Alicante needs 'to rethink' its tourism strategy

A recent report into the tourism industry in Alicante has noted that the decline in tourism in the winter months is in part caused by fewer cruise ships and the closing of hotels.

It recommends that the city rethinks its tourism strategy and promotional efforts and improve its collaboration with the private sector. Tourism in Alicante is said to have run out of steam, operating below capacity and is unable to adapt to new trends. It is losing out as tourists choose to visit other areas such as Malaga, which is currently enjoying winter tourism figure increases of up to 20 per cent, which compares to a 17 per cent fall for Alicante. According to research carried out by the National Statistics Institute (INE), Valencian agency of tourism and the department of economic analysis, and others, Alicante lacks prior planning for the low season.

While the city has focused heavily on construction, its commitment to tourism has come in second place. The result is that at least three out of 10 homes are empty throughout the year; however Malaga, only sees 5.8 per cent of its properties in the same situation. Although the population in Andalucia surpasses that of Alicante by 200,000 inhabitants, there are only 68,000 more homes in the region than in Alicante.

In summary the report suggests that Alicante devises an effective tourism plan and marketing strategy to make the city a more desirable destination for short breaks, creating new products and improve its cultural offering throughout the year, and importantly aim for more cruise passengers at the port.