Julia Simpson: «The pandemic changed the traveler’s mentality, but it did not reduce their enthusiasm for discovering the world»

However, tourism is a currency, and as such, it has two faces. The darkest, the one that is not so pleasant, is occupied by concepts such as overcrowding, tourist apartments or the newly coined “tourismphobia.” Tourism is an inexhaustible source of resources, but it brings with it drawbacks.

Julia Simpson knows these phenomena firsthand. After more than 14 years in the aviation sector, holding positions on the Board of British Airways and Iberiaand with experience as a personal advisor to the Prime Minister of the United Kingdom as well as numerous high-profile public positions, she ventured into the tourism sector.

As CEO and president of World Travel and Tourism Council (WTTC)believes in the power of travel to transform small stories, people’s lives. However, travel can also have a large-scale impact, both to do grow economies as for protect the planet. ABC talks to her about the future of tourism, massification and the newly coined tourismphobia, and we try to discover what makes Spain so special.

—Spain has registered a new record for international tourists in 2024: 94 million visitors throughout the year. Is our country experiencing a ‘golden era’ in tourism? Are the institutions taking advantage as they should?

Without a doubt, Spain is experiencing an extraordinary period in tourism, with annual records that highlight its global position. Our analysis shows how the country has surpassed 2019 levels, being one of the strongest destinations worldwide.

Joint work between institutions and the private sector has been key. Looking towards the next decade, tourism will be able to contribute almost 17% to Spanish GDP and create 3.8 million jobs. Spain is on a solid trajectory with enormous potential ahead.

—In recent years, institutions have placed a lot of emphasis on promoting the “Spain brand.” Aspects such as climate, food, people and culture make up this brand, which encompasses the spirit of the country. What image does Spain evoke in international tourists, which makes it so attractive?

Spain is synonymous with culture, gastronomy, history and unique landscapes, a combination that few countries can match. The promotion of the “Spain brand” has enhanced this wealth, along with the solid infrastructure for meeting and business tourism. Hospitality, Diversity of experiences and connectivity have turned the country into a global benchmark, attracting both leisure and corporate travelers.

—Countries like France and Italy give great importance to their artistic and historical heritage, sometimes giving their capitals their own identity, which makes them favorite destinations for tourists. Although Madrid is not as monumental as Paris or Rome, what makes it so special in the eyes of foreign tourists?

Madrid is vibrant, welcoming and unique. Tourists find an unforgettable mix in its culture, gastronomy and artistic offering. Its connectivity and ease of moving around make it a perfect center for exploring the country.

According to ForwardKeys, international reservations to Madrid have grown by 7% this year. This shows that the city offers much more than a simple destination, it is an authentic and exciting experience.

—As a result of the pandemic, citizens’ habits have changed in all aspects. But how has it affected tourism? Has the way we travel changed?

The pandemic transformed the traveler’s mentality, but it did not reduce their enthusiasm for discovering the world. We see more interest in natural, less crowded destinations, and a preference for trips with purpose.

In addition, technological innovations such as digital passports and biometric data were accelerated, making travel safer and more efficient. In the end, travel is not a luxury, it is an essential part of our happiness and personal development.

—From the Spanish institutions, even from the central Government, a movement is underway to limit, and even prohibit, tourist apartments. How will this affect tourism in our country?

At WTTC we reiterate that the key is well-thought-out regulation: protecting housing, respecting neighborhoods and ensuring that tourism benefits everyone.

Short-term rentals have made travel more accessible, making it more affordable and accessible. In addition, this type of accommodation also helps to disperse tourist flows. As I said before, there has to be a conversation that involves all parties. Platforms like Airbnb have a role to play here, and working collaboratively is the way forward.

—What do you think of the movement, so booming these days in big cities, that raises the message “tourists go home”? Already in July there was a demonstration in Barcelona, ​​in which locals even threw water at tourists? Do you think the preeminence of tourism is driving locals out of their own cities?

A lack of regulation can alienate residents. We have to make sure they feel part of the story, not extras in their own movie. It is important to integrate and empower the community, involve locals in conversations with the public and private sectors, and demonstrate the benefits that the sector represents and that directly impact the quality of life of its residents.

—So many tourists come to Spain that everything seems to indicate that many more records cannot be broken. Is it time for institutions to set a limit to prevent overcrowding?

This phenomenon, which we call “massification”, is not simply a problem for Travel and Tourism. It is not about limiting, but about managing better. By spreading tourists across lesser-known stations and destinations, we can relieve pressure on popular hotspots.

Tourism is a positive force that drives local economies and transforms communities; managing it correctly is the key to maximizing those benefits.

—Looking to the future, should Spain prioritize the quality of the tourist offer instead of boosting the number of tourists who come to our country?

The key is not quality versus quantity, but a balanced combination. Technology, data and marketing help us better understand tourist flows and manage them effectively. We can also encourage seasonality and dispersion to avoid saturation in high seasons.

Looking towards 2034, tourism could contribute up to 17% to Spanish GDP. By taking advantage of strategic opportunities, we can turn this growth into a sustainable model that benefits everyone.