Source page: McKinsey & Company

Commentary

Visual form

Quadrant scatter plot.

Layout / body structure

The chart is one scatter plot divided by a vertical and a horizontal midpoint into four quadrants. Reader scans left to right on crisis vulnerability and bottom to top on contribution to tourism GDP, using the shaded right half and the quadrant labels to interpret which segments face slower recovery and larger change.

What is being compared

It compares Spanish tourism segments on two dimensions at once: how much they contribute to tourism GDP and how vulnerable they are in the crisis. Labeled points include ecotourism, second-home tourism, sport, culture, adventure tourism, touring, sun and beach, urban, individual business, cruise, group travel, and MICE.

Measurement system

The chart uses relative position rather than printed numeric ticks. The horizontal axis runs from least to most segment crisis vulnerability, and the vertical axis runs from low to high contribution to tourism GDP.

Visible structure inside the graphic

Each tourism segment appears as a labeled blue point inside the four-quadrant frame. The shaded upper-right region marks the combination of high vulnerability and meaningful GDP contribution, while the upper-left label highlights segments expected to change less and recover faster.

Main takeaway from the visual

The most economically important and most exposed tourism segments cluster on the right side of the chart, especially sun and beach, individual business, group travel, cruise, and MICE. The plot makes the recovery challenge look concentrated in segments that matter materially to tourism GDP rather than in marginal niches.

Key standout values or extremes

Sun and beach sits high and far to the right, individual business is also high and vulnerable, and group travel plus MICE occupy the right side with meaningful GDP weight. At the other end, ecotourism, sport, and religious tourism sit low on contribution and farther left on vulnerability, while second-home tourism is the notable high-contribution segment that stays relatively less vulnerable.

Controls / sequence, when applicable

This is a static chart image with no in-chart controls to operate.

Companion media, when applicable

There is no separate companion audio or video; the chart image is the full visual on this page.


It was fun in the sun

COVID-19 | Travel | Europe

April 30, 2021 – The Costa del Sol and other Spanish beaches are world-renowned and the most valuable segment of the national tourism industry. But serving beachgoers is no longer a simple matter of putting up umbrellas.

Vulnerable segments in Spain's tourism sector that make significant contributions to tourism GDP are expected to  undergo great change.

To read the article, see “Spain’s travel sector can’t afford to wait to recover. What can stakeholders do?,” April 23, 2021.


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