evolution of tourism in spain

Travel, Tourism & Hospitality

Tourism sector in Spain - statistics & facts

Who visits spain the most, how popular is domestic tourism in spain, key insights.

Detailed statistics

Quarterly travel and tourism balance of payments in Spain 2018-2022

Tourism premises in Spain 2015-2021

Tourism employment in Spain 2020-2021

Editor’s Picks Current statistics on this topic

Inbound tourism volume in Spain 2023, by origin

Tourism contribution to Spanish GDP 2006-2023

Destinations

Inbound tourism volume in Spain 2023, by region of destination

Further recommended statistics

• Premium Statistic Leading European countries in the Travel & Tourism Development Index 2023
• Premium Statistic Tourism contribution to Spanish GDP 2006-2023
• Premium Statistic Tourism sector as share of GDP in Spain 2010-2021
• Premium Statistic Monthly growth rate of tourism GDP in Spain 2022
• Premium Statistic Tourism employment in Spain 2015-2021
• Premium Statistic Tourism employment in Spain Q4 2022, by industry

Leading European countries in the Travel & Tourism Development Index 2023

Leading European countries in the Travel & Tourism Development Index (TTDI) in 2023

Contribution of the tourism sector to the gross domestic product in Spain from 2006 to 2022, with a forecast for 2023 (in billion euros)

Tourism sector as share of GDP in Spain 2010-2021

Contribution of tourism to gross domestic product in Spain from 2010 to 2021

Monthly growth rate of tourism GDP in Spain 2022

Percentage change in the contribution of travel and tourism to GDP in Spain from January to December 2022

Tourism employment in Spain 2015-2021

Number of employees in the tourism sector in Spain from 2015 to 2021 (in 1,000s)

Tourism employment in Spain Q4 2022, by industry

Number of people working in the tourism sector in Spain in 4th quarter 2022, by industry (in 1,000s)

Tourism volume and expenditures

• Premium Statistic Inbound visitors in Spain 2000-2023
• Premium Statistic Inbound tourism volume in Spain 2023, by origin
• Premium Statistic International tourism spending in Spain 2012-2022
• Premium Statistic Domestic trips in Spain 2015-2022
• Premium Statistic Domestic trips in Spain 2023, by destination
• Premium Statistic Domestic tourism spending in Spain 2015-2022
• Basic Statistic Share of travel and tourism spending in Spain 2022, by traveler origin

Inbound visitors in Spain 2000-2023

Number of international visitors in Spain from 2000 to 2023 (in millions)

Number of international tourists in Spain in 2023, by country of residence (in 1,000s)

International tourism spending in Spain 2012-2022

Expenditure of international tourists in Spain from 2012 to 2022 (in billion euros)

Domestic trips in Spain 2015-2022

Number of domestic trips in Spain in 2015 to 2022 (in millions)

Domestic trips in Spain 2023, by destination

Number of domestic trips in Spain in 2023, by autonomous community of destination (in millions)

Domestic tourism spending in Spain 2015-2022

Expenditure of domestic tourists in Spain from 2015 to 2022 (in billion euros)

Share of travel and tourism spending in Spain 2022, by traveler origin

Distribution of expenditure by tourists in Spain in 2022, by main origin

• Premium Statistic Inbound tourism volume in Spain 2023, by travel reason
• Premium Statistic Domestic trips in Spain 2022, by travel reason
• Basic Statistic Share of travel and tourism spending in Spain 2022, by purpose
• Premium Statistic Inbound trips for cultural purposes to Spain 2010-2022
• Premium Statistic Number of enotourists in Spain 2008-2022
• Premium Statistic Number of skiers and snowboarders in Spain 2010-2022
• Premium Statistic Pilgrims on the Way of Saint James 2011-2023

Inbound tourism volume in Spain 2023, by travel reason

Number of international tourists in Spain in 2023, by travel purpose (in 1,000s)

Domestic trips in Spain 2022, by travel reason

Number of domestic trips in Spain in 2022, by travel purpose (in millions)

Share of travel and tourism spending in Spain 2022, by purpose

Distribution of expenditure by tourists in Spain in 2022, by main travel purpose

Inbound trips for cultural purposes to Spain 2010-2022

Number of trips for cultural reasons made by international tourists to Spain from 2010 to 2022 (in 1,000s)

Number of enotourists in Spain 2008-2022

Number of visitors to wineries and wine museums in Spain from 2008 to 2022 (in 1,000s)

Number of skiers and snowboarders in Spain 2010-2022

Number of visitors to ski resorts in Spain from 2010/2011 to 2021/2022 (in 1,000s)

Pilgrims on the Way of Saint James 2011-2023

Number of pilgrims who traveled to Santiago de Compostela, Spain from 2011 to 2023

• Premium Statistic Tourism premises in Spain 2015-2021
• Premium Statistic Share of tourism companies in Spain 2021, by size
• Premium Statistic Main hotel groups in Spain FY2021, by sales revenue
• Premium Statistic Main passenger airlines in Spain 2022
• Premium Statistic Main travel agencies in Spain FY2021, by sales revenue
• Premium Statistic Main restaurants and food stall companies in Spain FY2021, by sales revenue
• Premium Statistic Ecotourism businesses' average revenue in Spain 2022, by type

Number of establishments in the tourism sector in Spain from 2015 to 2021

Share of tourism companies in Spain 2021, by size

Distribution of businesses in the tourism sector in Spain in 2021, by size

Main hotel groups in Spain FY2021, by sales revenue

Leading hotel companies in Spain in FY2021, based on sales revenue (in million euros)

Main passenger airlines in Spain 2022

Leading airlines in Spain in 2022, based on number of passengers (in millions)

Main travel agencies in Spain FY2021, by sales revenue

Leading travel agencies in Spain in FY2021, based on sales revenue (in million euros)

Main restaurants and food stall companies in Spain FY2021, by sales revenue

Leading restaurant and food stall companies in Spain in FY2021, based on sales revenue (in million euros)

Ecotourism businesses' average revenue in Spain 2022, by type

Average revenue of ecotourism establishments in Spain in 2022, by type (in 1,000 euros)

Main destinations

• Premium Statistic Main coastal destinations in Spain 2022, by number of hotel guests
• Premium Statistic Most visited cities in Spain 2022
• Premium Statistic Attendance to Spanish National Heritage sites 2022
• Premium Statistic Attendance to Spanish national parks 2022
• Premium Statistic Cruise ship calls at Spanish ports 2022, by authority
• Premium Statistic Enotourism destination areas in Spain 2023, by region

Main coastal destinations in Spain 2022, by number of hotel guests

Leading beach destinations in Spain in 2022, based on number of overnight tourists in hotels (in 1,000s)

Most visited cities in Spain 2022

Leading city destinations in Spain in 2022, by number of tourists (in 1,000s)

Attendance to Spanish National Heritage sites 2022

Number of visitors to National Heritage sites in Spain in 2022 (in 1,000s)

Attendance to Spanish national parks 2022

Number of visitors to national parks in Spain in 2022 (in 1,000s)

Cruise ship calls at Spanish ports 2022, by authority

Number of cruise vessels calling at ports in Spain in 2022, by port authority

Enotourism destination areas in Spain 2023, by region

Number of Wine Routes in Spain in 2023, by autonomous community

Online travel market

• Premium Statistic Quarterly online revenue of accommodation businesses in Spain 2014-2022
• Premium Statistic Quarterly online revenue of travel agencies & tours operators in Spain 2014-2022
• Premium Statistic Airbnb revenue in Spain 2015-2020
• Premium Statistic Willingness to purchase tourism services online in Spain 2019-2022
• Premium Statistic Average spend on tourism services booked online in Spain 2018-2022
• Premium Statistic Hotel / private accommodation online bookings by brand in Spain 2024

