in times of prosperity, tourism plays a part in enriching and increasing a territory's value; in
times of recession, it goes a long way to maintaining the economy; and in times of recovery,
it has proven to be a crucial ally and driving force behind reviving economic activity and
creating employment.
that was achieved in the 20th century and which, despite the global recession, we are reluc-
tant to relinquish. While the crisis does, in fact, force us to rethink our priorities, tourism is no
longer regarded as a source of revenue or a question of enjoyment, a luxury for the fortunate
few; it has now become an integral part of our healthy lifestyle habits. It is important, then,
to appreciate the human dimension of what this holiday recreation represents: it contributes
to a person's overall development as regards their entertainment and relationships.
Public and private administrators alike are faced with very well-informed tourists; people
who organise their holidays themselves, who are looking for the very best, for something dif-
ferent, for friendliness and familiarity as emotional aspects of tourist products and services,
for a sustainable approach and, in short, for quality and excellence in each and every service
they use in their leisure time.
ership in tourism, to increasing our competitivity and, in short, to improving business results,
increasing employment rates and contributing to the sustainable economic development of
our region.
tourist industry are fully aware of the ongoing economic downturn as they are directly expe-
riencing these current circumstances. Faced with this climate, they have shown a remark-
able response capacity and resilience, an excellent level of confidence and a clear idea that,
in spite of everything, the only way to emerge strengthened from the recession is to invest.
Minister of Trade and Tourism
Government of Andalusia
and Areas 7