Spain moves upmarket to attract more tourists

Spain moves away from ‘sun, sea and sangria’ holiday packages to splendid vineyards, unique museums and UNESCO World Heritage sites.

Madrid -- Half a century after it pioneered the cheap "holiday-in-the-sun" package deal, Spain is seeking to upgrade its image by convincing the discerning and affluent tourist that it has much more to offer than just sun, sea and sangria.

Instead of overcrowded beaches in concrete jungles, tourist authorities want to put Spain's lesser-known attractions, including its strong homegrown gastronomic traditions, firmly on the tourist map, targeting in particular the upper end of the market.

Among the destinations being highlighted are the vineyards of the Rioja region, the futuristic Guggenheim Museum in the Basque city of Bilbao and the vast Donana national park, a UNESCO World Heritage site and home to rare wildlife.

"It is time to look for customers with high purchasing power because there is plenty to offer them," said Jose Maria Rubio, the head of Spain's Hotel and Catering Federation (FEHR).

A plummeting number of tourists to Spain has forced the shift in focus -- the UN World Tourism Organisation says Spain lost its spot as the second-most visited country in the world to the United States last year -- while tourism still plays a crucial part in the struggling Spanish economy