{"id":1024,"date":"2018-09-26T08:09:58","date_gmt":"2018-09-26T08:09:58","guid":{"rendered":"https:\/\/mabrian.com\/?p=1024"},"modified":"2026-06-30T11:53:05","modified_gmt":"2026-06-30T11:53:05","slug":"espana-se-desmarca-del-turismo-de-sol-y-playa","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/espana-se-desmarca-del-turismo-de-sol-y-playa\/","title":{"rendered":"Espa\u00f1a se desmarca del turismo de sol y playa"},"content":{"rendered":"<h3>Con motivo del D\u00eda Internacional del Turismo, <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\">Mabrian Technologies<\/a>, en colaboraci\u00f3n con <a href=\"http:\/\/interfacetourism.es\" target=\"_blank\" rel=\"noopener\">Interface Tourism Spain<\/a>, han elaborado un estudio sobre los productos tur\u00edsticos que m\u00e1s interesan a los viajeros internacionales que visitan Espa\u00f1a, y concluyen que productos maduros como el sol y playa y el ocio nocturno est\u00e1n perdiendo relevancia a favor del turismo activo, natural y cultural.<\/h3>\n<p><strong>Madrid, 26 de septiembre, 2018.-<\/strong> Las motivaciones e intenciones de viaje de los turistas han evolucionado en los \u00faltimos a\u00f1os en busca de nuevas experiencias y enriquecimiento personal. Tanto es as\u00ed, que el principal reclamo tur\u00edstico por el que se conoce a Espa\u00f1a, sol y playa, est\u00e1 perdiendo inter\u00e9s entre los visitantes extranjeros, frente al aumento de la oferta cultural, activa y natural.<\/p>\n<p>Esta tendencia, se ve confirmada por el estudio elaborado por <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\">Mabrian Technologies<\/a> junto con<a href=\"http:\/\/interfacetourism.es\" target=\"_blank\" rel=\"noopener\"> Interface Spain<\/a>, sobre la evoluci\u00f3n en los intereses de los turistas que viajan a Espa\u00f1a, a trav\u00e9s del an\u00e1lisis de las menciones espont\u00e1neas de los visitantes en redes sociales. En concreto, se han analizado m\u00e1s de 55 millones de menciones tur\u00edsticas, entre el 1 de enero y el 31 de agosto de 2018 y el mismo periodo del 2017, referentes a 113 destinos tur\u00edsticos de toda Espa\u00f1a, tanto costeros, como de interior y urbanos.<\/p>\n<p>Esta inmensa muestra de datos (Big Data), sumada a las tecnolog\u00edas de Procesamiento Natural del Lenguaje e Inteligencia Artificial en las que Mabrian Technologies est\u00e1 especializada, han permitido extraer din\u00e1micas y tendencias, que han sido analizadas junto a la agencia de consultor\u00eda tur\u00edstica Interface Tourism Spain.<\/p>\n<p>En el an\u00e1lisis de los datos, el turismo cultural es el que genera mayor inter\u00e9s entre los usuarios en general (28% de las menciones tur\u00edsticas), por encima incluso del sol y playa (19%).\u00a0 El top 5 de productos tur\u00edsticos para 2018 lo cierran el turismo natural (11%), activo (10%) y gastron\u00f3mico (9%).<\/p>\n<p>Si nos fijamos en las tendencias que siguen estos intereses en la comparativa interanual 2018 vs 2017, se observa c\u00f3mo el inter\u00e9s relativo a los productos sol y playa y ocio nocturno ceden protagonismo de manera clara (-10% y -7% respectivamente), con respecto a productos tur\u00edsticos alternativos como bienestar (+14%), natural (+9%)y activo (+6%).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1025\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/09\/1-1.jpg\" alt=\"\" width=\"2654\" height=\"1096\" \/><\/p>\n<p>El estudio destaca que el producto <em>wellness<\/em>, relacionado con bienestar, es el que recoge la mayor subida de inter\u00e9s relativo por parte de los usuarios en general. Aunque esta motivaci\u00f3n no era prioritaria en 2017 (2,89% de las menciones), ha cobrado protagonismo en 2018: de esta forma, el aumento de las menciones tur\u00edsticas relacionadas con la pr\u00e1ctica de yoga, la tranquilidad, o el estilo de vida <em>slow, <\/em>muestran claramente una oportunidad para los destinos espa\u00f1oles.<\/p>\n<p>En un an\u00e1lisis m\u00e1s detallado respecto de los principales mercados de origen para Espa\u00f1a, se pueden observar diferentes tendencias, pero todos tienen un nexo com\u00fan: la ca\u00edda del inter\u00e9s en sol y playa y ocio nocturno, y el incremento del inter\u00e9s por productos tur\u00edsticos activos y naturales.