Spotlight on Spain: Navigating the evolving landscape of a tourism powerhouse

Since the 1950s, Spain has been at the forefront of tourism. But now the sun-kissed country is posting record visitor numbers, attracting tourists like never before and from all across the world.  

A recent report from the Spanish Government showed that more than 25.6 million tourists visited Spain in the first four months of 2025. That’s a 7.1 per cent increase on the previous year. 

It’s well-established that Spanish tourism is evolving with a surge in sustainable travel and unique, authentic cultural experiences. But how can hotels and travel businesses in Spain leverage this recent shift? From focusing on eco-friendly practices and tailored long-term stays to immersive local offerings, we take a detailed look at how to attract discerning visitors seeking more than just a beach holiday.

Spain's enduring appeal

What's driving record tourism to Spain?

Spain’s historic allure as a premier global tourism destination is a combination of time-honoured factors and emerging trends. Since the 1950s, the country has been at the forefront of package tourism. It began its tourism boom captivating visitors from Northern European countries, sunshine, beaches, diverse landscapes and world-class cuisine proving a major draw for holidaymakers across the continent.  

Still, recent years have seen an explosion in growth for Spanish tourism. This can be attributed to several overarching trends and factors. These are: 

Diversification of visitors

Spain has traditionally relied on European visitors. However, in recent years, the country has successfully expanded its reach. There’s been a major increase in visitors from the Americas and Asia, driven by economic recovery in these regions. There has been a significant increase in US flight routes and Asia became the fastest growing tourist segment in Spain, with nearly 94 million arrivals.   

Competitive pricing

Despite rising hotel rates around the world, Spain has maintained a competitive edge in tourism service pricing compared to its main rivals. This flexibility allows it to cater to a wide spectrum of travellers, offering both luxury and affordability without compromising on quality.

Lengthening of peak season

Spain’s excellent climate has enabled its tourism industry to extend its peak tourism season. There have been notable increases in arrivals during May and October, when the weather is still warm and there are fewer crowds than in the height of summer.

Less focus on summer

Spanish tourism marketing has seen an increase in promoting inland and cultural destinations, appealing to travellers who seek unique experiences away from crowded beaches. This is exemplified by the tourist board’s current “Think You Know Spain? Think Again” campaign

Tourism of excellence

Spain actively promotes a form of tourism that prioritises environmental respect, cultural appreciation, and authentic local immersion. It even has a sustainable tourism strategy in place. This all helps to attract visitors who seek enriching, authentic experiences, valuing personal growth and avoiding mass tourism. 

Perception of geopolitical stability

Travellers from all over the world are prioritising safety and security when choosing their holiday destination, with the Middle East, North Africa and the United States all affected.  In an increasingly uncertain world, Spain's perception of geopolitical stability is a significant draw. 

These emerging trends have led to a notable increase in expenditure per tourist – up 0.9 per cent from last year to reach €187, according to the report from Spain’s Ministry of Industry. Meanwhile, research by CaixaBank shows that tourists spent between 45 and 50 per cent more in summer 2024 compared to summer 2019.

How to harness a success story

Spain has seen explosive tourism growth in recent years. Visitors from all over the world have flocked to a country where treasured traditions, gastronomic heritage, stunning natural beauty and diverse adventures all offer unforgettable travel experiences. Spain’s continued dominance as a tourism powerhouse is down, in no small part, to five cornerstones of cultural identity.

World-beating gastronomy

Spain’s culinary scene is at the forefront of its tourism dominance. The catering sector makes up 3.9 per cent of the Spanish economy, while Spain accounted for 5.1 per cent of the global culinary tourism market in 2023. From old-world tapas bars to avant-garde Michelin-star gastronomy, Spain covers the whole gamut of gastronomic excellence. As a hospitality brand, you can leverage the legacy of El Bulli, the Michelin-starred dining sensation in San Sebastián, or the charm of local eateries to create unique, immersive client programmes. Imagine curated food tours or exclusive food festivals and dining events that showcase Spain's rich culinary heritage and innovative spirit, providing truly unforgettable moments for visitors to Spain.

Festivals

Beyond world-renowned spectacles like Las Fallas in Valencia and La Tomatina in Buñol, the soul of Spain shines through at its local festivals. Increasingly, travellers are looking for immersive experiences that reflect the lives of the locals. Spain is the perfect destination for these kinds of experiences. Tap into the authentic spirit of these vibrant, community-driven events – perfect for showcasing your brand's connection to genuine Spanish culture. What may seem like a small, community celebration to you could in fact be the authentic experience your guests are looking for. All the better if it’s not been widely discovered yet. 

Viniculture

Showcase Spain’s exceptional viniculture and showcase Spain tourism at its authentic best. Beyond the well-known regions of Rioja and Priorat, look to Terra Alta in Catalonia and Rías Baixas in Galicia. In fact, there are 139 official wine designations in Spain, so you’re sure to be able to find a nearby vineyard to celebrate. Consider hosting vine-to-glass events, offering private tastings or even arranging bespoke experiences at vineyard estates. These immersive experiences can help boost brand recognition and foster strong relationships. It doesn’t matter if your wine region isn’t the best known, there is always a story to tell, from wineries cultivating once-forgotten varieties to historic properties that have been in families for generations.

Religious history and architecture

Spain's rich heritage extends from the mesmerising Gaudi masterpiece, the Sagrada Familia in Barcelona, to Moorish wonder, the Alhambra, in Granada. Valencia’s cathedral is said to house the Holy Grail and the Camino de Santiago is the thousand-year-old network of pilgrimage routes to the city of Santiago de Compostela. There is a lot to be said for religious tourism, but many of these sights and experiences have crossed over from the religious to the cultural. They are just the kind of points of interest and immersive activities that today’s travellers are looking for. They want a good story, a sense of fulfilment of achievement and the chance to experience something new. Seek out experiences to offer guests looking to enjoy the country’s endlessly fascinating cultural tapestry.