Quarterly online revenue of accommodation businesses in Spain 2014-2022

E-commerce revenue of hotels and similar establishments in Spain from 1st quarter 2014 to 4th quarter 2022 (in million euros)

Quarterly online revenue of travel agencies & tours operators in Spain 2014-2022

E-commerce revenue of travel agencies and tour operators in Spain from 1st quarter 2014 to 4th quarter 2022 (in million euros)

Airbnb revenue in Spain 2015-2020

Revenue of Airbnb in Spain in 2015, 2019, and 2020 (in million euros)

Willingness to purchase tourism services online in Spain 2019-2022

Share of individuals who intended to buy travel products and services online in Spain from 2019 to 2022

Average spend on tourism services booked online in Spain 2018-2022

Average spend on travel products and services bought online in Spain from 2018 to 2022 (in euros)

Hotel / private accommodation online bookings by brand in Spain 2024

Hotel / private accommodation online bookings by brand in Spain as of March 2024

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Spain Tourism

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• Bartolomé Deya Tortella 3  

Spain, located in southeastern Europe, has been a full member of the European Union since 1986 (Fig. 1 ). The country covers a total area of 505,990 km 2 (195,364 mi 2 ), with 47,332,614 inhabitants, and a GDP per capita of US$30,840 (€25.170). Since 1975, the headquarters of the World Tourism Organization has been in the capital city, Madrid.

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Instituto Nacional de Estadística. 2020. www.ine.es

Moreno Garrido, A. 2007. Historia del Turismo en España en el siglo XX . Madrid: Síntesis.

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UNWTO. 2020. UNWTO World Tourism Barometer . Madrid: World Tourism Organization.

World Economic Forum. 2020. The Travel & Tourism Competitiveness Report 2019 WEF.

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University of the Balearic Islands, Palma, Spain

Bartolomé Deya Tortella

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Correspondence to Bartolomé Deya Tortella .

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School of Hospitality Leadership, University of Wisconsin-Stout, Menomonie, WI, USA

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School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China

Honggen Xiao

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University of the Sunshine Coast, Sippy Downs, QLD, Australia

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Tortella, B.D. (2024). Spain Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_186-3

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Tourism in Spain

The most popular destinations in spain, development of the tourism sector in spain from 1995 to 2021.

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Regional Tourism planning in Spain: evolution and perspectives

2004, Annals of Tourism Research

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Tourism and Leisure

Spain, a world leader in tourism .

Spain leads the world in tourism. Since 2015 it has ranked in the top 3 on the World Economic Forum (WEF) podium, which awards the most competitive countries in the tourism industry from among 119 economies.

Spain  2 nd  /119

Travel&Tourism Development Index, 2024

Spain has broken its record in number of international visitors: thanks to the more than 85 million tourists arriving in Spain, every year it is recognized as the second most visited country in the world, after France. The United States and Italy follow.

Spain's success in the tourism industry is due especially to its rich cultural and natural attractions, but also to its exceptional infrastructures and services , tourism policy, an enabling operating environment and sustainability efforts. These are the five key points that the WEF considers essential to having a competitive advantage over other countries in tourism.

The tourism industry is an important engine of the Spanish economy and employment (2.8 million jobs). The strong public policies backing the industry, with public-private collaboration, and a clear orientation towards a sustainable and quality tourism model, ensure that about half of the tourism industry’s revenues come from international visitors (tourists spend around 186 billion euros).

Catalonia, the Canary Islands, the Balearic Islands, Andalusia and the Community of Valencia are the Spanish regions that welcome the most tourists. 

Margarita González

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Discover the RDI Ecosystem IN SPAIN

Why invest in the tourism and leisure industry in Spain?

Spain upholds its position year after year in competitiveness and demonstrates that this industry offers great investment opportunities.  

Second country in the world by number of visitors.

According to the World Economic Forum, Spain is second in the Travel + Tourism Development Index.

5th country in the world in UNESCO World Heritage Sites (50 sites). Historic cities, outstanding monuments and museums. 

With 53 designated Natural Areas and Natural Spaces, UNESCO declares Spain to be the country with the highest number of Biosphere Reserves in the world, followed by the United States, Russia and China.

More than 300 days of sun a year and over 2,000 km of green slopes; various ski facilities; rural activities; wellness. Spain is distinguished for the number of its  beaches awarded the Blue Flag eco-label, compared to other countries like Greece and Turkey. 

The exceptional quality and variety of Spanish gastronomy is world renowned

It has an outstanding and modern public health system with very high standards.

Infrastructures. High-level land, rail and air connectivity.Spain holds a leading position in digital infrastructures according to the European DESI Index 2023 and it is the first country in at least 100 Mbps broadband take-up.

What are the best investment opportunities?

Cultural heritage tourism, health tourism and gastronomic tourism

MICE Tourism

One of the best sources for business opportunities is digital transformation in the tourism industry. It is based around four mainstays: cloud solutions, mobile devices, the internet of things (IoT) and the sharing economy.

Cloud solutions

•  Developing new business models
• e-Commerce integration solutions and advanced customer relationship management (ERP, CRM)
• Centralization, efficiency and savings in ICT management
• Customer relations and internal collaboration models
• Insights and big data monitoring

Mobile devices

• Customization and customer service centers
• Improved experience through innovative models
• Infrastructures and access

The Internet of Things

• Smart destinations
• Automation of products and services
• Innovative experiences for niche markets

Social networks and the sharing economy

• Customer communication and relationships channel
• Online reputation and active listening
• Specialized social media
• Exchange of goods and services between companies and individuals

The objective of public institutions is to diversify the industry in order to expand the offer to tourists seeking other alternatives to sun and beaches.

Inland tourism in Spain is a business niche yet to develop. It is an upmarket industry associated with gastronomy and culture that attracts medium to high- spending visitors. Especially interesting is wine tourism, which has great potential given the allure of the sector in Spain.

While local and provincial administrations devote resources to promote it, in fact, the wine industry is highly atomized and lacks agents to coordinate and organize activities, therefore the level of business that drives this type of tourism is well below its potential. 

Spain has an established position as a destination for mice tourism (meetings, incentives, conferences and exhibitions) thanks to the country's professionalism, stability and security. Spain attracted over 10 million MICE travelers in 2023, generating an industry turnover of 13.367 billion euros.

It ranks third in world destinations with the highest meeting participation according to the International Congress and Convention Association (ICCA). In 2022 there were over 5,712 events in Spain.

Spain’s primary advantage is that it perfectly combines business and leisure ("bleisure") tourism,  but in order to maintain this position, the industry has to quickly adapt to the changes in mice tourism trends, the increase of specialization, technological innovation and continuous advancement of customized meetings.

The most popular destinations for business tourism in Spain are Barcelona and Madrid, followed by Valencia, Sevilla, Málaga and Palma. 

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The Directorate General for industrial strategy and SMEs provides information of aid and incentives to companies through this search engine

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A pioneer in introducing new Spanish destinations to travellers, it is the number one airline in Spain, carrying 50 million passengers ...

