By Pako Rodríguez, head of the tourism area, and Sandra Campos, consultant specialized in tourism. (Original publication in Spanish)

Tourism can be a very powerful tool for revitalising territories that are suffering from depopulation. As rural communities face a decrease in the number of inhabitants in favour of demographic concentration in urban areas, tourism can provide a vital source of income and employment for local economies.

The phenomenon of depopulation is fundamentally based on mass exodus, especially of young people seeking job opportunities, towards large cities, causing in those territories where a migration process occurs, an inversion of the population pyramid that translates into a lack of basic services and opportunities, which, in turn, feeds back into this phenomenon.

There are many examples that reflect this reality. According to UN data, in 2018, 55% of the world's population lived in cities, a percentage that is estimated to reach 70% by 2050. This process is also detrimental to the planet, as only these cities consume 75% of energy resources while emitting 80% of polluting carbon. In Spain, 84% of the territory represents the empty Spain, being home to only 15.9% of the population. Continuing with this example, it is noteworthy that in Spain, the fourth most populous country in the EU, we find two of the most populated hubs in Europe (Madrid and Barcelona) and positive population growth, but at the same time, it is the territory with the highest number of depopulated areas in the European Union, according to Eurostat data.

Tourism and depopulation

That is why the relationship between tourism and depopulation seems to make sense, although its tangibility proves complex. While tourism can provide a source of income and employment for rural communities, it can also have negative effects on the quality of life of residents, their habits and customs, and the environment.

For this reason, it is essential that tourist activities be proposed from a regenerative tourism approach, taking into account the relationship between local communities, the environment, and economic development, and fostering a net positive impact on the territories where it is developed. As we have mentioned on other occasions, regenerative tourism focuses on creating authentic experiences that support local communities and protect and restore the environment, also serving as a vehicle for raising awareness and disseminating the challenges faced by rural destinations.

Thus, regenerative tourism can be a viable solution by promoting job creation and investment in the local community's economic development. By encouraging investment in improving tourist infrastructure and the service offering, opportunities for entrepreneurship and work can be generated for local residents. 

In this regard, culture, artisanal processes and methods, and their derived products can play a fundamental role in attracting high-quality regenerative tourism, while contributing to the revitalisation of rural territories. These artisans can offer unique and authentic experiences, promoting economic development and employment for the resident community. Moreover, they often use traditional techniques and materials that can help preserve and transmit local culture to future generations, where sometimes a generational shift would not exist.

A clear example is that located in the region of La Vera, in Extremadura, where leather and wood artisans have been fundamental in creating a sustainable local economy and attracting tourism. These artisans have created high-quality products using traditional techniques and local materials that have allowed them to attract tourists who wanted to experience the authenticity of local culture. Among them, some artisanal initiatives such as Las Galliciolas or Hititas stand out. Furthermore, these artisans have worked with local authorities to promote sustainability and environmental protection, adding a double positive impact on the local community and the travellers visiting the destination.

However, revitalising territories through tourism does not have a simple solution. For its implementation, long-term policies and strategies are necessary to address depopulation and promote sustainable development, with the involvement of the local community in decision-making and development of new projects being fundamental. This participation of the local community in planning and developing tourism can improve the quality of life of both the community and the specific territory, as well as increase the sense of belonging and pride and thus, the attachment to their environment, which can help retain residents and attract others seeking a lifestyle more connected to nature and local communities.

In short, regenerative tourism can be a very useful tool to combat depopulation in rural areas and promote the sustainable economic development of these territories. However, it is important to keep in mind that it is not a magic solution and requires a participatory and long-term approach, as well as the involvement and commitment of all stakeholders involved in the territory.

Webinar FiturNext 2024

In this sense, and in line with the Sustainable Development Goals, the FiturNext Observatory launches the challenge 2024: how can tourism contribute to territorial revitalisation. 

With the aim of finding replicable best practices with a positive impact, the Observatory has already begun the research and analysis period of initiatives on a global level that respond to the challenge of depopulation, while starting to build ties with professionals and entities that can contribute to generating knowledge on the subject. To initiate the professional dialogue on this topic, we have launched the upcoming FiturNext 2024 webinar, which will take place on June 14 at 5 PM CET. At this new event, we will have the presence of the promoters of winning and finalist initiatives from previous challenges. Despite having been awarded in past editions focused on other challenges, by exercising their practices, they contribute in one way or another to halt depopulation. 

• Antonia Varela, director of the Starlight Foundation, an entity that certifies destinations, guides, accommodations, natural reserves and other spaces internationally where one can enjoy observing the night sky with low levels of light pollution and star gazing.

• Alberto Pordomingo, co-founder of Apadrina un Olivo, whose activity, thanks to its olive sponsorship programme, has saved thousands of centenary olive trees promoting tourism in Oliete (Teruel).

• Gemma Roselló, founder of Sentir el Alto Tajo, where through its activities in Peralejos de las Truchas (Guadalajara) they offer an accessible and inclusive ecotourism service.

We invite you to discover how these initiatives are fighting for the revitalisation of territories through tourism. Remember that the submission of initiatives for FiturNext 2024 is already open.

Through the following link, you can apply to be part of the FiturNext community and become one of the winners or finalists who will be with us during the Fitur fair next January.