New Study Warns of Poor Climate Change Communication in Spanish Coastal Tourist Destinations
A new study by Universitat Rovira i Virgili has revealed a concerning lack of communication about climate change in coastal tourist destinations across Spain. The research, part of the ADAPTOUR project, found that only 2% of publications directly referenced climate change, despite it being a significant threat to these regions.
The study, published in the European Journal of Tourism Research, analysed communications from five municipalities: Benicàssim, Gandía, Peñíscola, Santa Eulàlia, and Calvià in Mallorca. These locations were praised for their better communication regarding the impacts of climate change on tourism regions. However, the overall picture is grim.
Most messages from these destinations focused on mitigation and adaptation strategies, ignoring the causes and impacts of climate change. This imbalance in communication is a missed opportunity to raise awareness and prepare both residents and tourists for the real risks. The study recommends increasing information about causes and impacts, balancing messages, and adapting communication strategies to reduce the perception of risk and promote adaptation, thereby improving tourist satisfaction.
The study highlights the need for coastal tourist destinations in Spain to improve their communication about climate change. While some municipalities like Benicàssim, Gandía, Peñíscola, Santa Eulàlia, and Calvià in Mallorca are doing better, there is still much room for improvement. Better communication can help prepare tourists and residents, enhance satisfaction, and support the tourism industry in facing the climate emergency.
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