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Next stop for Spanish tourism excellence: Sustainability

Tourism is vital to Spain. The country’s natural attractions and cultural assets draw crowds from around the world—making many of its communities reliant on tourism. Pre-pandemic, Spain was the second-largest tourism destination in the world, drawing 84 million visitors in 2019 who brought over €92 billion in revenue. 1 “Spain: Economic and infrastructural situation,” Climate ADAPT, Climate ADAPT website, updated March 15, 2021; “Satellite account of tourism in Spain,” INE, January 7, 2022. Travel and tourism accounted for around 14 percent of Spain’s total GDP and provided one in eight jobs. In some communities, tourism contributed to over 20 percent of all economic activity . While these figures plummeted during COVID-19, travel and tourism is recovering and Spain remains dependent on success in tourism.

Spain’s tourism sector now faces new challenges. Fears of a global recession, and geo-political uncertainty, could put pressure on tourism. And as travel resumes in an era of high inflation, Spain will likely face stiff competition from several destinations that also offer sunshine and coastal vacations at similar, or lower, prices—Egypt, Greece, and Turkey, for example.

The sector also faces physical and economic threats due to climate change. The Mediterranean basin is getting warmer: the number of days above 37°C in southern Spain is expected to double by 2050 and rising temperatures increase the risk of drought, water stress, wildfires, and floods. 2 “ A Mediterranean basin without a Mediterranean climate? ” McKinsey Global Institute, May 2020. Extreme weather is already evident as the pre-summer season of 2022 saw temperatures climb above 40°C in Seville. 3 “Spain is hit by the hottest pre-summer heatwave for 20 years as temperatures climb to 43 C,” Euronews, June 14, 2022. An increase in the number of “too hot” days could discourage tourism, particularly in peak season. For instance, a 2022 survey by a travel insurance company found that 65 percent of UK holiday makers thought Spain would be too hot to visit by 2027. 4 Charlotte Elton, “Spain, Greece, Turkey: Most Brits think holiday hotspots will be ‘too hot’ to visit by 2027,” Euronews, September 9, 2022.

Of course, Spain’s tourism sector cannot combat climate change alone. But this backdrop underscores the urgency to act. Globally, tourism is a significant contributor to emissions, and Spain can play a role in emissions reduction. In 2019, tourism was responsible for about 11 percent of greenhouse gas emissions, worldwide. Of this, the largest emissions came from domestic and international tourism in China, India, and the United States. Compared to these top three, Spain ranks at number 16 for emissions from tourism. 5 Sustainability in travel 2021: Quantifying tourism emissions for destinations, Skift Research, June 2021. Considering the size of Spain’s tourism industry, the country compares well against these destinations, but there is room for improvement.

Spain can set itself apart by prioritizing sustainability, including environmental issues such as water usage, plastic waste, carbon emissions, and social issues such as how tourism affects local communities. Globally, travelers are becoming more aware and are seeking out vacations with less impact on the environment and on local communities. Sustainability could become a key differentiator.

Furthermore, sustainable travel could draw discerning premium travelers who will likely be willing to pay for offerings that uphold their values. But efforts to draw these travelers will need to extend beyond marketing and involve real operational changes. Gen Z travelers, in particular, don’t care what tourism businesses say about their sustainability efforts, they want to see it in practice. 6 Dawit Habtemariam, “Tourism’s sustainability pitch needs to be more subtle for Gen Z,” Skift, March 8, 2023. Gen Zs, who typically have a heightened awareness of climate change, are looking for eco-friendly accommodation options. Skift found that 38 percent of Gen Zs across the world would consider staying in green accommodation on their next holiday, compared to the 33 percent response rate of those over 25. 7 Mary Ann Ha, “Meeting the high expectations of the Gen Z traveler: New report,” Skift, June 21, 2022.

This article examines the key aspects of sustainability that are relevant to travel and tourism and suggests ways in which stakeholders across Spain’s tourism sector could prioritize and invest in sustainable offerings. Such actions can ensure that this important sector remains competitive, and help to safeguard its assets for future generations.

Spain is a leading destination, but faces strong competition and a tough operating environment

The physical and economic consequences of climate change, global economic environment, strong competition, and changing consumer preferences all put pressure on the sector. Worldwide, rising inflation could prompt consumers to cut back on travel, or “downtrade” to cheaper destinations. While “revenge travel” boosted tourism as travel restrictions eased, the threat of a looming recession could dampen appetite for travel.

European travelers want to visit beaches that are conveniently close, warm, and affordable. The largest outbound markets for sun and beach tourism include Germany, the United Kingdom, Scandinavia, the Netherlands, Belgium, and Austria. Spain is a popular destination for sun and sand, accounting for almost one-third of international overnight trips to the EU’s coastal areas in 2021. 8 Eurostat dataset: Nights spent at tourist accommodation establishments by degree of urbanization and coastal/non-coastal area, accessed January 18, 2022. But, Spain competes with other destinations, in the Mediterranean and beyond, that cater to these tourists.

Even if overall demand falls, select locations across the country are at risk of over-tourism. Pre-COVID-19, a World Economic Forum report placed Spain first out of 140 competitive countries in travel and tourism. 9 The Travel & Tourism competitiveness report 2019, World Economic Forum, September 4, 2019. The report warned that one-third of international arrivals are concentrated in the top ten countries, and this concentration can lead to severe pressure, and negative effects, on tourism infrastructure and services as well as local populations.

Several Spanish beach destinations have struggled with unruly visitors, and some cities have experienced an anti-tourism backlash in the wake of overcrowding. 10 “Irish tourist seriously injured in fall from balcony in Spain,” Murcia Today, May 5, 2022; “Why Barcelona locals really hate tourists,” Independent , August 12, 2017. Authorities have stepped in to manage the situation in specific locations. For example, in 2020, Spain introduced new laws to limit alcohol consumption at all-inclusive resorts in the Balearic Islands. 11 “Britons limited to six drinks a day in Ibiza and Majorca on all-inclusive breaks,” Evening Standard, April 29, 2022. And several cities, including Madrid and Barcelona, introduced stricter regulations for private short-term accommodation rental to tourists to protect the long-term housing market. 12 “Barcelona wants to ban renting private rooms to tourists,” Bloomberg, February 5, 2021; “Barcelona takes on Airbnb,” New York Times, September 22, 2021.

These efforts could make tourism more sustainable for the long term. But the industry itself may be adding to conditions that make tourism unsustainable for the local workforce. Seasonality is a major hurdle in this regard. The country’s core tourism destinations have high seasonality, leading to peaks and troughs in employment. Unemployment reaches around 20 percent in the low season (exhibit).

A focus on all aspects of sustainability can improve the sector’s (and the country’s) perception and reputation—and ultimately affect tourists’ willingness to visit.

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What sustainability means for travel and tourism.

Sustainability is becoming increasingly important to travelers. In 2022, Booking.com found that more than 70 percent of global travelers intend to travel more sustainably over the next year (a 10 percent increase on the company’s 2021 survey) and 35 percent said that the sustainability efforts of accommodation and transport providers play a strong role in their booking decisions. 13 Sustainable travel report 2022 , Booking.com.

But what does sustainable travel mean? According to the World Tourism Organization, sustainable tourism addresses the needs of visitors, the industry, the environment, and host communities based on three interdependent factors: 1) social sustainability (respect for the socio-cultural authenticity of host communities, support for local businesses, and levels of tourism that are acceptable to local communities); 2) environmental sustainability (measures to reduce environmental impact and preserve natural heritage and biodiversity); and 3) economic sustainability (business models that achieve economic growth without negatively impacting social, environmental, or cultural aspects of communities). 14 “Sustainable development,” UNWTO website.

By improving environmental and social sustainability, organizations across the travel and tourism value chain can strengthen their business models and reach economic sustainability. Without considering social and environmental factors, economic viability may be difficult to reach or maintain in the long term.

