The challenge for each of these areas is to optimise the shopping experience, adapt to the visitor profile, and coordinate the commercial offer with the destination’s broader tourism strategy.

As we all know, shopping tourism is a transversal economic driver that adapts to different types of destinations—from coastal cities with strong seasonal influxes, to large inland cities with diversified cultural and commercial offers, to rural areas that capitalise on authenticity and local production.

Each environment presents its own opportunities and challenges, but all share the need to integrate shopping into a comprehensive tourism strategy, with a focus on visitor experience, product differentiation, and the use of technological and marketing tools, among other elements.

The future of shopping tourism lies in its transformation into an experiential tourism product, in which the purchase of goods is accompanied by cultural experiences, social interaction, and authenticity—thereby ensuring greater added value for the destination and a lasting memory for the visitor.

2. Shopping tourism in coastal cities

Coastal cities, especially those with a high flow of international tourism, concentrate a significant share of shopping expenditure during the high season. Examples such as Barcelona, Málaga, Valencia, Alicante, or Marbella demonstrate how climate, leisure offerings, and proximity to beach areas enhance consumption.

Characteristics and current situation

• High seasonality

In destinations such as Benidorm or Lloret de Mar, much of the sales volume is concentrated in the summer months, when the influx of tourists multiplies the local population. The same occurs in Cannes (France) during the beach season and events such as the Cannes Film Festival. This high seasonality forces businesses to increase staff, stock, and promotions in a short period. However, outside the high season, commercial activity drops significantly, as seen in beach areas of the Portuguese Algarve, where many establishments close between November and March.

• Predominance of international tourism

In Marbella, the profile of international visitors includes Europeans with high purchasing power, clients from the Middle East, and Russian tourists—all with strong interest in luxury brands such as Gucci, Louis Vuitton, or Bulgari. In Barcelona, the mix includes Asians interested in fashion and design, British and French visitors seeking high-quality souvenirs, and Americans preferring personalised shopping experiences. Cities like Dubai, though not European, serve as examples of how to segment and offer experiences tailored to each market.

• Diversified offer

In Valencia, the offer combines shopping centres such as Aqua Multiespacio, outlets like Bonaire, and artisanal markets such as Mercado de Colón, where gourmet gastronomy complements the experience. In Nice, perfume and handmade soap shops alternate with international boutiques and Provençal markets. This mixed model also works in Lisbon, where department stores coexist with small shops selling tiles, ceramics, and cork products.

• Events and cruise tourism

Cities like Málaga have capitalised on cruise arrivals to boost sales in their historic centre and the Muelle Uno area, offering shops, restaurants, and local crafts. Palma de Mallorca has integrated temporary fairs and cultural activities to coincide with cruise passenger arrivals. In Venice, despite congestion challenges, cruise visitors often dedicate part of their time to purchasing Murano glass and traditional masks.

Opportunities

• Extending the tourist season with shopping events beyond summer

In San Sebastián, gastronomic festivals and pintxos fairs in autumn attract visitors who also consume fashion and gourmet products. Málaga organises the Noche en Blanco and Fashion Week, events that extend the commercial season beyond summer. In Madeira, the Flower Festival in spring generates a notable increase in visitors who also purchase embroidered items and local liqueurs.

• Promoting thematic shopping routes

Barcelona has developed routes such as the “Barcelona Shopping Line,” connecting Passeig de Gràcia with the historic centre, integrating shopping, gastronomy, and culture. In Nice, the Perfume Route of Grasse links manufacturing workshops, specialised stores, and museum visits. In Alicante, routes combining winery visits with stops at shops selling typical products have shown an increase in average visitor spending.

• Improving connectivity between beach areas and shopping districts

In Valencia, the tram line connecting Malvarrosa Beach with Aqua shopping centre has improved the tourist flow towards shopping areas. In Cádiz, shuttle buses connect the cruise port with the historic centre and shopping districts, with multilingual signage. In Marseille, the direct link between the port and the Les Terrasses du Port shopping centre has increased cruise passenger spending.

Challenges

• Avoiding homogenisation of the offer

In Marbella, regulations and support programmes for local commerce have been implemented to preserve artisanal and native design boutiques against the expansion of international chains. In Dubrovnik, products with origin labels have been promoted to differentiate from generic shops selling imported goods without local identity.

