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| Crowds at Carnival in Santa Cruz de Tenerife in 2024 |
Professor of Tourism at the European University, José Serrano, analyses the impact of Carnival on the economy and tourism at a global level
Carnival is one of the most important cultural and festive events in the world, with a significant impact on tourism and the economy of the regions that celebrate it. Destinations such as Rio de Janeiro, Santa Cruz de Tenerife, Cádiz, Venice or Barranquilla mobilize millions of visitors and generate millionaire income for the tourism, trade and transport sectors. In addition, this festival is an important source of employment, creating thousands of direct and indirect jobs in each city where it is celebrated.
"Rio Carnival, for example, attracts more than 1.5 million tourists each year, generating an economic impact of more than 900 million euros. In the case of Tenerife, the economic impact of the event in 2024 was estimated at 39 million euros, with a hotel occupancy of 85.7%," explains José Serrano, professor of Tourism at the European University. "In addition, in Tenerife it is estimated that this festival generates more than 2,000 direct jobs and 5,000 indirect jobs, which is an important boost for the local economy," he adds.
The profile of the Carnival tourist varies depending on the destination. In Brazil, an international public with high purchasing power predominates, while in cities such as Cádiz or Santa Cruz de Tenerife, attendees are mostly national, although with a growing presence of Europeans. "In Tenerife, 35% of attendees are international tourists, which reflects the global appeal of this festival," says Serrano.
In addition to its economic impact, this festival plays a key role in the cultural identity of each region. "The Carnival of Tenerife has a clear influence from the Brazilian one, with spectacular parades and troupes, while in Cadiz the chirigotas and satirical criticism stand out", says the professor from the European University. In both cases, tradition and local creativity make these celebrations a unique tourist attraction.
Likewise, the Carnival fulfils a relevant social function, allowing communities to express their values and demands through music, dance and satire. In many cities, this festivity is the result of centuries of history and cultural evolution, with elements that have been transmitted from generation to generation. In addition, the costumes, crafts and musical genres associated with the Carnival reinforce the sense of belonging and identity of the population, becoming representative symbols of each destination.
The rise of social networks has contributed to the expansion of the Carnival as a global phenomenon. "Platforms such as Instagram and TikTok have allowed millions of people to discover and become interested in these events. The hashtag #CarnavalTenerife has exceeded 50 million views, which translates into an increase in visitors," the expert points out.
However, overcrowding also poses challenges. "The challenge for organisers is to balance the growth of tourism with the conservation of the cultural essence. Sustainability is key to ensuring that this celebration continues to be an economic driver without losing its authenticity," concludes José Serrano. To achieve this, measures such as capacity control, efficient waste management and the promotion of decentralised events can be implemented. The professor of Tourism at the European University believes that "limiting access to certain areas may be necessary in some cases to avoid overcrowding and guarantee an optimal experience for attendees." To which he adds that, "Carnival is a reflection of the cultural identity of each city and proper management can turn it into a sustainable and enriching tourist engine for residents and visitors."
«El carnaval, de fiesta tradicional a negocio millonario», por José Serrano