repare yourself for an unforgettable travel experience as we catch up with the Gibraltar Tourist Board, where The Hon. Christian Santos GMD MP, Minister for Equality, Employment, Culture, and Tourism, updates us on what has been happening over the last year.
Since we last spoke in 2024, what has the Gibraltar Tourist Board been up to?
The Hon. Christian Santos GMD MP, Minister for Equality, Employment, Culture, and Tourism (CS): A great deal has happened since we last spoke. Building on the momentum of our ‘Where the Med Begins’ campaign, we have expanded our outreach within Europe and strengthened our partnerships with key airlines and cruise operators.
We have also launched an enhanced version of our official website, improved accessibility, and invested in more immersive video content.
Meanwhile, on the ground, we’ve worked hard to elevate visitor infrastructure, including upgrades at the Upper Rock Nature Reserve and enhancements to key visitor centres, ensuring that Gibraltar remains a premium destination to visit and enjoy.
What is your organisation’s most recent set of goals, and have you decided on any new targets?
CS: Our current goals remain firmly rooted in sustainable growth, improved visitor experience, and market diversification.
For 2025/26, we have set new targets to increase overnight stays, extend our average length of stay, and attract a broader demographic, including younger audiences and adventure travellers.
We are also aiming to enhance Gibraltar’s reputation as a sustainable destination by integrating more eco-conscious practices across our tourism offering.
How have you continued to evolve your promotional strategy and market Gibraltar as a destination?
CS: One of our biggest changes has been creating a greater focus on storytelling through user-generated content on social media.
We are working with creators who can authentically share Gibraltar’s unique identity, using platforms like Instagram, TikTok, and YouTube to reach younger audiences.
Our campaign assets are now being tailored for mobile-first consumption, and we have invested in analytics to better understand travel behaviours and adjust our strategies accordingly.
Can you tell us about any major new projects currently underway that are set to elevate Gibraltar’s tourism offering?
CS: We are especially excited about the comprehensive refurbishment of the Moorish Castle Complex and the WWll tunnels. These are two of Gibraltar’s most iconic heritage sites, and both are being developed into truly world-class visitor experiences.
The Moorish Castle Complex will soon feature improved interpretation, lighting, and accessibility that does justice to its rich legacy.
Meanwhile, the WWII tunnels, which are a vast network with incredible historical significance, are being enhanced with new multimedia elements and guided experiences that bring history to life in a powerful, immersive way.
Together, these projects reinforce Gibraltar’s unique position as a small destination with an extraordinary story.
“More than anything, I’m proud of how we have fostered pride in Gibraltar, not just as a tourist destination, but as a vibrant, welcoming, and multifaceted home”
The Hon. Christian Santos GMD MP, Minister for Equality, Employment, Culture, and Tourism, Gibraltar Tourist Board
Competing with so many other European destinations, what differentiates Gibraltar as a must-visit location?
CS: Gibraltar’s charm lies in its contrasts. Where else can you explore prehistoric caves, walk through WWII tunnels, meet free-roaming macaques, and enjoy Mediterranean tapas in a British pub, all in one day?
We are a cultural crossroads with stunning natural beauty, compact enough to explore easily but rich enough to keep surprising you. Gibraltar is a safe, multilingual, and welcoming destination with an authenticity that’s increasingly rare.
What advice would you give to travellers visiting the island for the first time?
CS: Come with comfortable walking shoes and a spirit of discovery. The Rock of Gibraltar is best experienced on foot – from the Gibraltar Skywalk and Mediterranean Steps to Main Street’s bustling shops and restaurants.
Also, try to speak to locals as you’ll find Gibraltarians incredibly friendly and full of recommendations.
What new trends are transforming the tourism industry in Gibraltar, and how are you utilising them?
CS: Digital transformation is a major trend, and we are integrating technology to make tourism smoother and smarter.
We’ve also noticed a shift towards multigenerational travel, so we are developing experiences that cater to families, including everyone from toddlers to grandparents.
What fresh challenges does Gibraltar’s tourism industry anticipate moving forwards, and how will you react in a positive and preventative way?
CS: Like much of Europe, we face the dual challenge of over-tourism in peak months alongside climate-related concerns. Our strategy is to spread visitor numbers across the year through off-season events and to continue investing in sustainable infrastructure.
We are also working closely with cruise operators to better manage passenger flow and local stakeholders to ensure tourism growth benefits the community whilst respecting our environment.
Moving forward, flexibility, foresight, and dialogue will be key.
What are you most proud of in relation to the tourist board and the legacy it has created so far?
CS: I am incredibly proud of how the Gibraltar Tourist Board has continued to evolve whilst staying true to our identity.
The success of our rebrand, the resilience shown since the COVID-19 pandemic, and our ever-growing visitor numbers are a testament to the dedication of our teams.
More than anything, I’m proud of how we have fostered pride in Gibraltar, not just as a tourist destination, but as a vibrant, welcoming, and multifaceted home.
Our legacy is one of storytelling, stewardship, and sincere hospitality.
