The CEO Jet2.com and Jet2holidays CEO Steve Heapy warned this week of growing discontent among British tourists over recent anti-tourism protests in Spain, and urged the industry to prepare for and address their concerns. Speaking at a panel discussion at the Spanish Embassy in London, Heapy said the protest climate is causing doubts among customers about whether they are still welcome at Spanish destinations.
“We've had people calling the call center and visiting travel agencies with questions like, 'Is Spain safe?' or 'Are we still welcome at the resort?'” he said, according to The Independent. The protests, which include hostile messages like “tourists, go home” painted on facades, are beginning to influence perceptions of the destination.
Heapy pointed directly to unlicensed tourism, particularly that promoted through platforms like Airbnb, as a factor exacerbating the problem. “Unfortunately, it's becoming a huge problem, and perception is becoming reality,” he warned. According to the executive, these unregulated accommodations are intensifying social rejection, especially in areas with high tourist density.
From the Spanish Tourist Office in London, its director, Manuel Butler, called for calm, emphasizing that these tensions reflect local dynamics and do not represent the general sentiment of the country. "The vast majority of Spain remains enthusiastic about welcoming tourists," he clarified. Butler mentioned that the protests have been concentrated in cities such as Barcelona, Palma, and Santa Cruz, where social issues such as housing pressures, rising living costs, and environmental challenges converge.
Jet2, one of the leading operators of flights and package holidays between the United Kingdom and Spain, had already expressed concern earlier this year about the competitiveness of Spain compared to other, more affordable or more hospitable countries. The tension between mass tourism and local quality of life is once again at the center of the debate.
