Por Redaccion 
The Minister of Tourism and Andalusia Exterior, Arturo Bernal, has announced the upcoming launch of what will be the first social sustainability campaign for tourism, as part of an awareness strategy around this industry that aims to reconcile the quality of life of residents in the region with sustainable development of this essential activity for the community.
Bernal has pointed out that the action falls within the efforts of the Andalusian government «to promote a sustainable, balanced, and respectful tourism model that meets the demands of society, addressing the challenges that arise to strengthen both the destination and the social fabric.»
In this sense, he has recalled the start of the processing of the Preliminary Draft Law on Sustainable Tourism in Andalusia, which will focus on the organization, planning, and promotion of sustainable tourism in its three aspects (environmental, economic, and social).
The law will serve as a guide for the tourism model that seeks to respect the identity of the destination Andalusia, protect its heritage, and generate opportunities from sustainability, also consolidating the sector as a key player for the economy and job creation in the community.
He has also emphasized the recent launch of the Observatory for Local Tourism Sustainability in Andalusia, a pioneering and reference tool in municipal management in the face of tourism challenges, whose indicators will allow destinations to «make informed decisions, design effective policies, and anticipate challenges.»
These initiatives will be complemented by the currently tendered action, which will be carried out through the Public Company for Tourism and Sports of Andalusia and will aim to «promote respect and dialogue about tourism, integrating listening to residents with their enhancement as part of the Andalusian identity.»
Therefore, it is about «balancing sustainable tourism and citizen demands, highlighting the positive contribution of this activity and harmonizing it with the concerns of part of society to promote coexistence, reinforce the destination, and ensure a positive impact that benefits the entire community.»
In this sense, he has stated that the action aims to «reconnect Andalusians with tourism as a essential part of their identity and development, showing that this economic activity is a vital component of the social and cultural fabric of Andalusia.»
The objectives include highlighting the strength of the tourism industry and the decisive role of Andalusian citizens in making the region one of the most desired destinations in the world, and, on the other hand, conveying to visitors that Andalusia expects to receive the best from them during their stay, as the best way to enjoy the region is to experience its culture in harmony with the residents.
In this regard, it will be emphasized that some of the best assets that differentiate the community from other competing destinations and that are reflected in the idiosyncrasy of Andalusians, such as pride and cultural identity, authenticity, uniqueness, and the sense of hospitality and tolerance, are historically positioned as the main attractions for travelers.
For this purpose, a awareness campaign will be launched that transparently, rationally, and data-supported, conveys the tangible benefits of tourism, such as job creation and local economic development. All this, addressing the concerns of citizens, in an active listening process that integrates them into a broad discourse on how to improve coexistence between tourism and citizens.
Comprehensive analysis of tourism
The tender proposes a comprehensive analysis of the tourism context in Andalusia, collecting data on sector growth, job creation, and economic variables. It will also include a detailed diagnosis of citizen perception and socio-economic impacts.
Based on identifying the audience, a strategy accompanied by key messages will be defined, supported by a close communication campaign that encourages debate and conversation about this industry, raising awareness among the public about its importance.
From a positive and empathetic perspective, it will be emphasized that responsibly managed tourism is an essential ally for the economic, social, and cultural growth of Andalusia, contributing to the preservation of heritage, job creation, and connecting people.
Thus, the campaign will seek dialogue so that all Andalusians can feel their arguments represented, offering tangible realities and truthful information about the contribution of tourism to society from empathy towards their demands.
The action complements the global strategy of the Ministry for a sustainable development of the tourism industry, advocating for a better distribution of activity throughout the year and across the territory, so that growth focuses on areas and times with fewer travelers.
Precisely, during the past year 2024, tourism in the region grew more in the low season and to a lesser extent in the summer, as in the high season it increased by 4% compared to the pace of 10% reached in the first quarter of the year.