Murcia launches sustainable tourism campaign

Carmen Conesa presented Murcia's new social sustainability plan for tourism on May 19 under the slogan "Este viaje lo hacemos juntos," framing it as a campaign aimed at residents as much as visitors. The regional tourism minister said the initiative is meant to protect Murcia's way of life while tourism grows, and to encourage what the regional government described as responsible coexistence between tourists and local communities. (carm.es) The campaign was announced by the regional government as part of its tourism strategy and is tied to a broader plan developed within the Next Generation framework. During the same appearance, Conesa also attacked a censure motion in Cartagena, calling it "a disloyalty and a disgrace." (cope.es) ### What is Murcia's government actually launching? The Murcia regional government said on May 19 that the campaign is the public-facing part of its Plan de Sostenibilidad Social del Turismo, or social sustainability plan for tourism. (cope.es) According to the official release, the goal is to raise awareness among the region's population about tourism's economic, social and cultural role while promoting responsible and sustainable coexistence between tourists and residents. Carmen Conesa said the slogan means that "there is a way of life here that many come looking for and that we have a responsibility to care for." The regional government said the campaign includes a video built around some of Murcia's best-known tourism assets, including beaches, inland areas, nature, culture, gastronomy and active tourism, while emphasizing residents' hospitality and the shared responsibility to preserve local spaces. (carm.es) ### Why is the campaign centered on residents as well as tourists? The regional government's statement said the campaign is designed to speak to the local population, not only to visitors, because officials want tourism growth to coexist with everyday life in the region. Conesa said the administration wants dialogue, reflection and collaboration among different parts of the sector in order to move toward what she described as a more responsible, competitive and sustainable tourism model. (carm.es) COPE reported that Conesa said Murcia is seeing notable tourism growth but argued that the region must not lose its identity. She said preserving "the essence of what we are" is central to building a tourism model that is "quality, sustainable and accessible" and encourages visitors to return. (carm.es) ### What concrete measures come with the slogan? The regional government said the plan includes a "Guía de buenas prácticas," or guide to good practices, and a national forum on social sustainability in tourism. COPE reported that the guide will be distributed in hotels, tourist accommodations and beaches. According to that report, the guide highlights practical issues such as respecting residents' rest, conserving water and protecting natural areas. (carm.es) The campaign video also includes participation from companies and establishments in Murcia's tourism and commercial sectors, according to the regional government. Officials said the material is meant to show the professionals, places and experiences that form part of the region's tourism identity. ### Why did Cartagena's politics enter the announcement? (cope.es) Conesa used the event to comment on the censure motion under discussion in Cartagena, where political maneuvering around Mayor Noelia Arroyo's position has been building for weeks. COPE quoted Conesa as saying the motion "is not good for Cartagena or for the people of Cartagena" and that it harms the city's development and growth. (carm.es) La Opinión de Murcia reported on April 1 that opposition parties in Cartagena were exploring whether they could assemble the 14 council votes needed for a successful motion, with the local chamber split among the PP, Vox, MC, PSOE, Sí Cartagena and two non-attached councillors. In her remarks on May 19, Conesa defended Arroyo's Popular Party-led administration and said Cartagena had become the tourism capital of the Murcia region. (carm.es) ### What happens next as the campaign moves from launch to rollout? COPE reported that Murcia's tourism department plans forums and meetings during June to reinforce links between visitors and hosts as the campaign expands. The regional government also said the plan will continue through tools including the good-practices guide and the national forum on tourism's social sustainability. (cope.es) June is the next concrete milestone named by officials. The rollout will involve the tourism sector, participating businesses and the regional government as Murcia pushes the "Este viaje lo hacemos juntos" campaign beyond its launch event. (carm.es) (cope.es) (laopiniondemurcia.es)