• Managing congestion in high season and improving multilingual customer service

Venice and Santorini are clear examples of how congestion in shopping areas can negatively impact visitor experience. In response, Lisbon has promoted alternative circuits that distribute tourist flows towards less crowded neighbourhoods, also offering multilingual customer service in main shopping areas.

• Adapting store hours to international consumption habits

In Ibiza, many shops in the historic centre and tourist zones maintain extended hours during high season, opening until midnight to cater to the nightlife-oriented lifestyle of visitors. In Cannes, shop hours adjust during the film festival, with earlier openings and later closings to meet the needs of visitors with tight schedules.

3. Shopping tourism in large inland cities

Large inland cities such as Madrid, Seville, Zaragoza, Córdoba, or Bilbao present a different profile: they combine a broad commercial offer with a steady flow of visitors throughout the year, attracted by their cultural heritage, events, and international fairs.

Characteristics and current situation

• Highly comprehensive commercial offer

Large inland cities stand out for offering practically every product range and price level. It is common to find everything from luxury stores and boutiques of internationally renowned designers to department stores with an extensive variety of goods at more accessible prices. Additionally, there are specialised commercial districts that act as hubs for specific audiences: independent fashion districts, antique quarters, gourmet markets, or streets dedicated exclusively to jewellery.

In Madrid, for example, the Salamanca district concentrates high-end brands, while neighbourhoods like Malasaña or Lavapiés offer alternative shops, street art, and multicultural gastronomy. This broad spectrum allows cities to compete internationally and attract both tourists seeking luxury and those prioritising authentic experiences.

• MICE tourism (Meetings, Incentives, Conferences, and Exhibitions)

Business tourism is a major driver of spending in inland cities. MICE visitors generally have high purchasing power, travel with tight schedules, and particularly value the proximity and accessibility of shopping areas. With limited free time, their shopping experience must be efficient and well-organised, with options close to hotels, trade fair venues, and conference centres.

Cities with modern infrastructure for this segment—such as Madrid, Zaragoza, or Seville—often complement their offer with nearby shopping centres and adapted services such as rapid transport, personal shoppers, and delivery of purchases to hotels or airports.

• Large-scale events

Fashion weeks, international fairs, and prestigious festivals act as catalysts for shopping tourism in large cities. Events such as Madrid Fashion Week or the ARCO International Contemporary Art Fair (both held in Madrid, Spain) significantly increase consumption in sectors such as fashion, decoration, and art.

These events attract not only sector professionals but also tourists seeking exclusive experiences, resulting in a temporary increase in demand for hotels, restaurants, and specialised shops. Gastronomic or cultural fairs also play a key role, encouraging purchases linked to regional or limited-edition products.

• Excellent connectivity

Large inland cities benefit from decisive logistical advantages: international airports connecting to major source markets, high-speed train stations facilitating short getaways, and efficient urban transport networks.

This not only increases visitor flows but also makes internal travel easier, allowing them to combine cultural visits with shopping experiences across different parts of the city. Connectivity also encourages the arrival of same-day visitors—such as business travellers—who take advantage of a few free hours to shop before returning home.

Opportunities

• Integrating shopping into cultural, gastronomic, and nightlife packages

Large cities can enhance shopping tourism by integrating it into itineraries that include museum visits, shows, gastronomic routes, and nightlife experiences. For example, a package might combine admission to a temporary exhibition with dinner at a fine-dining restaurant and a guided tour of a flagship shopping district. This approach not only diversifies spending but also enriches the overall visitor experience.

• Creating more agile “Tax-Free” zones for non-EU tourists

Tax refunds for non-EU tourists are a clear incentive for spending, but their success depends on the speed and simplicity of the process. Setting up “tax-free” processing points at airports, train stations, and key shopping areas can improve satisfaction and average spend. Signage and communication in multiple languages, along with trained staff, make the destination more convenient and efficient in the eyes of visitors.

• Boosting the digitalisation of the shopping experience

Technological tools such as augmented reality, virtual fitting rooms, instant translation, and contactless payments can improve the shopping experience and streamline transactions. Mobile applications with geolocation, personalised recommendations, and exclusive promotions can guide visitors through commercial areas and foster loyalty.

