SPAIN TALKS in STOCKHOLM

What a honor to moderate this event. This is (some of) my conclusions

Spain’s tourism is focusing much more on sustainability than I realized. It is smart and brave of Tourspain to host this. Thank you Milagros Montes for giving me the opportunity to learn so much about Spain!

Strategic marketing to shift the perception of Nordic travelers is necessary. Tom Hall from Lonely Planet explained very well why Spain is Best in travel in Sustainability

To understand the residents’ attitudes is crucial to develop tourism in a sustainable way. I am excited about the results Julio Lopez Astor will share in January.

We need responsible tour operators and I think we have evidence that it is a task they take very seriously. Thanks to Claes Pellvik and Rebecka Malm for your work.

No matter how responsible tour operators we have, the fact remains that the destinations and policymakers hold the main responsibility, and have the power, to manage tourism in a sustainable way. Tourspain, VISIT VALÈNCIA and Turismo de Gran Canaria – your work is key to success.

Spain is best in accessibility, thanks to Sanna Kalmari for showing how.

There are plenty of good examples of sustainability efforts all over both Spain and the Nordics. Big thanks to Kristoffer Gustavsen from Norwegian, David Martin from Renfe, Anna Martinez from Visit Hornborgarsjön and Eva Fernandez from Visit Valencia for leading the way.

In the end when it comes to sustainability the question we need to ask our self: What portion of our income are we prepared to sacrifice for sustainability? That is a relevant questions for everyone, big and small companies and destinations, both at the regional and national levels.

What’s your perception, thoughts and wonderings about Spain and sustainability? Lets continue the talk!