Quite apart from all the physical improvements it is making, San Antonio is also making adjustments to its idea of the desirable customer. At the moment roughly half their tourists come from the UK. Much as the town is grateful to the British, it appears to want fewer of them. "It was a mistake to dedicate so much of our effort to the British market", said Senor Linares.
They want people with more money. The average expenditure, or 'spend' in marketing terminology, by a San An package tourist on a two week holiday is scandalously little.
Above all, they don't want any more louts. As as anyone who read a newspaper in the summer will know, San Antonio gained a reputation as a place where a certain type of British male liked to come for his holidays. The UK press was crammed with stories of drunk and disorderly Brits roaming the streets at 4.00 a.m. and puking in the fountains, beating up Germans and terrorizing old ladies who made the mistake of walking home through the wild West End.
Some people think it's too little, too late and taking too long. Nobody wants cheap all-in package tours anymore, they say, and if they did they wouldn't come to a place where you can't see the sea from your high-rise hotel for a forest of other high-rise hotels. "San Antonio has panicked," said Brian Newman. "In my view all they're doing is putting gold-plated hinges on the door after the horse has well and truly bolted".
The above is taken from Paul Richardson's 'Not Part of the Package', a book written in 1991. Amazing that we're still having the exact same conversation every summer nearly 30 years later. The only thing that seems to have changed is that it's now way more than half the tourists in San Antonio that are British, and that gratitude that was still evident in 1991 has probably long gone.