Tendencias del mercado

🌙 Astrotourism is gaining traction, with 2025 poised to be a pivotal year for astronomical events. The eclipse season starts on March 14 with a penumbral lunar eclipse visible in Europe, America, and Africa, followed by a total solar eclipse on March 29 over the Arctic and Atlantic, benefitting Iceland and northern Canada's tourism. September sees a partial lunar eclipse on the 7th and an annular solar eclipse on the 21st, visible in the Pacific and South America, boosting tourism in Chile and Argentina. Infrastructures are developing in renowned observing locations like Teide National Park in Spain and the Atacama Desert in Chile. Specialized tourist packages are designed, with an economic impact on communities offering astrotourism due to higher spending by specialized tourists seeking unique experiences.

🏖️ Tailandia welcomed a record 35.54 million international visitors in 2024, surpassing the previous peak of 2019 by 11.09%. Among them, 207,710 were Spanish travelers, marking a considerable increase from 189,000 in 2019. To achieve the goal of 40 million tourists by 2025, Thailand's marketing approach emphasizes increased length of stays and spending, which for Spaniards grew over 32% since before the pandemic. Improved air connections also contributed, with Iberojet operating weekly direct flights, set to increase around Easter. The "Amazing Thailand Grand Tourism and Sports Year 2025" promotion strategy aims to attract new visitors, encourage repeat visits, and extend stays. Opportunities for investors arise, as more accommodations will be needed to host the influx of travelers.

🍴 Búsquedas de "luxury restaurant" crecieron 49% en Google el último año. La Guía Michelin 2025 se presentará el 31 de marzo. París lidera con 121 restaurantes Michelin y 157 estrellas; su historia en la guía comenzó en 1926. Londres sigue con 85 restaurantes estrellados, y su reconocimiento en la guía empezó en 1911. Barcelona ocupa el tercer lugar europeo y decimoquinto mundial, con 39 distinciones en 29 restaurantes. Madrid tiene 29 restaurantes estrellados; Ámsterdam 23; Lisboa 17; Copenhague 13. Países Bajos en total cuenta con 501 restaurantes Michelin, de los cuales 122 tienen estrellas.

🏝 Cuba's hotel occupancy sits at barely 25%, reflecting a political and social decline with tourism not expected to recover until 2030. In 2024, Cuba witnessed a 10% decrease in international travelers to 2.2 million, marking a 17-year low. Tourism revenue plummeted to $1.216 billion, a 61% drop from pre-pandemic levels. Over 10,000 skilled tourism workers have emigrated in the last three years, and companies like Iberojet have ceased flights while Iberia reduced frequencies. Meliá created an importing company in July to combat widespread shortages in Cuban hotels. Despite tourism struggles, Cuba allocated 40% of its first-half-year investments to the sector, investing 4.6 times more in hotel room construction than in education, health, or agriculture.

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💸 Donald Trump's tariff policies since his return to the White House prompted a capital exodus in the stock market, leading to Wall Street's worst performance since his comeback on March 10, with the S&P 500 plummeting 2.7%, Nasdaq by 4%, and Dow Jones by 2.1%. U.S. hotel occupancy dropped 2.7% in the third week of February compared to 2024, and early travel bookings in the U.S. decreased by 36% in February, as per Affilired. The European Union retaliated with new taxes on U.S. goods worth €26 billion. Despite economic uncertainty, 29.12% of February bookings in the U.S. were early bookings. In Europe, early bookings increased in key markets like Germany (11%), France (15%), the UK (33%), and Italy (9%), but declined in Spain by 16%.

🏨 Cristina Salmerón, Chief Marketing Officer of Fergus Hotel Group, addressed the challenges of hotel brands, highlighting the need for adaptation to an evolving environment and maintaining brand consistency with the experience provided. She discussed Fergus Group's focus on asset value for stakeholders, leveraging three business units, two distinct brands (Fergus Hotels and tent Hotels), and a white label (Affiliated by Fergus). Fergus Group has been operational for over 10 years, aiming at repositioning hotel projects. Salmerón emphasized the importance of Spanish hotel chains' strong international market presence and identified digitalization and social media as amplifiers for hotel companies' reach. She also mentioned the significance of unique value propositions for independent hotels to compete with larger groups.

🌎 Alemania faced a 0.2% GDP decline in 2024, continuing a two-year recession. Germans maintain a strong vacation priority despite economic strains. Travel Data Analytics (TDA) notes a shift towards all-inclusive packages and early bookings, with reservations 9 months ahead rising from 28% to 35%. For 2025, there is a notable increase in air capacity between Germany and Canarias, with a 6.8% winter increase and a 15% summer boost. German tourists in Canarias, averaging 47 years old, prefer 4 and 5-star hotels, all-inclusive stays, spending €1,641 per trip, and have an 86% travel rate without children. Beach enjoyment exceeds that of British tourists (80% vs. 60%), and 20% have visited Canarias over 10 times.

🏨 Palma de Mallorca Airport awarded Best Airport in Europe at the Airport Service Quality (ASQ) 2024 by the Airports Council International (ACI), highlighting Spain's standout airport experience. ASQ awards are based on passenger surveys evaluating customer service, cleanliness, process efficiency, and facility comfort. Other Spanish airports also received accolades, including Josep Tarradellas Barcelona-El Prat (over 40 million passengers), Alicante-Elche Miguel Hernández, Menorca, Girona-Costa Brava, Almería (second award, first in 2018), Reus, Murcia International Region, and El Hierro. These recognitions reflect Spain's commitment to high-quality passenger service and airport efficiency, reinforcing the country's tourism connectivity, especially in the Balearic Islands.

🏖️ British tourists accounted for 42% of arrivals in Benidorm during the second half of February, a 3% increase from the first half of the month, boosting hotel occupancy to 76.8%, surpassing the monthly average of 75.5%. National tourists in Benidorm decreased from 43.8% to 40.2%, with Dutch (5.2%), Belgians (5%), and Irish (2.2%) following. March forecasts show a 76% booking rate for the first half, a 1% increase from 2024. Castellón led the Valencian Community in hotel occupancy at nearly 85%, while Valencia's occupancy fell, with 4-star hotels particularly affected. The Costa Blanca, excluding Benidorm, saw a slight drop to 74.2% occupancy in late February, down 3.3 points from 2024.