Several countries are taking an integrated approach to tourism development with the goal of becoming more resilient, sustainable, and inclusive. In some instances, this means adapting a country’s tourism offerings to reduce seasonality and the strain it puts on local infrastructure and resources. Increasing visitors in off-peak periods can lead to year-round jobs and businesses. For example, Slovenia has committed to 20 projects to transform mountain destinations into year-round resorts for active holidays outside of ski season. 15 OECD tourism trends and policies 2022, OECD. And Norway’s “Norway all year round” plan aims to spread tourist traffic across several locations and seasons. The plan intentionally does not market Norway as a cruise destination and aims to attract travelers in source markets who are available to travel all year round, and have the means to do so. 16 “Making Norway an all-year-round destination,” Sustainable Tourism in the North website.

Transforming the tourism workforce

New Zealand’s Tourism Industry Transformation Plan begins with a focus on the workforce as the core element of developing a thriving tourism system. The plan paves the way for better experiences for those within the industry as a way to deliver better outcomes for employees, businesses, and visitors.

The plan puts forward new ways of working, for instance, to improve employment standards and practices relating to decent pay and career progression, and to provide fit-for-purpose education and training.

Another innovation “embrace the flux, enable the flex” aims to reframe the tourism industry’s attitude to seasonality. Rather than the peaks and troughs being a barrier to attracting and retaining employees, the industry can use peaks and troughs to its advantage to upskill people, provide consistent employment, and reduce barriers to people holding multiple jobs across the year and across sectors.

One of the initiatives involves collaboration between tourism and conservation employers to help employees maintain stable employment, remain in regions with limited employment offerings, and support the wider community. It also enables tourism employees to gain local conservation knowledge and skills, and those workers can then share their expertise and insights with visitors and increase the value of the tourism offering in the region.

Source: Tourism Industry Transformation Plan: He Mahere Tiaki Kaimahi, Better Work Action Plan, New Zealand Government, March 2023.

Other country-level social and economic sustainability initiatives focus on the tourism workforce. New Zealand recently launched a transformation plan aimed at improving conditions for those who work in the tourism industry, as a basis for transforming the entire sector (see sidebar “Transforming the tourism workforce”).

Travel businesses have also taken steps to reduce the effects of seasonality on the local workforce, for example, by sharing staff. In Geneva, the Ice Castles attraction that has a four-month winter season shares staff with the Lake Geneva Ziplines & Adventures company. This provides extra work and helps to retain staff at both businesses each season. 17 Nathan Andrew, “How to maximize the value of tourism shoulder season,” Blend, August 2021.

The social, environmental, and economic aspects of sustainability are intertwined in global consumers’ perspectives. Booking.com respondents around the world said they chose sustainable options because they wanted to reduce their impact on the environment, have a more locally relevant experience, or believed that sustainable properties treat communities better. 18 Sustainable travel report 2022 , Booking.com.

Spanish respondents held similar views on sustainability as their global counterparts—they are concerned about waste and energy consumption, and 79 percent intend to walk, cycle, or take public transport during future trips. Respect for local communities is important, too, as 68 percent want authentic experiences that are representative of local culture. In addition, 68 percent will go out of their way to avoid popular destinations and attractions to avoid contributing to overcrowding. 19 Sustainable travel report Spain 2022 (Informe Global Sobre Turismo Sostenible 2022) Booking.com.

Considering that in 2019, 45 percent of tourism spend in Spain was domestic, Spanish traveler sentiment is particularly relevant to Spain’s tourism offerings, for locals and international tourists alike. 20 Global travel service data from Oxford Economics.

Globally, hospitality providers may be at risk of not meeting customer expectations around sustainability as there is a gap between what consumers want and what exists in the market. An earlier Booking.com survey spanning 30 countries—Spain being one of them—found that one-quarter of accommodation providers had not implemented any sustainability measures; and for those that had, only one-third actively informed their customers about the measures they had taken—and this usually happened at check-out. 21 Sustainable travel report 2021, Booking.com.

Taking action on sustainability (and actively communicating what has been done) could bridge this gap, attract new travelers, and help Spain’s tourism sector to flourish while doing good for local communities and the planet. Much of McKinsey’s research on sustainability shows that doing well and doing good are not mutually exclusive —these actions reinforce each other. Industry-wide commitment to sustainability could help to differentiate the sector, and respond to consumer needs, thereby increasing the chances of economic sustainability.

How sustainability-related initiatives provide a unique experience

Destinations around the world have demonstrated that environmental and social sustainability initiatives can protect resources and promote local communities—and become flagship projects that garner international recognition and draw visitors looking for meaningful and authentic travel experiences.

• A Dutch partnership between national NGOs and local communities created a new way to maintain beaches without threatening biodiversity. The initiative involved locals and tourists and led to a new certification method, a first around the world. In 2021, Goeree-Overflakkee was awarded the first “Green Beach” certification, and in 2022 became known as the cleanest beach in the Netherlands. 1 “Green Destinations top 100 stories 2022: Together for a new standard in biodiverse green beaches,” Green Destinations website.
• The Greek region of Attica was named the world’s leading sustainable tourism destination in 2022 by the World Travel Awards based on its cultural wealth, natural beauty, modern infrastructure, and the comprehensive plan implemented by the region in order to turn Attica into the first “green” region. 2 “World's leading sustainable tourism destination 2022,” World Travel Awards website.
• Visitors to Hiiumaa island in Estonia usually rely on private cars to visit key attractions. To provide visitors with a lower-carbon mobility option and a more authentic, nature-based experience of the island, a local entrepreneur created an electric bicycle network (including solar power loading stations) which has become popular with tourists and locals. 3 “Green Destinations top 100 stories 2022: Carbon neutral and local, new opportunities in tourism and public transport in Estonian’s green island Hiiumaa,” Green Destinations website.
• In Istria, Croatia, around half of tourists stay in small, private accommodation. Eco Domus is a certification program that teaches private accommodation providers sustainability practices on topics including water, food, health, and light and noise pollution. The aim is to provide better quality, and more sustainable, local offerings. 4 “Green Destinations top 100 stories 2022: Eco Domus, eco-friendly accommodation,” Green Destinations website.

Of course, taking action requires time, resources, and investment. Individual hotels or tourism businesses may have little incentive to redefine core offerings or invest in infrastructure to demonstrate that sustainability is important to them. But businesses that begin to differentiate themselves could reap the benefits. Many destinations in the region provide examples of how sustainable offerings can become a drawcard for visitors, and earn international acclaim and prestige (see sidebar “How sustainability-related initiatives can offer tourists a unique experience”).

The path toward eco-friendly travel in China

Actions to advance sustainability across spain’s tourism sector are emerging.

Spain developed a Sustainable Tourism Strategy 2030, a national agenda to help the tourism sector address medium- and long-term challenges including socioeconomic and environmental sustainability. 22 “Sustainable tourism strategy of Spain 2030,” Spain’s Ministry of Industry, Trade and Tourism. Even though this national sustainability strategy is in place, there are limited mechanisms to help small businesses partake and contribute. This is particularly challenging as small- and micro-sized businesses make up the vast majority of all businesses in the country’s tourism sector. According to Statista, micro-size businesses account for around 92 percent of Spain’s travel, tourism, and hospitality businesses. Small businesses make up just over 7 percent, and medium and large businesses account for the remaining half a percent. 23 Statista, Distribution of businesses in the tourism sector in Spain in 2020 by size, June 2022.