In a context where e-commerce is growing, the physical experience must provide added value, combining comfort, interaction, and personalisation.

Challenges

• Growing competition from e-commerce platforms

The rise of online shopping poses a challenge for brick-and-mortar stores in large cities. Many tourists compare prices in real time and, if they find significant differences, may opt to buy online after their trip. To counter this, stores must offer exclusive benefits for in-person purchases—such as limited editions, personalised experiences, special tourist discounts, or immediate product availability.

• Need to strengthen differentiation of local commerce versus global chains

The massive presence of international brands in large cities can homogenise the offer and reduce the destination’s unique appeal. It is essential to promote local and independent commerce, highlighting products with cultural identity and unique design. Promotional campaigns that link the product to the city’s history, tradition, or craftsmanship can turn a purchase into a one-of-a-kind souvenir.

• Improving the post-purchase experience

The service does not end at the moment of payment. Offering international shipping for bulky items, travel-safe packaging for air transport, extended warranties, and multilingual after-sales service can make a decisive difference in customer satisfaction. These facilities not only increase purchase likelihood but also strengthen the destination’s reputation as a comfortable and safe shopping location.

4. Shopping tourism in rural areas: A driver of cultural identity and sustainable development

Characteristics and current situation

Shopping tourism in rural areas, although smaller in volume than in large cities, has very high strategic value for the territory. Its strength lies in authenticity, cultural identity, and the economic sustainability it generates. In this context, shopping ceases to be a mere act of consumption and becomes an experience linked to the history, traditions, and landscape of the place. The visitor not only acquires a product but also takes home a tangible piece of local culture.

This segment is closely linked to other tourism modalities such as rural tourism, wine and gastronomic tourism, craft tourism, and nature tourism. Visiting a pottery workshop, a winery, or an agricultural market not only stimulates direct spending but also strengthens the traveller’s emotional bond with the destination.

• Offer based on local production

The foundation of shopping tourism in rural areas is authentic local production that reflects the territory’s identity. This includes traditional crafts, high-quality agri-food products (wines with designation of origin, extra virgin olive oil, artisanal cheeses, cured meats), textiles made with ancestral techniques, and expressions of folk art.

The uniqueness of these goods lies in their inseparable connection to their context: a cheese does not taste the same outside the mountain where it is produced, and a clay jug does not have the same value outside the family workshop where it was shaped. This direct link between product and place is a decisive factor for tourists seeking authenticity.

• Experiential character

In rural areas, shopping is rarely a quick and anonymous act. On the contrary, visitors can take part in workshops, learn production techniques, talk with artisans and producers, or visit wineries, olive mills, and orchards. This experiential character turns the purchase of a product into an emotional memory and a story that the tourist will take home.

This personal contact reinforces the perception of authenticity and adds symbolic value to the purchased item, increasing the willingness to pay for it.

• Impact on the local economy

In rural contexts, tourist spending has a direct and more equitable impact than in urban environments. Each purchase immediately benefits small producers, cooperatives, artisanal workshops, and family-run shops. This economic flow helps retain population in the territory, preserve traditional trades, and promote sustainable agricultural and artisanal practices.

Moreover, shopping tourism often goes hand in hand with spending in local restaurants, overnight stays, and cultural visits, multiplying the positive effect.

Opportunities

• Developing territorial quality brands

Creating quality seals that guarantee authenticity and origin is essential to build tourist confidence and differentiate local products from imitations or industrial goods. These brands can be certified at regional, national, or European levels (for example, Protected Designation of Origin or Protected Geographical Indication) and should be accompanied by a clear narrative linking the product to its natural, cultural, and historical environment.

An olive oil with a regional seal or a wine with a recognised designation is not just food—it becomes an ambassador of the territory.

• Promoting periodic markets and fairs with a distinct identity

Rural fairs and markets are spaces where cultural identity is collectively experienced. Promoting them in national and international tourism calendars can attract visitors seeking authentic experiences. Successful examples include medieval fairs, farmers’ markets, harvest festivals, or seasonal gastronomic events.

