This political scientist and photography lover knows all the personalities of the district in-depth. To prove his knowledge, he talks about “the last crier of Granada” known as “El Madruga”. “He is very loved in the district. He gets up early, at four or five in the morning, and he starts to set the terraces of the bars, says the prices of the local market and gives always coins to people who need change. He created also his lottery with 100 numbers. The one who owns the ticket with the lasts two numbers of the national lottery wins 100 euros. I’ve never seen him seated in the last 14 years. He is also an influencer: he each day wears a different pair of glasses from an optician’s shop of the district so that the residents can appreciate the new models.”
Jago admits that his travel agency organizes an increasing number of free tours, one of the most discussed issues of the tourism industry nowadays. He supports the free tours with dedication: “Don’t judge a book by its cover. Free tours are said to cause unfair competition and to cheapen the product. We believe that such product has its own value, but other companies use it just to earn commissions from other businesses.
“Free tour guides should be competent because otherwise, the guide wouldn’t earn money. Our guides pay taxes: we send invoices to the guides for each tourist we send them. The guide has to pay a fixed price for each person, and we don’t decide or know the money that the guide earns for each tourist. Then the guides will pay their taxes as freelancer.”
In his opinion, this type of tourism is important “because it allows everybody to enjoy this cultural product and to contribute according to their possibilities, from backpackers to high-class professionals. Thanks to this model, visitors have the chance to do a first immersion in the world of guided tours, so that a young person who decides to pay 3 euros today will pay 20 euros when he becomes a professional because he already knows the value of this cultural tourism.”
Jago concludes with a peculiar consideration regarding the professional sector he works in: “Tourism grew alongside the building industry in Spain and, as such, assimilated its human, cultural and political logic. It isn’t bad to build a house, but it is bad to destroy the coast. It isn’t bad to visit a city, but it is bad to overcrowd and wear it out.
*Top photo:: Fermín Rodríguez
*Bottom photo provided by Walking Granada