This fragmentation can halt progress and collective action, for instance in emissions reduction. Spain’s large hospitality providers are making efforts to reduce carbon emissions, and many are pioneers in the field: Melia opened Menorca’s first carbon-neutral luxury hotel in 2022, showcasing carbon-neutral operations, “intelligent” energy-efficient buildings, and circular models for water resources. 24 Tom Otley, “Melia opens Villa Le Blanc By Gran Meliá in Menorca, Spain,” Business Traveller, July 20, 2022. Iberostar has committed to becoming carbon neutral by 2030—a target that is 20 years ahead of many other international hospitality brands. 25 “Iberostar will be carbon neutral by 2030, 20 years ahead of the industry’s global target,” Iberostar press release, November 8, 2022.

In general, smaller and medium-size providers’ goals and targets are less ambitious than those of international peers, presumably because the economic benefits of such actions are unclear, or they may fear first-mover disadvantages like higher costs. Various Spanish hotel chains have committed to reducing emissions by 20 to 35 percent, with timelines ranging from 2030 to 2035. By comparison, many international brands have committed to net zero by 2050 and have strict measures in place to achieve this.

According to the Greenview Hotel Footprinting Tool, which calculates the carbon footprint of a hotel stay anywhere in the world, Spain is among the best-performing countries in terms of low-carbon room footprint and meeting footprint. While this tool points to a strong focus on water-, waste- and emissions-reduction in Spanish hotels, it is difficult to assess what actions many smaller hotels and other tourism businesses are taking on the sustainability front.

Sustainable tourism in Valencia

Valencia claims to be the first city in the world to track the carbon footprint of all tourism activities in the city and has committed to achieving carbon-neutral tourism by 2025. 1 “Valencia becomes the first city in the world to verify and certify the carbon footprint of its tourist activity,” Valencia Tourism official website, July 10, 2020.

Valencia’s official tourism website features sustainable tourism as a key element and makes sustainable offerings visible. For instance, the website encourages visitors to reduce emissions by taking public transport or traveling by bicycle and to support the local economy by shopping at smaller, local stores. It also offers tips on how to be a “responsible tourist who is committed to the environment at all times” such as using energy and water sparingly, recycling, reducing plastic, and respecting local residents.

In this way, the city has positioned itself as “the city taking care of the planet” and made sustainability its differentiating factor.

Even though there may not be concerted and unified action on social and environmental sustainability across the sector, success stories exist of initiatives being put in place that make sustainability a key differentiator (see sidebar “Sustainable tourism in Valencia”). Sector-wide efforts could increase investment into sustainable offerings, make these more visible to tourists, and ultimately position Spain as the destination of choice for sustainable travel.

How Spain could become a sustainable destination of choice

Individual travel and tourism businesses’ environmental and social sustainability efforts need to achieve critical mass if Spain is to become known as a leading destination for sustainability-conscious travelers. These actions are also vital to preserve the sector’s economic sustainability. Collective and concerted action is required to build momentum. All stakeholders have a role to play in addressing the sector’s rationale for action, setting a clear course, and developing the support structure to achieve it.

Identify the value at stake. The sector could take a high-level view to evaluate the status quo, benchmark where Spain could be, and quantify the costs and benefits of prioritizing sustainability throughout the sector, at scale. All stakeholders including policy makers, government, and industry could jointly develop a sustainable travel concept for the sector with a clearly articulated justification for action.

Costa Rica provides an example of a national tourism strategy focused on sustainability. The industry is aligned with national objectives to protect the country’s forests and biodiversity. National parks, nature reserves, and protected areas make up around one-quarter of Costa Rican territory and the sector promotes ecotourism and sustainable offerings that support the conservation of these areas. 26 “Costa Rica, a country committed to the environment,” Aquae Fundacion, July 6, 2021.

Spain’s stakeholders could also agree on industry-wide standards, as having these in place would likely accelerate the transition to sustainable tourism. Standards that align the motivations of different stakeholders and take into account the interests of all parties have a greater chance of adoption. For example, including mandatory sustainability criteria in the hotel star rating system could bring the motivations of hotel owners and operators into alignment. 27 “The path toward eco-friendly travel in China,” McKinsey, March 14, 2023. Setting unified sector sustainability targets could also boost the credibility of sustainability claims or commitments made by individual businesses.

Define a strategy. This includes establishing initiatives to address specific concerns such as decarbonization, water usage, waste management, or overcrowding and setting targets and practical actions to achieve them. For instance, one initiative in Costa Rica—as part of its conservation effort—is a ban on single-use plastic in national parks, biological reserves, and national monuments. 28 “Costa Rica, a country committed to the environment,” Aquae Fundacion, July 6, 2021.

In another example, Iceland set a strategy to reduce seasonality—a long-standing challenge for Icelandic tourism. In 2010, close to half of travelers visited the country during the summer months of June, July, or August. The travel industry, with support from the government and others, launched an international marketing campaign to promote Iceland as a year-round destination. Winter activities such as viewing the Northern lights, snowmobiling, and glacial treks became popular with visitors. Between 2010 and 2019 the share of tourists that visited in summer fell from around 50 to 34 percent, while tourist arrivals continued to grow. 29 Icelandic Tourist Board, Isavia, visitor departure statistics.

Once the strategic direction is set, sector-wide initiatives can be put in place. In New Zealand, a collaborative and concerted effort involving public and private organizations gave rise to the Tiaki Promise, a pledge that encourages visitors to take care of the country’s natural resources: “While traveling in New Zealand, I will care for land, sea, and nature, treading lightly and leaving no trace; travel safely, showing care and consideration for all; and respect culture, traveling with an open heart and mind.” One collaborator in the initiative, Air New Zealand, released an in-flight safety video that introduced the promise to travelers. 30 Kresentia Madina “The Tiaki Promise encourages tourists to care for New Zealand’s nature,” Green Network, August 26, 2022.

It is also important to rank individual measures to address challenges to ensure that competing priorities do not hinder progress. Collective action will have the most impact if all stakeholders are committed to the same issues.

Many travel and tourism businesses across the world have developed and successfully marketed sustainable products and services, such as low-impact tourist offerings that are less harmful to the environment or local communities. In fact, many travel guides publish editions dedicated to sustainable offerings. 31 Examples include Fodor’s Green Travel: The world’s best eco-lodges and earth-friendly hotels and Lonely Planet’s The sustainable travel handbook . Spain’s tourism providers could follow suit. And the sector could make travelers more aware of existing sustainable travel options through communications campaigns to draw sustainability-conscious travelers from across the globe.

Travel and tourism businesses could also extend sustainability efforts across their value chains. Examples include working with suppliers to ensure linen and towels are sustainably produced, procuring energy-efficient equipment, or engaging local communities by sourcing local food suppliers. There are also opportunities for businesses to collaborate and design sustainable offerings that combine products and services, such as sustainability-focused tours featuring carbon-neutral accommodation, electric ground transportation, and trips to local businesses.

Globally, hotel chains have partnered with sustainability-related businesses or action groups to advance their own sustainability initiatives. These actions also help to strengthen the hotel’s brand and reputation for sustainability consciousness. For instance, the luxury hotel, resort, and spa operator Six Senses partnered with the United States Coalition on Sustainability and the action platform SustainChain in an initiative to remove single-use and disposable plastics from its operations. 32 “Six Senses is the first hospitality brand to partner with the United States Coalition on Sustainability and SustainChain,” Six Senses press release, April 26, 2021. And as part of its pathway to net zero, the Radisson Hotel Group partnered with Ecovadis, a sustainability ratings provider, in a collaboration that aims to extend the EcoVadis rating to the group’s global supply chain. 33 “Radisson Hotel Group increases focus on supply chain sustainability; announces partnership with Ecovadis,” Radisson Hotel Group press release, December 16, 2021.

