That the COVID-19 crisis is hitting the tourism sector hard is an indisputable reality. The fear of contagion and mobility restrictions have caused a large drop in tourist travel not only between countries but also within the country of residence. According to the analysis collected by BRAINTRUST in the new wave of its Tourism Barometer, based on data published by the INE in the Tourism Expenditure Survey (Egatur), this health crisis has not only caused a significant reduction in the number of foreign tourists who have visited Spain but has also caused a change in the behavior of those who have visited Spain compared to last year's data.
In a different summer, international tourists have also chosen different destinations depending on their origin.
The study of the data provided by the INE through the Tourism Expenditure Survey (Egatur) that BRAINTRUST carries out periodically and includes in its Tourism Barometer, reveals different patterns of choice of Spanish destinations depending on the country of origin of the tourists who visit us. However, after the analysis of the data obtained in this 2020, this year also shows a pattern of choice of destination different from last year, as a result of the current health crisis and the limitations of movement that has affected the travel industry.
According to Ángel García ButragueñoAccording to Ángel García Butragueño, co-director of the BRAINTRUST Tourism Barometer and head of Tourism and Leisure: "it is necessary to transform the tourism model to be able to withstand the ups and downs of the market. To do this, data analysis is undoubtedly a very powerful tool as it helps us to direct the modus operandi and make the best decisions to achieve the expected results. The tourism sector is in one of its moments of greatest uncertainty and change so, now more than ever, it is essential to carefully study the message that the data leave us, to define next steps to help us overcome this crisis".
By country of origin, the French and Germans are the tourists who have least varied the areas of Spain where they usually spend their holidays. The Germans have remained faithful to the Balearic Islands (51% chose them) and have also visited the Canary Islands (21%), as have the Italians, who opted for both islands in 54% of cases (37% to the Balearic Islands and 17% to the Canary Islands), 9 points above 2019.
Tourists of French origin, together with Belgians, have a history closely associated with both Andalusia and the Valencian Community, although this summer they have been joined by the English (who have visited both communities 14 points above last year) and Dutch (+10 p.p.), very loyal to the islands in previous years.
As has happened this summer for the Spanish, the north and its ability to offer free spaces, nature and rural and away from big cities, has starred in a significant growth in the number of international tourists. In this sense, travellers mainly from America (excluding the USA), but also from other parts of the world outside Europe, have chosen destinations within Asturias and the Basque Country (+7 p.p. compared to 2019) as well as Navarre (+5 p.p.), which places them as the big surprises of this summer.
Those who have suffered most from the loss of visits by international tourists have been Madrid and Catalonia. Madrid, which had a strong bastion with tourists from America, this year has experienced a sharp decline in the influx of American tourists of 15 points compared to last year. Catalonia, for its part, is who has suffered the greatest fall in foreign visits, 51 total points compared to the figures of 2019.
For José Manuel Brell, co-director of the BRAINTRUST Tourism Barometer and Partner in charge of studies and quantitative models: "Part of the success of a business begins with a thorough knowledge of the market it is targeting, in order to be able to segment its customers and thus adapt its offer in the most effective way. In the case of international tourism, there are changes in habits with respect to past years, so an early detection of them and work on adapting the sector will be key to survive the crisis and direct the strategy also when it ends, as some of these changes may endure over time or even have come to stay".
