The objective of this research is to measure the economic impact of language tourism in a medium-sized Spanish city, Alicante, which has been traditionally considered a sun and sand destination on the Mediterranean coast. This analysis aims to highlight the importance of developing a tourism diversification strategy and the desirability of promoting alternative forms of tourism. This investigation demonstrates the significant economic impact that language tourism has on a consolidated tourism destination as Alicante, which is higher, in relative terms, than the impact generated by conventional tourism. Based on the findings, the implications of the study are also discussed.
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