<\/p>\n<p>Entre las diferencias destacables por mercados de origen, se observa un destacado aumento del inter\u00e9s de los italianos por las compras (+22%) y el <em>wellness<\/em> o bienestar (+11,6%). Por su lado, los brit\u00e1nicos incrementan sustancialmente en cuanto al producto familiar (+14%), y los alemanes respecto del producto relacionado con <em>wellness<\/em> (+7,5%). Por \u00faltimo, los franceses destacan en su incremento por el inter\u00e9s en productos culturales (+5%).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1026\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/09\/2-1.jpg\" alt=\"\" width=\"2703\" height=\"1512\" \/><\/p>\n<p>A la vista de este estudio, y dem\u00e1s informaciones publicadas recientemente (ver referencias), en relaci\u00f3n a un cambio estructural en el posicionamiento tur\u00edstico de Espa\u00f1a, parece que el visitante est\u00e1 respondiendo bien a la nueva propuesta tur\u00edstica. Esto abre la puerta hacia las ansiadas opciones de desestacionalizaci\u00f3n y diversificaci\u00f3n en el sector tur\u00edstico espa\u00f1ol, que le permita acceder a nichos de mercado y targets diferenciados, que aporten m\u00e1s valor en sus visitas e incrementan el gasto tur\u00edstico. No en vano, se ha establecido relaciones directas entre los visitantes interesados en productos como el cultural y activo, y el gasto medio por turista.<\/p>\n<p>Esto permitir\u00eda a muchos destinos tur\u00edsticos de Espa\u00f1a reducir su exposici\u00f3n al mercado intermediado, competir en mejores condiciones tras la vuelta al mercado tur\u00edstico internacional de competidores mediterr\u00e1neos con una agresiva pol\u00edtica de precios, y repensar la estrategia de precios para aportar valor a\u00f1adido m\u00e1s all\u00e1 del turismo exclusivamente de sol y playa.<\/p>\n<p><strong><em>\u00a0<\/em><\/strong><\/p>\n<p><em>Referencias:<\/em><\/p>\n<p><em><a href=\"https:\/\/www.hosteltur.com\/128392_espana-paises-recursos-liderar-turismo-cultural.html\">Espa\u00f1a entre los pa\u00edses con m\u00e1s recursos para liderar el turismo cultural<\/a><\/em><em>. Fuente: Ostelea, v\u00eda Hosteltur. Patrimonio Cultural y Turismo: oportunidades y desaf\u00edos de la valorizaci\u00f3n tur\u00edstica del patrimonio&#8217;<\/em><\/p>\n<p><em><a href=\"http:\/\/www.elmundo.es\/economia\/ahorro-y-consumo\/2018\/08\/13\/5b6d9f16e5fdea361f8b456e.html\">Espa\u00f1a ya no es s\u00f3lo sol y playa: aumenta un 23% el turismo cultural este verano.<\/a><\/em><em> Fuente: Weekendesk v\u00eda El Mundo.<\/em><\/p>\n<p><em><a href=\"https:\/\/www.hosteltur.com\/128016_turismo-activo-tendencia-ganadora-2018.html\">Turismo activo: tendencia ganadora en 2018<\/a><\/em><em>. Fuente: Booking.com v\u00eda Hosteltur.<\/em><\/p>\n<p><em><a href=\"https:\/\/www.hosteltur.com\/108696_caen-los-turistas-pero-sube-el-gasto-fracaso-o-mas-cerca-de-un-nuevo-mod.html\">Menos turistas pero m\u00e1s ingresos \u00bfretroceso o m\u00e1s cerca de otro modelo?<\/a><\/em><em>. Fuente: Hostetur, Encuensta de Movimientos tur\u00edsticos de Frontur.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Con motivo del D\u00eda Internacional del Turismo, Mabrian Technologies, en colaboraci\u00f3n con Interface Tourism Spain, han elaborado un estudio sobre los productos tur\u00edsticos que m\u00e1s interesan a los viajeros internacionales que visitan Espa\u00f1a, y concluyen que productos maduros como el sol y playa y el ocio nocturno est\u00e1n perdiendo relevancia a favor del turismo activo, natural y cultural.<\/p>\n","protected":false},"author":15,"featured_media":3064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1985,1966,1988,1987,1971,1889,1977,1969],"tags":[1912],"class_list":["post-1024","post","type-post","status-publish","format-standard","has-post-thumbnail","category-casos-uso","category-comunicados","category-destinos-inteligentes","category-estudios-de-tendencia","category-europa","category-lo-ultimo-de-mabrian","category-smart-destinations","category-use-cases","tag-smartdestinations-es"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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