Jet2 CEO Steve Heapy has criticised the Spanish left-wing government for allegedly attracting rich travellers to the country, saying it goes against its ‘socialist utopia’
An airline chief has slammed Spain’s government, accusing it of courting hypocrisy by supposedly targeting wealthy tourists to visit the country.
Jet2 CEO Steve Heapy believes this contradicts the nation’s ‘socialist utopia’ principles. Speaking at the Association of British Travel Agents’ annual conference – taking place on the Spanish island of Mallorca – he branded tourism officials’ desire for affluent holidaymakers as “absolutely disgraceful”.
Mr Heapy addressed the government’s campaign “Think you know Spain? Think again”, which the airline boss has argued is calling for a different, richer type of tourist to visit the country.
“When you boil down what they’ve said, ‘we want a different type of customer’. They basically want rich people, which doesn’t fit given Spain is supposed to be a socialist utopia,” the Jet2 boss said.
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“I don’t think it’s very fair. I don’t think holidays should be something for the rich and privileged. I think holidays should be something for everyone. And if a prerequisite to going on holidays is being rich, I think that’s absolutely disgraceful.”, reports the Express.
The promotional material comes after widespread demonstrations against tourism across Spain, with protesters telling visitors to “go home” and even dousing them with water pistols. Earlier this year, Mr Heapy revealed Jet2 “had people ringing the call centre and going into travel agents, asking questions like ‘is Spain safe’, ‘are we still welcome in the resort’.”
He noted this is “becoming a big issue, unfortunately, and perception becomes truth.”
The Spanish government is using adverts to encourage tourists to enjoy slower, more sustainable holidays, showcasing attractions such as wineries, luxury medieval castle hotels, surf camps, truffle tasting, and “gastronomic experiences with seasonal produce”.
The campaign’s website states: “There is another way to travel. Calmer, more aware, more personal. In Spain you will want to stop in every village and landscape to discover its culture and connect with the environment.”
Mr Heapy admitted that several of Spain’s top tourist hotspots are grappling with issues stemming from poor tourism management. He largely blamed this on unregulated short-term rentals, especially through platforms like Airbnb.
He proposed that hosts operating without the correct licences or tax registration should face hefty fines – up to €250,000 (around £217,000) – and potential prison time if fines remain unpaid. Jet2, Britain’s biggest package-holiday airline, transported nearly 18 million passengers last year, according to The Telegraph.
In recent years, more destinations and their tourism boards have spoken of wanting ‘high-value tourists’. The term has emerged in response to mass tourism and the problems that it can cause for local populations.
High volumes of holidaymakers on cheap package holidays can put strain on public services and push up house prices, while not adding as much to the local economy as some would like.
Shifting a destination’s tourism model from one that attracts mass-market visitors to a smaller group of richer travellers is not easy, however, as perceptions of a place tend to stick, and facilities take time and money to improve.
The Spanish Tourism Board declined to comment.