Spanish tourism and hospitality providers might consider similar collaborative partnerships and initiatives to build momentum for industry-wide action and raise global travelers’ awareness that Spain is committed to sustainability.

Provide guidelines and support. Smaller businesses may lack the knowledge or resources necessary to act on sustainability. Actions could be taken to bridge knowledge gaps and secure funding, at government or industry association level. Funding programs, incentive schemes, or financial instruments can accelerate adoption of sustainable solutions, especially for smaller businesses. For example, South Africa’s Green Tourism Incentive Program targets small tourism businesses like lodges and guest houses. The program funds water- and energy-efficiency assessments and recommends the optimum green solution for the business. The bulk of the cost to implement the solution is also funded by the program. 34 “The Green Tourism Incentive Programme,” Industrial Development Corporation, October 4, 2021.

The industry could also draw on available resources and convene stakeholders to share knowledge and expertise. For instance, the World Tourism Organization provides resources and guidelines for building a circular economy, reducing food waste, and tackling plastic pollution. 35 “Sustainable development,” UNWTO website.

Regulation could be put in place to support change. Regions or cities could look to establish regulations that ensure tourism activity is environmentally and socially sustainable. Progress has been made in this regard, as the Law on Circularity and Sustainability in Tourism, approved by Parliament in May 2022, made the Balearic Islands the first sustainable destination by law. 36 “Balearic Islands, sustainable tourism is now a law,” Excellence Magazine, June 21, 2022. This regulation protects seasonal tourism workers, considers local residents’ quality of life (for instance by blocking an increase in the number of beds for the next four years), reduces waste, and protects natural resources. It will also introduce a hotel classification system based on the concrete actions taken to promote sustainable tourism.

Regulatory bodies and industry associations could also support business owners with guidance, encourage implementation through incentives, and enforce regulations through penalties for non-compliance.

Spain’s tourism sector has an opportunity to further develop existing sustainability efforts, thereby protecting the future of the sector. A sector-wide focus on environmental and social sustainability can also act as a key differentiator and draw visitors who are consciously trying to travel more responsibly. Furthermore, all stakeholders could benefit if existing initiatives, and new investments, are made more visible and attractive to tourists.

Javier Caballero is a partner in McKinsey’s Madrid office, Margaux Constantin is a partner in the Dubai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Daniel Riefer is a partner in the Munich office.

The authors wish to thank Lisa Kropacek for their contribution to this article.

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Please note you do not have access to teaching notes, mapping the evolution of tourism research: the spanish case.

Journal of Historical Research in Marketing

ISSN : 1755-750X

Article publication date: 14 December 2023

Issue publication date: 15 February 2024

This study aims to appraise the historical evolution of tourism research focused on Spain. Firstly, an analysis was conducted to assess the production and impact of research within this domain. Secondly, scientific mapping, specifically through co-word analysis, was used to identify and explore the principal research themes and their evolution in the field.

Design/methodology/approach

A historical approach was adopted in this study, using 1,100 bibliographic records obtained from the Scopus database. Science mapping was then conducted through co-word analysis of bibliographic data.

The results of the performance analysis provide insights into the volume, evolution and impact of the scientific documents published within the research area under investigation. Moreover, by adopting a longitudinal approach, science mapping through co-word analysis enables the definition of the intellectual structure within this research domain. In this regard, the main research themes are identified, conceptually assessed, and their evolution is examined across three distinct window periods: an initial research period (1972–2002), a growing research period (2003–2012) and a consolidation period (2013–2022).

Originality/value

The study provides a state-of-the-art position on tourism research related to Spain thus guiding future studies in the area. Furthermore, this study provides a comprehensive “snapshot” of the historical progression of tourism research in Spain, capturing the emblematic aspects that have emerged within the area over the investigated time period.

• Historical research methods
• Science mapping
• Co-word analysis

Martínez-Navarro, J. , Campayo-Sánchez, F. and Ostrovskaya Fedorova, L. (2024), "Mapping the evolution of tourism research: the Spanish case", Journal of Historical Research in Marketing , Vol. 16 No. 1, pp. 96-121. https://doi.org/10.1108/JHRM-07-2023-0030

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A history of Spain and it’s tourist evolution

• 3 years ago

“I would sooner be a foreigner in Spain than in most countries. How easy it is to make friends in Spain!” – George Orwell

From the early days of Visigothic rule, during the medieval period, to today’s vibrant and ever-popular tourist destination, Spain can weave a striking tapestry of rich history. With its influences stretching across the oceans, Europe’s Southernmost territory has, itself, developed from a hotchpotch of various rules and cultures throughout the ages. If we are to focus on the successes of Spain as a tourist destination, it is important to take a brief look at the early history of this remarkable kingdom, and from where its many customs and influences originate.

Spain’s story begins around 200 BC, when it is initially under Roman rule. The Roman name for this nation is Hispania, hence the etymology of the word Espana can clearly be seen. We can then fast forward to the 6th century, when the Visigoth king, Euric, set about extending his territory Southwards from the Pyrenees mountain range. By the next century, Spain is under complete Visigoth rule, with its capital city of Toledo being situated in the centre of the country. Not long after the establishment of this kingdom, the Visigoths are driven from Toledo, and indeed, lose power to Arabic tribes who have made the short journey by sea from the Northern tip of Africa. The first stable period to speak of is under Umayyad rule, when Prince Abd-al-Rahman establishes Spain as a major Muslim civilisation. During this period, the Southern city of Cordoba becomes a formidable and revered city of the middle ages. The distinguished Mosque – La Mezquita – that was built under Abd-al-Rahman’s rule, still stands today, and although somewhat changed, since the Renaissance period, it remains a notable tourist attraction.

After much political and regional upheaval between Muslim and Christian forces, Spain had been conquered and reigned over by both Germanic and Moorish rulers, throughout the middle ages. Taking centuries for a major period of stability, It was as late as the 15th century that the long-awaited reconquest finally arrived, through the marriage of Catholic Monarchs, Isabella and Ferdinand. In 1492, the Moors were defeated with the fall of their final stronghold of Granada, and Spain was re-established as a Christian kingdom, albeit with much Moorish influence that survives to this day, particularly in architecture. Coinciding with the fall of Granada, we see the initial rise of the infamous Spanish Inquisition, during a time of religious intolerance where the persecution of Jews and Muslims was used to drive out or forcibly convert them to Catholicism. It is believed that approximately 3000 people were executed in the name of the Inquisition.

The reign of Ferdinand and Isabella led to the birth of a new Spain, one which went on to become a colonial empire. It is during this period of history that Spain’s linguistic and cultural legacy, particularly in South America, was initiated. Today, there are in excess of 500 million Spanish speakers, due to those first forays into new lands by the Kingdom of Spain and her people. Christopher Columbus is perhaps the most well-known figure of this age. In fact, his reaching of the Americas was around the same time as the fall of Granada, and the return to Christian rule. Notably, the revered Spanish Armada was birthed during this early-modern era; a fleet of ships that attempted an unsuccessful invasion of England. It is widely accepted that this period of Spain’s history is one of phenomenal success, a time when it was regarded to be Europe’s most powerful Kingdom, and indeed, a world power for well over a further century.