These events not only generate direct sales but also act as showcases for the local offer and foster repeat tourism.

• Using commerce as a vehicle to tell the story and traditions of the territory

Every product has a story that can—and should—be told. Incorporating storytelling into the sales process—through personalised service, brochures, signage, or guided experiences—helps visitors understand the cultural value of the good.

For example, explaining how a weaving technique has been passed down through generations or how the local geography influences the flavour of a wine turns the purchase into a meaningful act.

Challenges

• Lack of modern commercial infrastructure or adapted payment services

One recurrent obstacle in rural shopping tourism is the absence of modern retail infrastructure. Some establishments lack terminals that accept international cards or digital payment systems, limiting sales—especially with visitors who do not use cash. Improving digital connectivity and training in online sales tools could mitigate this problem.

• Logistical difficulties for product transport and international shipping

Many rural products—wine bottles, ceramic pieces, cured cheeses—are fragile or bulky, making them difficult for tourists to transport. The lack of international shipping services from the point of sale can deter higher-value purchases. Implementing logistical solutions, agreements with courier companies, or secure travel packaging could significantly increase sales.

• Limited promotion in international tourism channels

Rural commercial offerings often have little visibility in source markets. The absence of digital marketing strategies, participation in international fairs, or collaboration with tour operators limits their reach. To attract tourists seeking culturally rooted products, it is essential to be present on travel platforms, social media, and specialised publications in experiential and sustainable tourism.

• Cultural identity as a driver of attraction

In rural tourism, cultural identity is not an added value—it is the core of the experience. Visitors seek objects and foods that serve as tangible testimony of the place they visit. An embroidered tablecloth with traditional motifs, a figure carved in local wood, or a jar of honey produced from native hives are not mere purchases—they are fragments of a territory that the traveller incorporates into their life.

This search for authenticity responds to a global trend: tourists, especially from mature markets, are increasingly interested in conscious consumption and supporting local economies. They want to know who made the product, how it was produced, and what relationship it has with its environment. This makes rural commerce a key tool not only for generating income but also for preserving intangible cultural heritage.

5. Key aspects to consider for the development of shopping tourism

Regardless of the setting—whether a coastal city, a large inland city, or a rural area—the development of shopping tourism requires a coordinated strategy that considers economic, cultural, technological, logistical, and marketing factors. The goal is not only to increase sales but to integrate shopping as an essential component of the tourism experience, capable of generating value for visitors and sustainable benefits for the destination.

Based on the above, the participating team proposes developing the following aspects, which are considered the most relevant:

a) Understanding the visitor profile

Segmentation by nationality, age, motivations, and purchasing power is the starting point for designing an appropriate offer.

A destination receiving a large volume of Asian tourists, for example, should consider the demand for luxury goods, electronics, and international brands, as well as high-quality packaging and international shipping services.

In contrast, visitors from Northern Europe tend to value artisanal souvenirs, local gastronomy, and experiences linked to production—such as wine tastings or pottery workshops.

Understanding the customer also involves collecting and analysing data on shopping behaviour, preferred visiting hours, preferred payment methods, and responsiveness to promotions.

b) Integration into the overall tourism experience

Shopping should be presented as a natural part of the destination’s “story,” not as an isolated activity. This means linking shopping routes with cultural heritage, gastronomy, events, and natural spaces.

For example, a tourist route could combine a visit to a landmark monument, lunch at a local cuisine restaurant, and a stop at a traditional market or boutique district.

This integration enhances the perception of shopping as part of the journey, increasing the perceived value and overall satisfaction of the visitor.

c) Multilingual customer service and training

The ability to communicate in multiple languages not only improves the shopping experience but also conveys hospitality and professionalism. Sales staff should be trained in the key languages of predominant source markets, as well as in cultural aspects that influence purchasing behaviour.

For example, knowing that bargaining is common in some cultures or that packaging and product presentation are key parts of perceived value can make the difference between securing a sale and missing the opportunity.

d) Use of technology

Digitalisation of the shopping experience is a differentiating factor in a competitive global market.

Mobile applications that guide visitors through shopping areas, augmented reality tools for virtual product trials, contactless payment systems, and QR codes for product information in several languages are increasingly common.

