Andalusia’s second vice-president and regional minister for Tourism, Justice, Deregulation and Local Administration, Manuel Gavira, met with business leaders from the Marbella Tourism Initiatives Centre (CIT). He discussed challenges facing Andalusian tourism, business profitability and the distribution of tourism activity among destinations and municipalities.
In a presentation titled “Governing Tourism Success: Andalusia at a New Stage,” Gavira said tourism revenue in Andalusia in 2025 was forecast at about €29.3 billion, with a total economic impact of around €36.5 billion, including direct and indirect effects. The figures come from annual estimates updated using the Andalusia Tourism Satellite Account (CSTA) 2021, prepared jointly by the regional Tourism Ministry and the Andalusian Institute of Statistics and Cartography (IECA), and published in June 2026.
Gavira argued for supporting business activity through faster administrative procedures, proportionate regulation and legal certainty. He also recognised the contribution of business owners, self-employed people and workers to the development of tourism in Andalusia. “The administration is there to make their work easier, not to put obstacles in their way,” he said.
### More value and a distinct identity
Gavira said visitor numbers alone were not enough to assess the sector’s performance. In his view, spending, profitability, employment, seasonality and the geographic distribution of activity should also be considered, alongside residents’ quality of life.
He highlighted history, heritage, food and traditions as features that distinguish Andalusian destinations. He also pointed to tourism-related activities connected with bullfighting, hunting and fishing, as well as the preservation of historic centres and cultural heritage. “We want Andalusia to remain as it is, so that it continues to be a point of reference. People visit us for who we are,” he said.
The minister said tourism promotion could strengthen each area’s identity and support a diversified offer suited to different types of visitors.
### Coordination and measurable results
Gavira called for closer coordination between public administrations and businesses, as well as assessment of the impact of promotional campaigns and major events. He proposed making use of connectivity and events to extend the season and encourage visitors to discover Andalusia’s interior and its small businesses.
He concluded by stressing the importance of aligning public action with the needs of businesses, workers and residents to maintain the quality of tourism destinations.