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Tourism Minister Jordi Hereu highlights Salou as the best example of the tourism model
Salou. Costa Dorada. 07 November 2026.
The Minister of Industry and Tourism, Jordi Hereu, has positioned Salou as "the best example" of the tourism policy promoted by the Government of Spain, highlighting its commitment to social sustainability, diversification, and deseasonalization. Within the framework of the forum Senior Tourism: Opportunities and trends of an expanding market, held at the Salou Auditorium Theater (TAS), Hereu and the town's mayor, Pere Granados, agreed that the transformation of the sector must place people and coexistence at the center of the activity.
During the signing of the Book of Honor at the Salou City Council, Minister Hereu praised the leadership of Pere Granados and noted that Salou represents the ideal of 21st-century tourism: a destination that has managed to evolve beyond the traditional sun and beach product to incorporate quality of life, respect for the coastline, and triple sustainability (economic, environmental, and social).
For his part, Mayor Pere Granados defended the city's commitment to remaining active, accessible, and cohesive 365 days a year, emphasizing that extending the tourist season has the primary objective of translating into greater well-being for the people who live and work in Salou, fostering stable employment and allowing local commerce and restaurants to maintain activity all year round.
Beyond the local case, the conference served to analyze the global transformation of the tourism market and the growing weight of the so-called "silver economy."
Hereu explained the change in national criteria, urging to prioritize economic and social value over the volume of visitors: "It is much better to grow in revenue than in the number of tourists." To illustrate this trend, the minister provided data from the sector in Spain during the first nine months of 2026:
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80.5 million international tourists received (+5.2% compared to the previous year).
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114.38 billion euros in total expenditure generated, representing an 8% increase in revenue.
Meanwhile, the Catalan Minister of Business and Labour, Miquel Sàmper, pointed out that in Catalonia there are already over 1,000 companies linked to this segment, with a business volume exceeding 13.3 million euros.
The event also featured the participation of, among others, José Luis Bonet (Más Sénior Foundation) and former basketball player Fernando Romay, who championed the active role of this age group as an economic driver and a repository of talent, a fact supported by the European social model and the solidity of the public pension system.
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