Looking towards more modern times and the dawn of a fledgling tourist destination, we initially see the Spanish civil war taking place between 1936 and 1939. It was in 1939 that General Franco, a dictator and conservative, took the title of: Caudillo of Spain – a military landowner who exercised political power through totalitarian authority; Spain was now a dictatorship. It wasn’t until 1975, after the death of Franco, that, backed by Spanish constitution, King Juan Carlos took the throne, and democracy was restored. The beginnings of a tourist industry could now begin to flourish, and flourish they did; today, Spain is ranked second in the world, in terms of being a foreign tourist destination. With millions of visitors in 2015, it was globally the third most-visited country.

Regarding the importance of tourism to Spain’s economy, the industry generates 11% of the country’s GDP, making it a major and important boon to Spanish society. As it stands, alongside some of Spain’s recent economic difficulties, tourism continues to flourish, and is therefore a precious and significantly vital commodity. Initially, it was General Franco, himself, who pioneered the tourism boom, by revoking the need to obtain a visa to enter the country. The devaluation of the peseta was also a contributing factor, driving down the cost for those wishing to visit Spain. Mass tourism was born, and with the upcoming advent of package holidays, Spain was in the driving seat, ready to cash in on its vast unspoiled coastlines, and bustling towns.

“Spain is Different”. This slogan was the original tag line, and utilised under Franco’s rule, to promote the country as a popular destination for holidays and breaks. It certainly proved to be successful giving rise to a 40% increase in visitors, taking the total to around 4 million. Success continued to rise at a phenomenal rate, and by 1975, foreign visitors numbered around 30 million. The peaceful fishing villages dotted along the lingering coastline were beginning to develop into family-friendly resorts, boosting local economies and further funding the rise of hotels and new resorts. One fishing village in particular enjoyed a staggering rise from what it was back then, to what it has become now. Benidorm was perhaps the original blueprint for developing a sleepy village into a renowned holiday mega-resort. It is a fantastic case study to take a look at, as one can almost trace the entire evolution of Spain’s tourist industry through this single location’s journey to the top.

In the 18th century, Benidorm, on the Eastern coast of Spain, was renowned for its fishermen who were regarded as the best in the country. Tuna was a particularly sought-after fish, and the success of the local fishing industry in supplying large amounts of it, made for a strong economy. This success further strengthened the village, when sailors and captains would set up base in Benidorm for the purposes of shipbuilding and repairs. With the decline of the local fishing industry in the 1950’s, the local authorities decided to focus on the development of tourism in the area. Firstly, avenues of small hotels were built, and native Spanish tourists began taking holidays there. This soon expanded to include holidaymakers from Britain, Germany, and Holland. Being a resort on the Costa Blanca, the most significant development that triggered Benidorm’s rise was the opening of Alicante airport in 1967.

Over the next ten years, modern jet airplanes were continually developed, enabling an increase in air traffic for leisure reasons. The affordability of taking a flight to another country was now within reach of many families, and with a local airport, Benidorm, and the Costa Blanca, was booming. In 1977, Benidorm set a record that still stands today, an astonishing 12 million visitors in one year. For a former fishing village, with a population of around 60,000, this figure was clearly a testament to the astounding success of the plans set in motion 20 years earlier. Today, Benidorm continues to welcome millions of tourists every year. It is home to countless high-rise hotels, one of which is the tallest in Europe. With a reputation for sunshine, on-the-beach fun, and affordable nightlife in its many bars and clubs, cabaret being a major attraction, it remains extremely popular with holidaymakers from various countries.

The various Costas, or coasts, of Spain have been an origin to many a holiday-destination search. Each one comprises a collection a resorts and cities, and usually a local airport. As well as Costa Blanca, which we have already taken a look at, such original growth was paralleled in the Costa Brava, a region that includes Barcelona, a major magnet for tourism in its own right. The area was earmarked for major development as a tourism hotspot in the 1950s. With the success of Benidorm in mind, many towns and villages on this Mediterranean coast were developed much like their Costa Blanca counterpart. Notably, these resorts were Tossa de Mar, Lloret de Mar, and Blanes. Served by Girona airport, built in 1965, the Costa Brava is another significant example of former fishing-industry-focused towns and villages changing direction to take advantage of the riches of tourism. In the early 2000s, budget airline, Ryanair, selected Girona as one of its major European hubs, greatly enhancing the amount of air traffic to the area.

Spain’s warm climate has played a major role in the success of its tourist industry. As well as the mainland, there are also the Balearic Islands of Majorca, Menorca, and Ibiza, which are all major tourist destinations. For those looking to take holidays in the cooler winter months, Spain can also offer the year-round warmth of the Canary Islands, an archipelago off Africa’s West coast. The Canaries’ triumph as a Spanish holiday destination began around the same time as the boom started in mainland Spain. Firstly with Franco’s plans to open the proverbial doors to tourists, and secondly, with the advent of modern air travel. The islands of Tenerife, Gran Canaria, and Lanzarote in particular took great advantage of the opportunities that the mainland was enjoying. A great success in their own right, these tiny islands successfully welcome approximately 9 million tourists each year, contributing to Spain’s continuously impressive tourist industry.

Although the major pull of Spain’s tourist industry is predominantly beach and resort destinations, marketed as package holidays, city breaks and cultural tours have grown in stature over the past 25 years. In 1992, the historic capital city of Catalonia – Barcelona, opened its doors to the world when it hosted the Olympic Games. The billions of dollars that the month-long event generated led to further development of the city and its infrastructure. The Olympic village was key to the city developing the area around the sea, which in turn facilitated many local hotels, that had previously been run-down, to be renovated and modernised. In effect, the games were a major factor in the unsurpassed growth of Barcelona as a city. Subsequently, it became one of Europe’s most visited cities, alongside London, Rome, and Paris. To this day, Barcelona’s location on the Costa Brava has contributed to the continuing growth of tourism in the region.

As we can see, from medieval times, to its modern day status as a tourist industry superpower, Spain has grown from feudal beginnings, into a major travel destination. It has overcome civil war and dictatorship, to become one of the planet’s biggest sociological influences. By utilising its natural beauty, developing its cities and coastline, and promoting its culture, Spain has ensured its economic evolution, which is still sustained to this day. In 2015, over 54 million foreign visitors entered Spanish territories. 30 million of these travellers came from the nearby countries of France, Germany, and the UK. The World Economic forum, in 2015, published the Travel and Tourism Competitive Index, in which Spain ranked number-one out of 141 countries of the world, with regard to the power of their respective tourism industries. Generally, the Spanish people, being mindful of the economic importance of visitors, provide a warm welcome to tourists and holidaymakers, on their shores. The deep history of the integration of different races and nationalities, coupled with the creation of various colonies and societies has influenced the Spaniards into becoming a tolerant, warm, and welcoming people. That alone is a good reason why so many people enjoy taking annual holidays in this beautiful and quite striking country, time and again.

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Sustainable tourism strategy of Spain 2030

Objective of sustainable tourism strategy of spain 2030.

The government of Spain, through the secretariat of state of tourism, is developing the strategy of Sustainable Tourism of Spain 2030, a national agenda of tourism to meet the challenges of the sector in the medium and long term, and promote the three pillars of sustainability: socio-economic, environmental and territorial. It has promoted a participatory process are getting the sector and the autonomous communities.

The objective of the new strategy is to lay the foundations of the transformation of the spanish tourism into a sustained and sustainable growth, which will enable us to maintain its position as a world leader. The new model, will be supported in improving the competitiveness and profitability of industry, natural and cultural values spreads destinations, and the equitable distribution of benefits and burdens of tourism.

As a document prior to the design of this strategy of Sustainable Tourism is now presented this report, which defines the strategic guidelines of this new agenda, to analyse the challenges ahead that will face the tourist sector in the next decade.

