When convention and visitor bureaus produce extensive research papers and trend reports, they're showing their commitment to embrace Millennial consumers.
Spain's tourism is thriving at the expense of other European destinations' perils, and that's not necessarily a good thing when it comes to quality of life for locals.
Fears about terrorism are understandable, but savvy travelers might want to avoid the crowds in Spain, Portugal and Italy and head to France and Turkey. That's where the deals are.
It's still early, but European countries are worrying about the ripple effects — like a potential housing market hit — from Britain's decision to leave the EU.
From tourist to expat and then to the unknown status — the Brexit is just complicating everything now.
Nobody loves a throng of tourists, but smart leaders in Iberia are turing to other city mayors and regional tourism leaders for advice on dealing with the influx.
From its beaches to its urban centers, Spain is the modern test case for tourism growth and development.
If trends persist, expect Spain and Portugal to post record tourism numbers for 2016.
Borja will likely realize that social-media fueled fame doesn't last long enough to build into tourism success.
We'll say this isn't completely fair to Turkey, but considering it's leadership challenges right now we don't think it is in a good position to change the narrative.