Analysis of domestic language tourism in Spain

Abstract

The general objective of this study was to research the revitalisation of language tourism (LT) activities in Spain. More specifically, the study aimed at describing the LT phenomenon, analysing the global and Spanish LT market, and examining domestic LT options in Spain. A bibliographic and web search was carried out, in addition to a focus group with a convenience sample of four language tourists, and an in-depth semi-structured interview with one study abroad accommodation provider. Qualitative data were processed using content analysis and SWOT analysis, and were categorised before the triangulation stage. Whereas Spanish inbound and outbound LT markets are quite consolidated, only 17 private companies and 5 public programmes have been identified in the Spanish domestic niche, all of them focusing on English as a foreign language. The private offering is very limited and addressed at very specific segments. As for public programmes, in 2019-2020 they received an estimated funding of 4.7 million euros and were attended by over 9000 individuals. This sector has been scarcely investigated to date and offers an excellent opportunity for proximity travel. A more extensive, diversified offering, supported by better promotion is required. This implies the involvement of all stakeholders, as well as the close cooperation of private suppliers and the public administration, in planning and implementing sustainable policies in Spain.