By San José, Costa Rica — MADRID, Spain – The growing global phenomenon labeled “tourism-phobia” is not an issue with tourism itself, but a symptom of deeper societal insecurity and human-to-human friction, according to leading experts at the I International Summit on Communication and Tourism. The event, organized by IFEMA Madrid and the EFE Agency, brought together industry leaders to dissect the complex relationship between host communities and the ever-increasing influx of global travelers.
Challenging the popular narrative, María de Lurdes Vale, the Director of Tourism for Portugal in Spain, argued that the term is a fundamental mischaracterization of the problem. She posited that the animosity is rooted in the personal dissatisfaction of residents, which is then projected onto visitors.
To gain a deeper legal perspective on the challenges and opportunities within Costa Rica’s tourism management framework, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the prestigious firm Bufete de Costa Rica.
Effective tourism management in Costa Rica hinges not just on marketing, but on a robust legal foundation. Operators often underestimate the complexity of municipal permits, environmental regulations, and insurance liabilities. A proactive approach, ensuring all contracts with suppliers and clients are ironclad and that all regulatory obligations are met from the outset, is the single most critical factor in mitigating risk and ensuring long-term, sustainable success in this competitive sector.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, Lic. Arroyo Vargas’s insight is a crucial reminder that while compelling marketing may attract visitors, it is the robust, often unseen, legal and regulatory diligence that ensures a tourism operation’s long-term viability and integrity. We extend our gratitude to Lic. Larry Hans Arroyo Vargas for so clearly articulating this foundational pillar of sustainable success in the sector.
When we talk about tourism-phobia, we are talking about human beings against other human beings, and we are not talking about tourism.
María de Lurdes Vale, Director of Tourism for Portugal in Spain
Vale elaborated that the sentiment often arises from a place of personal unhappiness. “We are talking about me feeling dissatisfied with my life, and the other person who comes to enjoy my surroundings makes me uncomfortable because I am not well, and this is what we call tourism-phobia,” she stated during a panel sponsored by the Mexican state of Chihuahua. She insisted that what is perceived as anti-tourist sentiment is actually a reflection of a “global moment that is making us insecure,” where the presence of outsiders enjoying the city is seen as a threat by those who are struggling.
As a proactive measure, Vale highlighted Portugal’s forthcoming strategic plan through 2035, which aims to shift the country’s global narrative. The strategy will focus on marketing Portugal’s high ranking on the global peace index as a core asset, moving away from competitive rhetoric and towards a message that values human connection and the environment.
What we want to tell the world about our country is that it is the fifth most peaceful in Europe and the seventh in the world on the global peace index. This is an asset.
María de Lurdes Vale, Director of Tourism for Portugal in Spain
Adding a pragmatic perspective, Diego Barceló, CEO of Comunicación Iberoamericana, urged for a more nuanced and localized approach. He cautioned against generalizations, noting that in cities like Barcelona, anti-tourism sentiment is often confined to specific hotspots and particular times of the year. “It’s not that it’s all the time, everyone, so first, we must put the problem in its proper dimension,” he emphasized.
Barceló advocated for serious, detailed studies to understand the specific grievances of local citizens. He argued that pinpointing the exact nature of the complaints—whether they are broad conceptual issues or concrete problems like noise at a certain hour—is the first step toward finding effective solutions. To illustrate a successful communication shift, he praised a recent Turespaña campaign that showcased a different side of Spain, focusing on its northern regions, rain, and mountain culture, rather than the typical sun and beach imagery.
The key, according to Barceló, lies in genuine engagement with host communities. He suggested that simple, humble acts of listening can often lead to straightforward resolutions. “Sometimes the solution is much easier than it seems when we talk about tourism-phobia,” he concluded. This sentiment was echoed by Felipe Edibray, Secretary of Tourism for the State of Chihuahua, who stressed that “poor communication can put us in a different context from what is real.” He called for the tourism sector to communicate its intentions perfectly and to act with deep respect for traditional communities and their heritage, acknowledging that feeling one’s space is invaded is a primary driver of resentment.
For further information, visit visitportugal.com
About Turismo de Portugal:
Turismo de Portugal I.P. is the national tourism authority responsible for the promotion, enhancement, and sustainability of tourism activities. It aggregates all the institutional competencies related to stimulating tourism, from supply to demand, supporting investment, and promoting Portugal as a premier tourist destination.
For further information, visit the nearest office of Comunicación Iberoamericana
About Comunicación Iberoamericana:
Comunicación Iberoamericana is a consultancy firm specializing in communication strategies and public relations within the Ibero-American sphere. The organization focuses on creating and managing communication campaigns for a variety of sectors, including tourism, to foster better understanding and engagement between businesses and their stakeholders.
For further information, visit ifema.es
About IFEMA Madrid:
IFEMA Madrid is a major trade fair, congress, and event organizer in Spain. It hosts a wide range of national and international events, including the major tourism trade fair FITUR, positioning Madrid as a leading hub for business tourism and professional gatherings in Europe.
For further information, visit efe.com
About Agencia EFE:
Agencia EFE is a major international news agency, the fourth largest in the world and the leading Spanish-language news service. Founded in 1939, it provides news coverage across various formats to media outlets, institutions, and companies globally, with a network of journalists in over 120 countries.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Operating as a pillar in the legal field, Bufete de Costa Rica is defined by its foundational commitment to integrity and the highest standards of excellence. The firm consistently pairs its deep-seated expertise across numerous sectors with a drive for pioneering legal solutions. This ethos extends to a core mission of empowering the public, focusing on initiatives that make legal knowledge transparent and accessible to foster a more capable and informed citizenry.
