Spain.info: Towards stakeholder network

Abstract

Introduction and Company Development: A Success Story Looking to Bring Itself Up to Date From the 1960s onwards Spain began its climb up the international ranking of tourist destinations until reaching its current position as the second most popular destination in the world with about 59 millions international tourists per year. At first, it structured its growth mainly around sun and beach tourism. This established a particular dynamic image of mass tourism destination, based on seasonal business, the predominance of tour operators and travel agents in the role of intermediaries, and a strong price policy. The rapid growth of tourism along the coast, and dependence on sales by powerful intermediaries, contributed to the creation of a characteristic business framework based on family businesses or SMTEs, and lacking in innovative spirit.