- With this information, the destinations within the Alliance of Sun and Beach Tourist Municipalities (AMT) can anticipate periods of high visitor numbers, improve the planning of public services and strengthen the management of the most visited areas.
- The eight municipalities are making progress in implementing measures relating to sustainability, blue tourism and community harmony ahead of the high season.
The Alliance of Sun and Beach Tourist Municipalities (AMT) is advancing smart destination management by updating the AMT 2025 Indicator Dashboard, a digital tool that allows for a simple, comparative analysis of how tourism is evolving in the main destinations along the Spanish coast, with the aim of improving planning for the summer season.
The new version is available in interactive web format and facilitates the consultation of key data on tourism activity, its evolution and its impact on the municipalities. The tool brings together information from the eight destinations that form part of the AMT: Adeje, Arona, Benidorm, Calvià, Lloret de Mar, Salou, San Bartolomé de Tirajana and Torremolinos.
A System for Better Understanding Tourism
This tool establishes a common measurement system designed to provide a clear, shared view of tourism trends in these municipalities, facilitating data-driven decision-making. It provides statistical information on the number of visitors and their origins, overnight stays and length of stay, accommodation occupancy rates, and indicators of tourism activity and profitability, among other aspects.
The new system of indicators represents a step toward a data-driven governance model, which facilitates public decision-making and the evaluation of tourism policies in real time. With this information, municipalities can anticipate periods of high visitor volume, improve the planning of public services, and strengthen the management of the most visited areas, especially during the summer months. The eight municipalities that make up the Alliance account for a significant portion of tourism in Spain, with more than 12 million visitors and around 57 million overnight stays annually, representing nearly one-fifth of the country’s international overnight stays. This high volume of tourism makes these destinations key areas for innovation in tourism management and the implementation of sustainability policies in blue tourism.
Tourist municipalities prepare for the summer season
Ahead of the summer season, the municipalities of the AMT are strengthening measures related to the management of public spaces, the organization of services in high-traffic areas, and the improvement of coexistence between residents and visitors. The president of the AMT and mayor of Arona, Fátima Lemes Reverón, noted that the consolidation of this system of indicators “enables a qualitative leap in destination management, because it provides us with a shared, rigorous, and comparable view of the tourism landscape—essential for anticipating summer challenges and making evidence-based decisions.”
She also emphasized that “tourist municipalities need tools that not only measure impact but also guide policies toward a more balanced model, where the destination’s competitiveness goes hand in hand with residents’ well-being and environmental sustainability.”
The AMT notes that sun-and-beach tourism remains one of the country’s main economic drivers, but it is also one of the sectors most vulnerable to seasonal overcrowding, making it essential to strengthen planning, manage tourist flows, and diversify the tourism offering.
About the AMT SOL Y PLAYA
The Alliance of Sun and Beach Tourist Municipalities (AMT SOL Y PLAYA) was founded in 2017 on the initiative of eight pioneering tourist destinations in Spain: Adeje, Arona, Benidorm, Calvià, Lloret de Mar, Salou, San Bartolomé de Tirajana, and Torremolinos. Its key objectives are to address issues affecting the financing of tourist municipalities and to promote the sector’s digitalization, sustainability, accessibility, and cooperation among destinations.
Source: ALLIANCE OF SUN AND BEACH TOURIST MUNICIPALITIES (AMT)