The Crossfire Rhetoric. Success in Danger vs. Unsustainable Growth. Analysis of Tourism Stakeholders’ Narratives in the Spanish Press (2008–2019)

Tourism has always stood out in terms of economic opportunities and personal enjoyment. However, the problem of overtourism has emerged in recent years in urban contexts of cities with diversified economies. Overtourism has become—to a much greater extent than any other variable challenging the sustainability of the tourism model—an object of public debate and the media reflect this debate, which, in the case of Spain, is concentrated in the term “tourismphobia.” This paper aims to analyse the two main opposing narratives reflected in the Spanish media on the emergence of the problem of tourismphobia and that defined what was happening to influence both public opinion and public policymakers themselves. The methodological approach used is the narrative policy framework (NPF), which considers public policies as a social construct, shaped by particular ideologies, values, and worldviews that are structured in narratives. The conclusions point to the fact that even though the “success in danger” narrative was the winner, for the first time the sustainability of the country’s tourism model is being broadly questioned and by very diverse actors. It is also clear that in order to change the trajectory of consolidated tourism policies, it is necessary to build tangible public policy alternatives that can be articulated and implemented by public actors. Based on the findings of the paper, future lines of research could use the “Narrative Policy Framework” for the analysis of sustainable tourism policies or for the study of overtourism in different countries from a comparative perspective.