The Andalusian government has launched a new tourist campaign urging visitors to respect local culture and behave appropriately when in the southern region.
Launching El Trato Andaluz (The Andalusian Deal) campaign in a video, it aims to redefine the region’s tourism model and shift the focus from simply attracting visitors or income to coexistence, local identity and social co-responsibility.
The project addresses the challenges of the present and future of tourism. Spain, the world’s second most popular tourist destinations, saw a wave of anti-tourism protests in 2024 and some more in 2025.
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The video begins with Lucía, who represents the voice of Andalusia, speaking from the balcony of a typically andaluz whitewashed house and delivering a speech to the world. In it, she sets out the eight agreements of the pact that make up El Trato Andaluz.
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These include respect for its people, protection of land and territory, freedom and the right to rest, respect for local rhythms, gastronomy, culture, responsible use of water and preservation of the streets as a shared space.
As the narrators put it, “gazpacho is not tomato soup”, or “our culture is not just sangría, nor is it just flamenco, nor can it just be bought at souvenir shops; you live it.”
The video concludes with a final statement: ‘We ask our tourists to come to Andalusia and sign with their soul what we offer them with our hearts: The Andalusian Deal”.
“The Andalusian Deal” is an evolution of “Andalusian Crush”, a project launched in 2023 that appealed to the impact of visiting Andalusia.
The latest campaign is not the first time that the Andalusian authorities have felt the need to ask tourists to behave themselves. Local governments have in the past tried campaigns to get tourists to behave themselves and respect local life.
From urging holidaymakers to keep walking or encouraging them to buy from local shops, Seville has in the past put up signs listing bans and ‘good practices’ for tourists.
Málaga city council’s this year relaunched a campaign this summer entitled “Improve your stay in Málaga”, the aim of which is to promote better behaviour among visitors.
The campaign features a list of ten rules which tourists should abide by, promoting tourism that respects coexistence with locals, and was first launched last summer.
It tackles issues such as noise pollution, dress code, cleanliness and responsible use of scooters and bicycles.
READ ALSO: ‘Respect locals’ – Seville puts up signs telling tourists how to behave