Is culture really Andalucía’s main draw? Why yes

The new Cultural Heritage and Museums Chief for Spain, José Ramón Benítez, recently said that the main reason for people visiting Andalucía is no longer the weather, but the cultural and heritage sites.

According to official data, cultural tourism represented 28.8% of all visits to the southern Spanish region in 2016, which is the first year that “good weather” was shunted from the top spot…

Of course, a sparkling backdrop of blue skies improves a cultural excursion no end, so weather will always play a part in beckoning visitors to Andalucía, but it cannot be denied that the region does indeed boast some exceptional sights that are well-worth adding to any travel itinerary.

But what has changed? Andalucía’s history is undoubtedly rich, but also ancient – the region’s attractions are nothing new. Judging by some data, however, it appears that southern Spain’s popularity as a leading beach destination and property hunting ground has, in fact, boosted interest in the region’s culture, while tourists are now drawn from an even wider global pool – and many bring with them different demands and ideas of what constitutes a memorable holiday.

Here come the Chinese
The Chinese are the world’s largest tourist group and biggest spenders, which means attracting them is a key aim for tourism bodies the world over. Spain, however, is still not in the top 20 list of countries most popular with Chinese visitors, but this is slowly changing as perceptions about Spain’s economy improve and Chinese travellers become more adventurous.

Typically, Chinese tourists have travelled as part of large, organised groups, ferried around from one city to the next with barely any time in between to explore. These tours would often miss Spain altogether, but now a growing number of Chinese holidaymakers are booking trips independently, to the benefit of Spain. According to the China Tourism Academy, there was a 60% increase in Chinese tourists choosing to travel alone in 2016, and Spain is the fastest-growing destination among this group.

What’s more, Chinese tourists tend to skip beach holidays, preferring to visit cities and historical sites – and often in the low season to A) avoid the intense heat of a Spanish summer, and B) because Chinese New Year always falls between January and February – and this is when most middle-class Chinese can get time off work.

The leading attractions
But it’s not just the Chinese. More and more British, French, German, Irish and American tourists are discovering the charms of inland Andalucía, with attractions such as the Alhambra in Granada, the Alcázar in Seville and the Mezquita in Córdoba reporting a sharp increase in tourism numbers over the past few years.

Other sites that are worth seeing include Ronda’s famous bridge, the stunning old town of Cádiz and the sherry trails and bodegas of Jerez. And then there is Málaga, which is quickly forging itself a reputation as one of Spain’s hippest and most happening cities.

Andalucía is much more than fun in the sun… and the word is now out, it would appear!