Auren Launches First Sustainable Tourism Observatory
Auren, a professional services firm in auditing, legal advice, consultancy, and corporate services, has unveiled its inaugural Sustainable Tourism Observatory. This initiative, conducted by Auren’s tourism consultancy division, is a collaborative effort with the Andalusian Institute of Tourism Research and Innovation and the Spanish Network of University Postgraduate Programs in Tourism.
The report surveyed 77 Spanish municipalities recognized as tourist destinations, spanning rural areas, beach towns, and urban interiors, to measure variables related to sustainability transitions and sustainable management. Key areas of focus include promoting innovation and the use of technology in tourism, environmental management and conservation of fragile ecosystems, management of tourist flows and impacts, and public-private collaboration models to identify and promote best practices.
A significant finding from the report is that 78% of destinations identified managing tourist flows as their primary challenge, with concerns about tourism seasonality and overcrowding being paramount. “The challenge lies in how to distribute the tourist load,” stated Juan Antonio López, Auren Consultores partner and co-director of the Observatory. He emphasized the need for destinations to offer a more dynamic tourism portfolio, less reliant on star attractions, with a greater diversification of products, whether stable, temporary, or occasional, tailored to different moments and segments.
The report also highlights climate change effects, such as flooding and rising temperatures, as the second major challenge faced by tourist destinations.
In terms of technology usage for tourism management and promotion, 65% of municipalities employ some form of technological tool, with customized mobile applications for tourists being the most popular, reflecting a trend towards personalization and mobility in tourism experiences. Additionally, 16% of destinations using technology are incorporating artificial intelligence.
Sustainable mobility is another key focus, with 43% of destinations promoting bicycle use as a primary action. Following this, 39% have implemented park-and-ride facilities to minimize impact on sensitive areas. Of the 77 surveyed destinations, 35% have already launched a sustainable urban mobility plan. However, the report identifies a significant area for improvement in tourism accessibility, with only 8% of destinations having an accessible tourism plan, such as apps offering routes for visually impaired individuals.