It is also important to use digital platforms to offer personalised promotions based on the tourist’s geolocation or stated interests. Technology does not replace the physical experience, but it complements and enhances it.

e) Fiscal and customs facilities

The VAT refund (Tax Free) system is a highly valued incentive for non-EU tourists. However, its effectiveness depends on making it quick and simple. Integrating Tax Free processing points in major shopping areas, train stations, and airports—as well as digitising the process—can increase average spending.

Communication about this benefit must be clear and visible so that visitors know about it before completing their purchases.

f) Specific events and campaigns

Organising events such as shopping weeks, fashion festivals, gastronomic fairs, or “shopping nights” helps to boost commercial activity and attract visitors in low seasons.

If these events are planned in coordination with hotels, restaurants, and tour operators, they can become powerful attractions. The key is to create a stable calendar that allows visitors to plan their trip around such activities.

g) Targeted international promotion

Shopping tourism promotion should be tailored to each source market, highlighting the elements most appealing to its visitors.

This involves digital advertising campaigns in specific languages, collaborations with influencers and specialised media, and participation in international tourism fairs. Joint campaigns between shops, business associations, and tourism entities make it possible to optimise resources and project a consistent, attractive image of the destination.

h) Sustainability and social responsibility

Shopping tourism can be a driver for preserving traditional crafts and fostering sustainable local production, as long as traceability and environmental respect are ensured.

Tourists—especially from mature markets—are increasingly interested in knowing that their purchases contribute to the well-being of the local community and do not harm the environment. Including information on product origin, manufacturing processes, and positive local impact can be a key differentiating factor.

i) Connectivity and logistics

Facilitating access to shopping areas is essential. This includes improving public and private transport infrastructure, as well as providing clear, multilingual signage to guide visitors.

Logistics is also critical: offering international shipping services, travel-safe packaging for air transport, and solutions for bulky or fragile products increases the willingness to buy—especially among tourists travelling with limited luggage.

j) Visitor safety and comfort

A safe environment is a prerequisite for shopping tourism. This means visible security, proper lighting, and pedestrian traffic control in high-traffic areas.

In addition, providing rest areas, public toilets, tourist information points, and universal accessibility improves the experience and extends visitor time in the shopping area—thus increasing sales opportunities.

k) Cultural identity as a cross-cutting theme

Although each of the above points is key, cultural identity should run through all strategies. Visitors seek products and experiences they cannot find at home. This means that the offer should incorporate distinctive elements of the territory—whether in design, product history, or interaction with the seller.

Authenticity not only increases perceived value but also strengthens the emotional connection between the visitor and the destination, encouraging recommendations and repeat visits.

In summary, these elements form a comprehensive strategic framework enabling shopping tourism to develop competitively while remaining sustainable and aligned with the destination’s cultural, social, and economic identity.

This framework recognises that tourist shopping is not an isolated element but an essential part of the traveller’s overall experience—one that can influence their perception of the place, their satisfaction level, and their intention to return.

For this development to be solid and lasting, effective coordination is essential between the private sector—shops, shopping centres, business associations, artisans, and local producers—and the public sector—municipal, regional, and national tourism authorities. Other key actors include chambers of commerce, tour operators, digital platforms, and specialised media, which can amplify the reach of strategies.

This collaboration should be based on shared objectives and agreed action plans, ranging from improving infrastructure and services to international promotional campaigns, staff training, and cultural heritage preservation.

Only in this way will the proposed measures have a real, sustainable impact over time—strengthening the destination’s competitiveness and ensuring benefits for both visitors and the local community.

Finally, the participating students wish to express their gratitude to Antonio Santos del Valle for his dedication, leadership, knowledge, and direction in developing this work. His guidance and commitment were fundamental in coordinating the group’s efforts, inspiring a professional approach, and motivating participation—contributing decisively to the results achieved.

Director:

Antonio Santos del Valle

Participating Students:

Marta González López de Sanabria (Spain)

Carlos de María Torres (Spain)

Juan Carlos Hueso García (Spain)

Carlos Márquez (Mexico)

Rosa Clara Ávila Contreras (Colombia)

Arturo Bauer Solís (Mexico)