Dear Sir,

Quality Tourism in Almuñecar?

During my current visit to the area, I have been reflecting on the declared directional shift of the current administration in Almuñécar towards the attraction of “quality tourism.”
On two counts that has made me feel somewhat concerned. Firstly, am I to assume that I (as an Almuñécar visitor for many years), along with many others, have now been relegated to the classification of not being a “quality tourist?” So, what am I now? A “low quality” tourist?! A pity indeed, having spent so much of my hard earned pennies here over the years! Secondly and more seriously, what I see taking place in the town at the moment will surely have the contrary effect to that intended, in any event.

Whilst Almuñécar still retains a little of its undeniable former charm, Sr. Benavides and his chums in the Town Hall must recognize that for a great many visitors (Spaniards and foreigners alike) the chief attraction of a holiday on the south coast of Spain has always been that it is “cheap and cheerful.” Economical in terms of pricing; and “laid back”, relaxed atmosphere. Everyone has a nice relaxing time without breaking the bank; plenty of “bums on seats” for the local businesses- a classic “win-win scenario.”
But in a number of ways, the cheapness and cheerfulness have been gradually chipped away. But this current apparent “war against the car” in Almuñécar has to be the final nail in the coffin. For obvious reasons (principally limited public transport infrastructure) a very large proportion of visitors to Almuñécar arrive by car; and then wish to travel around the town by car. Now it seems you have to pay (and a lot) virtually everywhere you want to park your car. Not only does this add up very quickly (in economic terms), but also it means anxiety about remembering to get tickets and stay within time limits, etc (or face fines/ towing)- a stress acceptable in a large City but not in a little seaside resort, especially outside the very busiest times of the year. This inevitably and adversely affects spending patterns, even for those who are otherwise able and willing to spend (“shall we stop for a coffee/ another drink…oh no, what about the parking ticket?”)

Sr. Benavides for example, who has publicly lamented the almost total loss of his personal wealth as a result of his marital issues, will no doubt empathise with the rest of us who similarly suffer from the misfortune of not being wealthy. Indeed, his own widely known penchant for holidaying in Morocco (where one’s money is known to go further), is quite understandable.

So, as costs here in Almuñécar inch up bit by bit (the latest additional slug of expenditure being the requirement to pay for parking all over the town), the town’s potential visitors have two alternative choices: either to follow in the footsteps of Sr. Benavides; and holiday where it is still (relatively) cheap; or if they are able and prepared to pay more, to go to more exotic locations- St. Tropez, the Caribbean; West Coast USA, etc.

But there seems to be an inherent defect in the ideology of those responsible for what is happening in Almuñécar: that simply making matters more expensive and oppressive for those who visit the town will improve the (financial) status of those visiting the town. (“Quality” tourism being the segment of the tourist economy that presumably is perceived to be that which can and does spend generously in the tourist destination in question).

In other words, there is apparently the inherent assumption in Town Hall thinking that wealthier people are more gullible than less wealthy people, as they will pay more for the same thing, thus making it “exclusive.” That sounds like flawed economic logic to me.
Possibly (and even more worryingly for local businesses), there might just be more truth in the proposition that: the wealthier people are, the more demanding they are in terms of what is offered by the tourist / holiday destination in question, in terms of the ratio of cost to facilities and relaxed “ambiente.”

Therefore, with limited facilities, increasing costs for visitors and the loss of the previous relaxing spirit of informality of the town, not only does the town risk alienating the type of tourism which has propelled it thus far (let’s say the “low quality” tourism), but it also fails to satisfy the more demanding criteria of the “quality tourists” in the future.
I am sure that Sr. Benavides is fully aware of the total dog’s dinner of a situation that has been created in Almuñécar during his “reign.” And although he says his personal wealth has disappeared down the proverbial toilet in the last few years (although presumably for the benefit of the former Sra Benavides/ his family), one can only assume that the townsfolk have paid him handsomely for his services. I suppose therefore, we can only wait for the day when he decides it’s time to “do a Blair” and swan off into the (Moroccan) sunset, leaving it all to some poor hapless successor to try to sort the mess out; and put Almuñécar back on the tourist map (but for the right reasons). Surely he must be close to the point where “the writing’s on the wall?”
Maybe the Gazette could put this opinion to Sr. Benavides. I and others I know have written to him (in Spanish!) to express opinions; and not even received the courtesy of an acknowledgement. Requests for meetings similarly ignored. As in any virtual autocracy, the apparent lack of consultation (or even communication) on such matters of grave importance for the town’s future is extremely frustrating.

Yours, Henry Childe-Smith,
Los Pinos, Almuñécar.