Geomarketing-Based Management for the Adaptation of Vulnerable Coastal Heritage from a Tourism Perspective

The Strait of Gibraltar, located between the African and European continents, has been a meeting point for Western and Arab cultures since the 15th century. This strategically important enclave faces various challenges, particularly those associated with climate change. The crucial link between weather conditions and tourist activity demands information on climatic variations from tourists, tourism managers, and public administrations. These effects give rise to a range of threats, including rising sea levels, increased temperatures, marine acidification, and changes in wave patterns, negatively impacting the tourist appeal of destinations, and diminishing economic opportunities. Considering this, it is necessary to build a Common Strategic Action Framework (CSAF) to adapt coastal heritage management to the risks arising from climate change. This approach aims not only to preserve vulnerable heritage assets, but also to ensure the sustainability of tourism in coastal communities. The main objective of this study is to propose strategic solutions to the uncertainty in adapting coastal cultural assets to rising sea levels. By integrating marketing and geography, the study aims to preserve cultural assets and promote economic activity through a system of data and spatial representations. This includes an estimation of sea level rise in two specific cases: the cities of Tarifa (Spain) and Tangier (Morocco). The result is a CSAF with 10 recommendations and strategic actions for adaptation, considering adaptive business interventions. These measures are not only intended to address the challenges of climate change, but also to take advantage of opportunities for conservation and sustainable economic development.