Mention Spain to potential holidaymakers and they may be forgiven for immediately picturing a budget holiday destination, offering nothing but sea, sun and sangria. This remains to be true to an extent, however with recorded figures indicating plummeting tourist numbers, Spain is in the process of giving itself a makeover in an attempt to attract a different type of tourist.

In their current plan to become a more up-market destination, tourist authorities are trying to dispense with the image of concrete high-rises, overcrowded beaches and cheap and nasty chips and pie, ‘just like home’.

Granted, this may seem like a steep order. But beneath this stereotypical imagery, it is not difficult to find more appealing attractions for the authorities to promote. Spain has a rich and vibrant history, with some extraordinary scenery to explore. There are several UNESCO world heritage sites to visit, in addition to impressive vineyards and unique architecture and museums to enjoy.

The head of Spain’s Hotel and Catering Federation (FEHR), Jose Maria Rubio, was reported to say, "It is time to look for customers with high purchasing power because there is plenty to offer them."

Another source stated, “The UN World Tourism Organisation says Spain lost its spot as the second-most visited country in the world to the United States last year -- while tourism still plays a crucial part in the struggling Spanish economy.”

The country has been noted to be the pioneers of the ‘holiday in the sun’ package deal for the last five decades, with this in mind, this new marketing incentive should not be an impossible task for them to accomplish.