Numbers are numbers, and the data from CaixaBank Research, which rules the economic trenches, don't lie. Maspalomas, that slice of paradise forged through investment and tourism vision in the south of Gran Canaria, is undergoing a silent but profound reconfiguration. The statistics from January to April 2025 paint a general picture of prosperity for the archipelago: a robust 40% growth in international tourist arrivals compared to 2019, with an average expenditure of €1.356 per person. But, as I always say, the devil is in the details.
And the key point here is that the image of the traditional Maspalomas tourist—that disciplined and loyal German, or the French with their touch of savoir-faire—is changing. The numbers show a decline in German and French arrivals to the Canary Islands. Together, they represented a notable 21% of our total visitors. Did you expect this? Perhaps you don't want to admit it, but the status quo is shifting. It's a regional trend, yes, but Maspalomas, which has been its beach home for decades, is the one that feels it deeply.
But let no one throw their hands up in horror just yet. Providence, or rather, low-cost flights and the fondness for pints and fish and chips, has brought a greater influx of British tourists. They, gentlemen, are the ones making up for this decline. They are the infantry holding down the fort. It's proof that, if some are jumping ship, others are eager to get on board. And in that, the British remain our best customers, at least in terms of volume.
At the national level, things are looking good, of course. The Spanish tourism sector in general is in a phase of "more sustainable growth," which sounds like music to the ears of any minister. There's more disposable income, economies are reactivating, tourism inflation is easing... all of this helps ensure that the target of 98,4 million international arrivals by 2025 doesn't seem like a pipe dream. And spending, pay attention to this, is growing 9,3% above inflation. That's what the bank is looking for, let's not fool ourselves.
So, for Maspalomas, the message is clear: reinvent yourself or die. Or, at least, adapt to the new customer. The challenge is obvious: how do we seduce and retain the British, who perhaps have different demands than the Germans, and how do we win back, if we want, those who are currently turning their backs on us? It's not enough to have dunes and good weather; we must offer an experience that fits a changing budget and tastes.
Domestic tourism, by the way, the kind we love to praise so much, seems to be packing more suitcases to leave Spain than to stay. A 0,8% drop in domestic travel compared to a 12,1% drop abroad. Anyway, that's how we are. And the restaurant industry, blessed with restaurants, is holding up, although a simple blackout, like the one on April 28th, reminds us how fragile this house of cards really is.
In short, Maspalomas is at that turning point. The sun still rises, the dunes are still there, but the winds that bring tourists are changing direction. It's no longer just the Germans who rule. Now, the British are taking over. And the question hanging in the air is: are we ready to understand and exploit this new reality, or will we continue to live off the profits of the past? The survival of Maspalomas, and of a large part of our Canarian economy, depends on the speed with which this response is achieved.