Natural beauty

Inland from its sun-kissed coastlines, Spain's wonderfully diverse landscapes offer unique experiences, from the dramatic peaks of the Picos de Europa to the country’s many National Parks. These outdoor playgrounds provide the perfect backdrop for a memorable visit to Spain. The Spanish Tourist Office is actively promoting these areas and regions, taking people beyond the beaches. If you become involved in promoting experiences such as spotting bears in Asturias, hiking Andalucia’s Sierra de Aracena or perhaps seeking out the olive groves of Jaen or the famed Iberian ham of Extremadura, you are helping people connect to the land. You are also more likely to find support from local tourist boards and organisations that are delighted to have Spain’s lesser-known landscapes and heritage celebrated.   

Weaving green into gold

Spain is increasingly prioritising sustainable tourism, driven by the government's mid-to-long-term strategy – Estrategia Sostenible España 2030 (Spain Sustainable Strategy 2030). This national agenda is designed to address the most pressing modern tourism challenges. This initiative aims to cultivate a balanced and robust tourism model, with a focus on socio-economic, environmental, and territorial sustainability.

This focus on protecting Spain’s natural environment and rich culture is critical for the long-term success of Spain tourism. It also enhances opportunities for travel businesses. By aligning the national strategy with their own business objectives, travel companies can attract eco-conscious and ethical tourists. This not only increases visitor numbers but also appeals to a demographic known for higher spending, ultimately leading to a more prosperous and responsible Spanish tourism sector.

Regional renaissance

Local initiatives are reshaping Spain's tourism landscape, creating a diverse, robust and sustainable sector beyond typical tourist trails. This has created a regional renaissance driven by strategic local efforts and investments in cultural infrastructure aimed at attracting tourists to a wide range of destinations, not just the typical hotspots. These are areas you can get involved in helping drive change in Spain’s tourism sector and uncovering lesser-known experiences that discerning travellers want to enjoy. Initiatives include:

Sustainability

Many regions are prioritising sustainable tourism to alleviate pressure on popular sites. This includes promoting off-season travel and investing in eco-certified accommodations. The Balearic Islands, for example, have implemented a Sustainable Tourism Tax, directly funding environmental and cultural preservation projects. The projects themselves are a great way to communicate to guests how they are helping enrich communities and you may even find opportunities to help guests get involved in a more direct way. 

Cultural and Experiential Tourism

Tourism boards are increasingly focusing on immersive cultural experiences. This involves developing cultural routes, showcasing local traditions, and encouraging resident engagement. Palma's recent campaign exemplifies this by involving residents in activities traditionally associated with tourists, boosting local pride and integration. These sorts of experiences are just what today’s travellers are looking for, presenting an opportunity to engage both guests and the local community. 

Diversification

Regions are leveraging their unique local character to diversify beyond traditional industries. Castilla-La Mancha, for instance, has expanded its economy beyond agriculture by attracting visitors interested in rural tourism experiences, capitalising on its natural and cultural heritage. Despite this, it is still one of Spain’s least-visited regions, creating a prime opportunity for positioning itself as a brand showing lesser-known Spain. These combined efforts are creating a dynamic and resilient tourism map for Spain.

Balancing the boom

Spain's allure is undeniable. Yet, the country’s most popular destinations face the huge challenges that come with over-tourism. Managing visitor flows for balanced, sustainable growth is crucial, especially in light of recent anti-tourism protests. As a travel brand, it’s never been more important to become an active part of local cultures, align your brand values with those of the local community while communicating these values transparently. 

In line with the Spain Sustainable Strategy 2030, the country has begun to prioritise a tourism model that benefits both visitors and residents. The Spanish government has made big investments to support sustainable tourism in Spain. The Competitiveness and Modernisation Plan has provided a record amount of €3.4 billion to improve tourism destinations and make them more sustainable. This has led to an array of Spain tourism success stories, including: 

• The Balearic Islands' Sustainability Tourism Tax generated over €133 million in 2023.

• Benidorm reduced its water consumption by 18 per cent over 25 years, despite a 40 per cent population increase.

• Spain proudly holds the most Blue Flags (749) of any country in the world, including 642 beaches, 101 marinas and six tourist boats.

• Barcelona's crackdown on short-term holiday lets supports local housing sustainability and benefits boutique hotels.

Spain in the spotlight

The boom in tourism to Spain presents both challenges and opportunities. While tourist revenue is vital, preserving Spain's unique cultural and natural beauty is essential. Tourist destinations in Spain must implement sustainable and ethical practices that celebrate local culture, history and heritage. 

Spain is showcasing the ideal way to navigate overtourism, demonstrating how a country can effectively combat potential pitfalls while harnessing the benefits of tourism. The tourism powerhouse is showing that a focus on luxury and authentic cultural immersion opens up opportunities for tour operators as well as hotels and experience providers.

With collaborative thinking and widespread respect for the country’s roots, Spain can attract an increasing number of visitors, encourage year-round travel, and boost overall spending, thereby ensuring a more balanced tourism industry. 

The focus on luxury and authentic cultural immersion proves that a targeted, high-value strategy is the solution to overtourism. As a Spain-based agency with expertise in appealing to foreign markets, Peregryn Agency can partner with your team. We work to refine your brand's unique messaging, develop niche luxury offerings, and build a resilient, year-round business model that maximizes both positive impact and revenue.