The present paper analyses the seasonal concentration on the Andalusian coastline, a Spanish Mediterranean coastal destination characterised by its high seasonality in the summer months. The analyses were conducted by separating tourists according to their main travel motivation, and distinguishing sun and sand tourists from cultural and other segments tourists, based on their place of origin and on the coast they visited. The quantitative tools applied included the additive decomposition of the Gini index and the calculation of the relative marginal effects. The proposed methodology serves as a useful tool for tourism managers and administrators interested in reducing seasonality, since it facilitates the identification of tourists segments that can effectively contribute to the reduction of seasonal concentration. Among the main results for the studied area, it was found that given the heterogeneity of the groups of tourists (both domestic and foreign), it was much more effective to separate tourist segments by their main travel motivation. The cultural segment was the most favourable for deseasonalisation, especially within domestic tourists, since with foreigners the same deseasonalising effect was not present in all the coasts analysed.

Recent policy from the European Union has attempted to justify social tourism initiatives on the basis that they lead to a more sustainable tourism industry. However, the majority of latest research in the field has been focused on the benefits for participants, with the addition of some evidence on the economic impacts of such programmes on destinations, which have pointed towards sustainability outcomes including: a longer tourism season, more even spread of demand, and longer periods of employment for tourism workers. Yet there is a lack of direct evidence linking such programme to these outcomes. This paper aimed to explore this important disconnect between policy assumptions and evidence-based outcomes through an analysis of the deseasonalising effects of the Spanish social tourism programme for older people. The research found that this programme does have an effect on the seasonal nature of employment and economic activity in most regions studied, but that the huge volume of demand from international tourists in the high seasons masks the quantitative effects in the regions with the highest seasonal concentration of international tourists. Recommendations for policy and practice in sustainable tourism are made that are transferable to many countries and regions that adopt social tourism programmes.