Riyadh, Saudi Arabia. As part of TOURISE 2025, the Saudi capital is consolidating itself as the epicenter of a global dialogue on the future of tourism. In this international setting, which brings together ministers, business leaders, and industry experts, Miguel Sanz, Director General of Turespaña, spoke with ABC MUNDIAL about Spain’s role as a tourism powerhouse, the challenges of innovation, and the impact of artificial intelligence on the industry.

“Spain is a tourism success story,” Sanz said. “It’s the story of how an industry can contribute to the economic and social development of an entire country.” He emphasized that Spain is currently experiencing an “excellent moment for tourism,” with strong indicators reflecting growth in revenue, employment generation, and labor quality in the sector.

A Leading and Sustainable Destination

Spain continues to position itself among the world’s most visited destinations. In 2024, it welcomed 94 million international tourists, and this year it is expected to reach between 97 and 98 million. “These are very significant numbers, but what is most important is that behind them are more than three million people working in tourism,” Sanz highlighted. He also noted a reduction in seasonal employment and sustained growth in the sector’s revenue.

Turespaña is also promoting a new international campaign under the slogan “Thinking of Spain, Think Again”, aiming to showcase lesser-known corners of the country. “We want to reveal the rest of Spain, that diverse and surprising country that many visitors have yet to discover,” he explained.

Keys to the Spanish Model

Sanz attributes Spain’s tourism success to several factors: “Our country has unparalleled historical, artistic, and natural heritage, but it also has a society that has embraced tourism as a driver of development.” He highlighted the role of industry professionals and the commitment of entrepreneurs to innovation and creating high-value-added tourism products.

The Director General of Turespaña also emphasized the role of public policies in consolidating the model. “In every city and town in Spain, there is a public tourism official. This structure facilitates a very strong partnership between the public and private sectors, allowing tourism to become a real tool for transformation at both local and national levels,” he noted.

Artificial Intelligence and the Future of Travel

Asked about the impact of artificial intelligence (AI) on the industry, Sanz expressed optimism. “AI will be a disruptive tool not only for tourism but for the entire economy and our daily lives,” he stated. According to him, technology will simplify processes and improve travelers’ experiences.

“Artificial intelligence will facilitate the distribution of tourism products and experiences, helping users find what they are looking for quickly and easily,” he explained. He also highlighted that this tool could automatically coordinate aspects such as flights, accommodation, transport, and activities, “eliminating bureaucracy and allowing travelers to focus on what matters most: enjoying their experience.”

Sharing Tourism Knowledge

Sanz concluded by highlighting Spain’s willingness to share its expertise with other destinations: “We are delighted to share our knowledge and our tourism management model because we believe it is everyone’s responsibility to ensure this industry is sustainable and future-oriented at a global level.”

In the context of TOURISE 2025, his message resonates as an invitation to strengthen international cooperation and consolidate tourism as a true engine of economic, social, and human development.