Madrid: Sun, sea, sand... but what about the shopping? Spain draws 65 million tourists a year thanks largely to its beaches. Now it wants them spending on the high street.

"Spain has a major image deficit as a shopping destination," said Angela Castano of Turespana, a body promoting Spain's brand, at this week's Fitur world tourism fair in Madrid.

A record 65 million foreigners visited Spain in 2014, according to the UN World Tourism Organisation's latest figures.

Many plodded round its old cities and sprawled on its sunbaked shores -- but they didn't spend as much in the shops as Spanish businesses would like.

Shopping is an essential part of a holiday for a growing number of tourists, according to a report last year by the Madrid-based organisation (UNWTO).

That trend is being driven by growing hordes of visitors from emerging markets such as China, Russia and, in Spain's case, from Latin America.

Now Spanish companies are working to strengthen Spain's image as a shopping hub, not just a seaside destination where most visitors come in summer.

Effort to catch up with the tourists

Spanish shops are now making an effort to catch up with the tourists, said Pedro Vargas, head of international projects for the Forum of Renowned Spanish Brands, a business lobby.

Spain's best-known chain department store, the Corte Ingles, now mounts displays in English and reimburses sales tax to non-residents, he said.

It has also broadened the range of fine foods for sale in its delicatessen, to compete with the likes of Selfridges food hall in London.

"The aim is to make tourists faithful to Spanish brands," said Vargas, "so they become trend-setters when they go back home."