21ST CENTURY TOURISM: THREATS AND OPPORTUNITIES

Abstract

The good results of tourism in 2016 have raised optimism in the sector however, there is a series of threats that may have a negative significant impact on tourism if they are not paid the required attention. Also, avoiding seasonality and the risk of endangering small rural communities must be considered, as sustainability should be the main priority for all the stakeholders involved, especially this year when the whole world is celebrating the International Year of Sustainable Tourism for Development. Therefore, the objective of this paper is to make an analysis on those threats that can seriously damage the tourist sector but also, on the opportunities that may derive from the dramatic changes our society is going through. This study has been based on four particular areas: health tourism and accessibility; culture, gastronomy and wine; education and technology; and mountain tourism. There are many opportunities the sector can benefit from but only if the parties involved are willing to innovate and become creative.