Spain confirms its status as a high-quality, responsible tourism destination

Press Release – July 28, 2025

Spain strengthens its status as a high-quality, sustainable tourism destination

• Travelers increasingly appreciate the authentic experiences, sustainability, culture, gastronomy, and safety that Spain offers.

• Statistics indicate a strong and sustainable recovery in international tourism, with growth in visitor spending, travel volume, and air connectivity.

• Air connections are continuously improving, reinforcing Spain's status as an accessible and valued destination both within Europe and in long‑haul markets.

• Studies covering 42 source markets, commissioned by Spain’s network of tourism offices abroad, are available in Spanish on the Turespaña website.

Market studies confirm Spain’s appeal

Spain has positioned itself as a safe, sustainable, and high‑quality tourist destination relative to its competitors. In source markets, Spain is seen as a stable and well-known destination with a strong reputation and high satisfaction. Its overall image is positive, associated with friendliness and hospitality, nature, leisure offerings, lifestyle, and safety.

This is evidenced by the market studies for 2025 recently published by the Tourism Institute of Spain (Turespaña). These annual studies provide an extensive analysis of tourism development and trends across 25 key source markets such as the UK, Germany, France, the United States, China, Brazil, and 17 other countries.

The studies show a strong and sustained recovery in international tourism to Spain, reflected in growing travel numbers, visitor spending, and air connectivity. Travelers increasingly value authentic experiences, sustainable tourism, culture, gastronomy, and the safety Spain offers. Improving air links further strengthen Spain’s position as a reachable and desirable destination in Europe and long-haul markets.

According to the studies, 2025 presents opportunities for diversification, particularly in less‑visited destinations and products such as sports tourism, rural tourism, language travel, and sustainable tourism experiences. However, challenges remain, including economic uncertainty (inflation, exchange rates), rising transport and accommodation prices, and increasing concern over climate change and mass tourism.

Key trends

Among the trends observed in studies of different markets, the sector's solid recovery stands out, with an increase in total and average spending per tourist in multiple markets; seasonality remains in the summer, although travel capacity extends throughout the year.

Reasons for traveling include relaxation, disconnecting, cultural experiences, and sustainability. Spain maintains an image as a safe, hospitable destination with a diverse offering in terms of nature, culture, and leisure. Challenges include the economic situation, inflation, rising prices, and the effects of climate change.

Snapshot of key source markets

• United Kingdom remains the largest market, with nearly 18.4 million visitors to Spain in 2024 and €22.55 billion in spend. UK travelers favor sun and beach, book early, and value sustainability. Spain is seen as friendly, safe, and gastronomically appealing.

• Germany is the second-largest market, setting records in travel volume and spending. German travelers seek wellness, culture, and nature, booking digitally and preferring sustainable, authentic offerings.

• France: Domestic travel still dominates, but international trips to Spain are growing: Spain's proximity, climate, and good value-for-money are key selling points.

• United States: As a leading long-haul market, 2024 saw record transatlantic travel and spending. Spain maintains a strong reputation and is one of the most preferred destinations.

• China: Now the world's largest outbound market, Chinese visitors travel to Spain via organized tours that are well‑planned, typically combining culture, cities, shopping, and gastronomy.

• Brazil: Spain is the second most popular European destination after Italy. Brazilian travelers value culture, gastronomy, and leisure options.