourism mean for Cantabria, and how does it contribute to the region’s development?
The tourism industry is of great importance to Cantabria; it is a key driver of the economy, accounting for 12.2% of our autonomous community’s GDP, with an economic impact of 2.16 billion euros and generating around 33,000 jobs. We have already exceeded 850,000 visitors in the first six months of this year, but the importance of tourism goes far beyond these figures.
This industry helps to keep our villages alive, to create employment opportunities and to showcase our natural, cultural and heritage resources. In a small autonomous community such as ours, tourism has a powerful cross-cutting and multiplier effect: visitors generate activity and wealth in sectors that extend far beyond the tourism industry.
And that is precisely why we don’t want to measure the success of tourism solely in terms of visitor numbers. Our aim is to reduce seasonality and decentralise tourist flows, so that tourism generates ever-increasing value and contributes to the sustainable development of the region.
What tourist attractions does your community have, and which ones will you be promoting even further?
Our tourism slogan claims that Cantabria is ‘Infinite’, and indeed we have an enormous variety of attractions: the coast, the mountains, diverse landscapes, gastronomy and a very strong range of active tourism options.
But 2027 is set to be the year of culture. Cantabria is adding new, major cultural centres such as the recently opened Faro Santander; the new building housing the Museum of Prehistory and Archaeology of Cantabria; the Reina Sofia Associated Centre - Lafuente Archive in Santander; and La Lechera in Torrelavega, which is also set to open its doors. These projects will enhance and consolidate a cultural offering that is already excellent, with world-class attractions such as Altamira, the Botín Centre and Gaudí’s Capricho, to name but a few.
Culture will play a particularly prominent role, but our aim is for anyone visiting Cantabria to be inspired to explore the region and to return at another time of year because they’ve been left wanting more.
What new opportunities does technology offer the tourism industry in Cantabria?
Technology offers us a huge opportunity to improve the visitor experience and also to make our tourism businesses more competitive. Travellers can easily access information, explore and discover lesser-known resources, while businesses can improve their services and optimise their processes.
And for us, the Administration, technology enables us to access more information so that we can plan more effectively, manage visitor flows and the capacity of specific areas, and make more informed decisions.
Technology can help us, but the hospitality, authenticity and experience we offer will continue to be fundamental and distinctive features of our tourism model.
What experiences do travellers appreciate most of all?
Travellers increasingly value authentic experiences that are linked to the local area and the characteristics that make it unique. There is also a growing awareness of sustainability and of destinations that offer high-quality experiences away from the crowds. Cantabria fits this trend perfectly.
We are able to offer experiences linked to our landscapes, our cuisine and our culture throughout the region and at any time of year.
Another trend that has been identified is travelling outside the traditional holiday periods. Therein lies one of our greatest challenges and, at the same time, a great opportunity. We want visitors to discover that each season reveals a different, yet always fascinating, side to Cantabria: nature and outdoor activities in spring and autumn, the coast and beaches in summer, and heritage, gastronomy, snow and wellness during the winter months.
What does FITUR mean for Cantabria?
FITUR is an essential showcase for promoting Cantabria’s image as a destination. It is a great professional networking event and an opportunity to showcase our latest developments, generate business opportunities, build contacts and raise the profile of our region’s tourism industry.
Culture will be at the heart of our proposal at FITUR 2027, in line with the introduction of new museum spaces that are set to mark a turning point for Cantabria, with cultural tourism at the forefront.
The exhibition space will have a distinctly museum-like character, with a design inspired by the new museums – Faro Santander, MUPAC, Reina Sofía Museum-Lafuente Archive and La Lechera – which will be combined with an interpretation of our forests.
At FITUR 2027, we want to showcase this new chapter for Cantabria and ensure that this transformation is reflected on our stand. We have also been receiving awards for the best institutional stand and the most sustainable stand, and this year we are continuing to work hard and with enthusiasm to create a space worthy of a trade fair that is a global benchmark for the tourism industry.