{"id":24335,"date":"2025-08-21T09:50:08","date_gmt":"2025-08-21T07:50:08","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=24335"},"modified":"2026-11-12T11:33:40","modified_gmt":"2026-11-12T10:33:40","slug":"turismo-en-caliente","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/turismo-en-caliente\/","title":{"rendered":"Turismo en caliente"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24335\" class=\"elementor elementor-24335 elementor-20856\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4ac39558 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"4ac39558\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b2165ea\" data-id=\"b2165ea\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3dd54ae elementor-widget elementor-widget-text-editor\" data-id=\"3dd54ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><b><span data-contrast=\"auto\">Espa\u00f1a\u202fes ya el\u202fsegundo pa\u00eds m\u00e1s visitado del mundo<\/span><\/b><span data-contrast=\"auto\"> por detr\u00e1s de Francia. 100 millones de turistas internacionales nos visitar\u00e1n este a\u00f1o, marcando un nuevo r\u00e9cord hist\u00f3rico seg\u00fan estimaciones del Consejo Mundial de Viajes y Turismo. Crece el n\u00famero de visitantes y tambi\u00e9n el gasto medio, por lo que <\/span><b><span data-contrast=\"auto\">el Turismo se consolida como el principal motor de la econom\u00eda nacional <\/span><\/b><span data-contrast=\"auto\">con una previsi\u00f3n de <\/span><b><span data-contrast=\"auto\">260.500 millones de euros<\/span><\/b><span data-contrast=\"auto\"> en 2025, lo que representa el <\/span><b><span data-contrast=\"auto\">16% del PIB<\/span><\/b><span data-contrast=\"auto\">.\u202f<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Todo muy prometedor, pero la realidad es que este <\/span><b><span data-contrast=\"auto\">crecimiento tur\u00edstico<\/span><\/b><span data-contrast=\"auto\"> trae consecuencias visibles e inc\u00f3modas que calientan, especialmente en verano, un <\/span><b><span data-contrast=\"auto\">clima social<\/span><\/b><span data-contrast=\"auto\"> cada vez m\u00e1s tenso. La <\/span><b><i><span data-contrast=\"auto\">turismofobia<\/span><\/i><\/b><span data-contrast=\"auto\"> -que se extiende m\u00e1s all\u00e1 de los extranjeros afectando tambi\u00e9n a los turistas nacionales hasta el punto de viralizarse t\u00e9rminos como <\/span><i><span data-contrast=\"auto\">fodechincho<\/span><\/i><span data-contrast=\"auto\">&#8211; y las protestas reiteradas en algunas ciudades acaparan a\u00f1o tras a\u00f1o titulares nacionales e internacionales y conversaciones en RRSS, amenazando la <\/span><b><span data-contrast=\"auto\">reputaci\u00f3n del destino Espa\u00f1a<\/span><\/b><span data-contrast=\"auto\"> como ya evidenciamos en los dos <\/span><a href=\"https:\/\/torresycarrera.com\/clima-social-turismo\/\"><span data-contrast=\"none\">An\u00e1lisis de clima social &#8211; Informe de Turismo<\/span><\/a><span data-contrast=\"auto\"> que llevamos a cabo en junio y octubre de 2024.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Un a\u00f1o despu\u00e9s, la situaci\u00f3n no ha cambiado nada y la reflexi\u00f3n sobre si queremos seguir creciendo en volumen o apostar por un <\/span><b><span data-contrast=\"auto\">modelo m\u00e1s sostenible<\/span><\/b><span data-contrast=\"auto\"> y con m\u00e1s valor a\u00f1adido ya ha caducado. Todo el mundo parece convenir en no querer un <\/span><b><span data-contrast=\"auto\">modelo tur\u00edstico<\/span><\/b><span data-contrast=\"auto\"> que no concilia las necesidades de residentes y viajeros y basado en una masificaci\u00f3n y un descontrol que ahonda, para m\u00e1s INRI, en <\/span><b><span data-contrast=\"auto\">problemas sociales cr\u00edticos<\/span><\/b><span data-contrast=\"auto\"> como el de la vivienda, aumentando la presi\u00f3n sobre el alquiler. Lo cierto es que medidas como la tasa tur\u00edstica no son suficientes y que no se intuye una buena estrategia con visi\u00f3n, ni a corto ni a largo plazo.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A la tensi\u00f3n social se suman otros problemas: la escasez de <\/span><b><span data-contrast=\"auto\">talento cualificado<\/span><\/b><span data-contrast=\"auto\">, que obliga a innovar tambi\u00e9n en la gesti\u00f3n de las personas si queremos seguir manteniendo el liderazgo; la <\/span><b><span data-contrast=\"auto\">alta estacionalidad<\/span><\/b><span data-contrast=\"auto\"> y la necesidad de redistribuir flujos hacia destinos menos saturados y otras \u00e9pocas del a\u00f1o; y el <\/span><b><span data-contrast=\"auto\">impacto del cambio clim\u00e1tico<\/span><\/b><span data-contrast=\"auto\">, con olas de calor, incendios o alteraciones de la demanda cada vez m\u00e1s frecuentes. Sabemos que los turistas demandan experiencias cada vez m\u00e1s aut\u00e9nticas, personalizadas, responsables y conectadas con lo local, pero el cambio real en el modelo a\u00fan no llega.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Desde la perspectiva de la comunicaci\u00f3n, el desaf\u00edo del sector tur\u00edstico es doble: por un lado, <\/span><b><span data-contrast=\"auto\">gestionar la reputaci\u00f3n<\/span><\/b><span data-contrast=\"auto\"> entendiendo que es un activo vivo que depende de percepciones reales en tiempo real y que para ello es imprescindible involucrar y conciliar a la comunidad local; y, por otro lado, buscar, a trav\u00e9s del an\u00e1lisis, la <\/span><b><span data-contrast=\"auto\">creatividad y la innovaci\u00f3n<\/span><\/b><span data-contrast=\"auto\">, la <\/span><b><span data-contrast=\"auto\">diferenciaci\u00f3n y la autenticidad<\/span><\/b><span data-contrast=\"auto\"> en un entorno saturado de mensajes en el que todos se ven forzados a decir lo mismo. Afrontar estos retos con eficacia exige, como punto de partida, <\/span><b><span data-contrast=\"auto\">segmentar y conocer muy bien a las audiencias<\/span><\/b><span data-contrast=\"auto\"> y construir una <\/span><b><span data-contrast=\"auto\">narrativa responsable<\/span><\/b><span data-contrast=\"auto\"> y aut\u00e9ntica, apalancada en acciones y hechos coherentes y con impacto real.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">El turismo espa\u00f1ol vive un momento prometedor, pero tambi\u00e9n cr\u00edtico. Espa\u00f1a tiene la oportunidad de consolidarse como l\u00edder mundial en turismo, no solo en cifras, sino tambi\u00e9n en <\/span><b><span data-contrast=\"auto\">reputaci\u00f3n y experiencia<\/span><\/b><span data-contrast=\"auto\">, pero garantizar un \u00e9xito sostenible y crear un nuevo modelo tur\u00edstico requiere una estrategia que necesita incorporar una comunicaci\u00f3n eficaz.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":35,"featured_media":20858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368],"tags":[],"class_list":["post-24335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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