LGBT+ Tourism Expo: Viviane Oliveira Simão, from Turespaña, talks about diversity, overtourism and the future of Valencia

This is what Viviane Oliveira Simão, responsible for Marketing – Trade at Turespaña, stated during the 4th LGBT+ Tourism Expo, held on July 24th at the Hotel Unique, in São Paulo.

Diversity as a legacy

"Diversity is our heritage," Viviane summarizes, making it clear that Spain's commitment goes beyond tourist slogans. According to her, Spain has always been a European benchmark for welcoming LGBT+ people, positioning itself as a diverse and inclusive destination:

"Spain has always been one of the most welcoming European destinations. We welcome all types of people without any prejudice," he emphasizes.

LGBT Olympics in Valencia

Proof of this is Valencia's success as host of the 2026 Gay Games, a kind of LGBT+ Olympics that promises to further strengthen Spain's position on the map of diverse tourism.

"This year we're promoting the Gay Games, which will take place in Valencia in June and October 2026. It's an event that reinforces our image as a destination open to everyone," Viviane points out.

Overtourism: balance between residents and tourists

However, not everything is rosy in the Spanish tourism industry. Overtourism, the phenomenon of excessive tourism, has become a global issue after controversial incidents in Barcelona—such as the protest in which residents threw water at tourists.

Viviane contextualizes:

"Barcelona is Europe's largest cruise port. Receiving so many ships at once has a direct impact on neighborhoods near the port. Furthermore, Airbnb has driven up rental prices, driving residents away from their work areas."

To balance this balance, measures are already being taken: restrictions on licenses for short-term accommodation and the closure of cruise terminals.

"The population was consulted. The goal is for it to be beneficial for everyone. A one-day tourist leaves little for the country, but has a significant impact on local life," he explains.

Destination for all tastes

When it comes to the profile of LGBT+ tourists in Spain, Viviane prefers to emphasize that the country doesn't define boundaries for its target audience:

"Spain is for everyone. It's difficult to draw a profile because our territory is so diverse that it attracts people from all over the world."

And the appeal extends far beyond Madrid and Barcelona. Regions like the Balearic Islands (Mallorca, Ibiza, Menorca), Andalusia, Catalonia, the Basque Country, and Galicia also attract Brazilians seeking culture, gastronomy, award-winning wineries, and the legendary Camino de Santiago de Compostela.

"We have a very strong Galician community in Brazil, which also visits its family roots. Every corner of Spain is a discovery," he emphasizes.

Number of visitors: ambitious goal

With 90 million visitors in 2023, including around 600,000 Brazilians, Spain ranks as the second most-visited country in the world, behind only France. But the goal is clear:

“The forecast is that by 2036 Spain will be the number one destination,” says Viviane Oliveira Simão.

Report and photo: Mary de Aquino.