One ordinary July day in 2025, amidst the heat and the swaying of sun loungers, what some would call a "historic day" was celebrated. The so-called LGBTI Experiences Guide Turismo España spainlgbti was presented with the usual pomp and circumstance of these events. They call it "institutional commitment" and "a vision for the future," but local business owners at the Yumbo shopping center say it sounds like the usual "inclusivity" façade to keep up with the business.
That day, the first deputy mayor of San Bartolomé de Tirajana, Alejandro Marichal, uttered the usual phrase: “The LGBTI community chose Maspalomas. And that's no coincidence.” A phrase as hackneyed as the flag that flies over the town hall on certain dates. No, it's no coincidence. It's the result of decades of a unique offering, a niche market that Maspalomas knew how to exploit when others looked the other way. And now, of course, it's time to stamp it with "officiality" and "commitment" to keep the wheels turning.
The stage was shared with the new breed of "diverse tourism": Edgar W., CEO of Queer Destinations, and Alejandro Villalobos, who came to talk about the benefits of the new digital platform. Real transformation? Training? Innovation? Hollow words. They are the new evangelists of a sector that, above all, seeks performance. There was talk of "shared pride," yes, but pride, if not accompanied by deep and self-critical reflection, remains a mere slogan for photo ops.
They report, with a certain air of accomplishment, that the Guide is already "training more than 1.800 professionals" and "connecting more than 300 companies with the values of respect, diversity, and human rights." Maspalomas, they say, "continues to lead the way toward fairer, safer, and more humane tourism." What Maspalomas has always led is the path toward profitable tourism, which is not the same as justice or humanity, even if it sometimes dresses itself up in those clothes. A symptom of the current times: everything, even pride, is susceptible to being commodified. And in this, the San Bartolomé de Tirajana City Council, like so many others, is a master.
