The International Symposium on Marketing (SIMA) has engaged in discussions regarding the relationship between tourist apartments and the increasing prices of housing. Participants highlighted the necessity for innovative tourism models to cater to a discerning audience that is overwhelmed with information.
One of the key topics was whether the global housing crisis has been partly driven by the proliferation of tourist apartments. Joan A. Sarmiento, former director of Tourism in Barcelona, stated that there is no direct correlation between tourist apartments and the rise in housing prices. She pointed to Barcelona, which will suspend new tourist licenses in 2028, as a case in point. Despite a ban on new licenses since 2014, rental prices have continued to rise, although they have stabilised due to legal caps.
Sarmiento cautioned that no tourism model is universally applicable and stressed the importance of thoroughly studying each area before implementing measures. She also noted that the benefits of tourism should be reinvested into improving urban environments and mitigating the negative externalities associated with mass tourism.
Marian Muro, former director of Tourism in Barcelona and CEO of Apartur, emphasised that overcrowding can be alleviated through appropriate measures, but this requires knowledge, intention, interest, planning, and political will.
From the perspective of participants from the Pyrenees, questions were raised about how to achieve growth while preserving local identity. The frequently used term "quality tourism" has become diluted, prompting calls for a redefinition of the model. Sira Puig, director of Valls de Canillo, suggested shifting the focus to "value tourism," which encompasses economic, social, experiential, or community aspects.
The remainder of the symposium was dedicated to exploring the limits of technology in tourism and the cultural impact on destinations.