The future strategy of Sustainable Tourism of Spain 2030 is a compromise and a plan which should contribute to the achievement of the Agenda of the ODS 2030 of United nations.

Why is it necessary to produce a new strategy of tourism?

Spain is a world leader in the tourism sector, and constitutes one of the main pillars of our economy, source of income (provides 11.7 per cent of gdp) and employment generation, used to 12.2 per cent of all in Spain.

It takes 40 years to drive the growth of this sector. Over the last few decades the strategies have been evolving, tourism “ sun and beach ” strategies that focus more on quality. However, the industry now faces new challenges, profound changes in social and productive sectors, which require a new vision and the adoption of new formulas allowing this sector to maintain and strengthen its results.

Foundations for a new model of sustainable tourism

The strategy proposes a model of growth for the next few years based on the following principles:

• Sustained economic partner , which should work in favour of competitiveness and profitability of the sector, products and accelerating the process of transformation.
• Preservation of natural and cultural values , on the basis that the conservation of our extensive cultural and natural heritage is a priority objective.
• Social benefit in order to achieve a sharing of benefits in the sector, and challenges such as the depopulation of rural areas in Spain.
• Participation and governance support, participatory governance mechanisms between the state and the competent authorities at all levels.
• Permanent adaptation given that this is not only look to the quality and improvement, but also to enable the industry has responsiveness to the new environment of constant change.
• Leadership , which aims at strengthening the role of Spain as a world leader in the sector.

Strategic axes

Set the objective and the foundations of the Plan defines the five strategic priorities of the new government's Agenda for the tourist industry.

• Collaborative governance.
• Sustainable growth.
• Competitive transformation.
• Tourist area, companies and individuals.
• Product marketing, tourism and intelligence.

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The post-pandemic evolution of the tourism sector in spain.

The year 2020 was marked by the economic and social impact of the COVID-19 pandemic, and the Spanish territory was no exception. Now, two years later, do you know how the tourism sector is doing in Spain? Read on to find out how it is evolving!

Effects of the Pandemic on the Tourism Sector in Spain 2020

COVID-19 infections and travel restrictions have had negative consequences throughout the country, both in the health sector and in tourism. The percentage of tourists was reduced by about 77% during 2020.

Likewise, during the months of July and August 2020, tourist activity was estimated at barely 20%, even dropping to 10%, while hotel occupancy could not even reach 50% of its maximum capacity.

On the other hand, Social Security enrollment in December 2020 registered a 13.7% drop, not to mention that tourism entrepreneurs’ estimates implied at least two years of decline in the level of turnover.

In order to reduce the number of infected people and deaths latent in the pandemic, mobility restrictions were one of the most important measures to be taken during most of the year.

In this sense, the decision also had a negative impact on the tourism sector in Spain, as it caused a drop in air traffic of passengers wishing to enter the country.

You may also be interested in: Requirements for travel to Spain [2022].

And what do the statistics say?

According to Statista, a total of 76 million passengers were witnessed during 2020, compared to the 275 million recorded in 2019, representing an economic blow to Spain after six straight years of tourism growth.

With regard to the entry of tourists by air, we can mention a drop of around 80% and a greater impact on the major Spanish airports such as Palma Mallorca, Barcelona El Prat and Elche-Alicante.

The annual record of tourists to Spain did not reach 19 million in 2020, with the United Kingdom being one of the coming destinations with the highest impact of about 82.4% less than in 2019.

Finally, we cannot forget the impact on the hotel sector during the pandemic, while some remained open to accommodate workers fighting the virus, many others chose not to open their doors to the general public.

In addition, travel agencies in Spain suffered a year-on-year reduction of 74.5%, and a loss of at least 9,000 jobs was estimated for the date.

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The recovery of Spanish tourism: relevant figures

We cannot deny the strong impact that COVID-19 had on Spain. However, now that we are in a post-pandemic era, the estimates are much better and a recovery in Spanish tourism can be noted.

According to SiteMinder’s World Hotel Index Organization, Spain is one of the countries currently showing the best tourism development, ranking ahead of the global average.

Thus, the tourism sector in Spain is driven by an increase in hotel occupancy in 2022, with the volume of bookings being 106% higher than in the pre-pandemic period.

This fact is accompanied by other indicators that contribute to the recovery in Spain, such as the increase in the arrival of international tourists to the country. During the recent month of July and August (2022), airline ticket bookings turned around and exceeded 20 million.

Similarly, in March 2022, for example, at least 4 million tourists were received, which means an increase of 72% compared to what was obtained before the pandemic.

The Minister of Industry, Trade and Tourism, Reyes Maroto, affirms that this year has seen a consolidation in the recovery of the tourism sector in Spain and that, moreover, it is expected to continue to intensify in the remainder of the year.

Likewise, the Easter season in this April 2022 represented a positive climate in the Spanish hospitality industry, with air capacity exceeding 29 million euros during the months of April to July.

In the case of the United Kingdom as an issuer of tourists to Spain, there is also a favorable change for the economy and the recovery of the sector. Thus, in March 2022, Spain received 827,000 travelers from this destination.

On the other hand, we continue to speak of a tourism evolution when analyzing the expenditure made by tourists, after the restrictions established in Spain that strongly slowed down the income of this sector.

In this sense, according to the National Institute of Statistics, the interest of foreign travelers in taking Spain into account as a tourist, vacation or business destination can be noted.

Thus, the average expenditure of tourists received in March 2022 is estimated at 1,257 euros, which translates into an annual increase of 13.6%, above that obtained in 2019. Similarly, total spending exceeded 5,000 million and reached 84% more with respect to pre-pandemic levels.

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Spain’s tourism potential is picking up again, after the effects of the COVID-19 pandemic. So, if you are thinking of visiting the country for tourism, recreational or business purposes, visit our blog first and find out more news about Spain this 2022.

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Evolution of tourism in Spain

The “boom” of the tourism in spain.

The tourists

The promotion of Spain

Foreign tourists

“Spain is different”

Economic crisis

Sun and sand tourism

Olimpic Games of Barcelona

European tourists

Spain everything “NEW” under the sun

“Marca España”

The evolution of the trasnports

New millenium

The evolution of Internet

The 2.0 web

Barcelona protesters spray visitors with water: Why has Europe fallen out of love with tourism?

Thousands of Barcelona residents have taken to the streets to protest overtourism.

Around 3,000 people from over 140 organisations took to the streets of the Spanish city on Saturday afternoon, spraying tourists with water and shouting "tourists go home". Hotel and restaurant entrances were symbolically closed off.

They are calling for action before a summer season that experts say will set new records in the city and the wider region of Catalonia. Barcelona is Spain's most visited city receiving 12 million people a year, many of whom arrive via cruise ship .

Rising visitor numbers are putting pressure on health services, waste management, water supplies and housing at the expense of residents. Increased construction of hotel and housing developments is endangering historic sites, biodiversity and natural resources.

The city council has recently voted in favour of increasing its tourism tax up to €4 per person from October.

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Recently, frustrations have boiled over in several other European honeypot destinations compelling local authorities to address and reassess the relationship between tourists and residents.

From outspoken graffiti to hunger strikes, here’s how destinations suffering from overtourism are pushing back.

Spain’s tourist hotspots struggle to manage housing crisis

One of the most pressing impacts of overtourism in Spain now is the lack of housing and soaring rent prices for residents.

Málaga locals expressed their frustration earlier this year by plastering the centre of the Spanish city with stickers on walls and doors, telling visitors what residents think of them.

They range from the fairly mild “this used to be my home” (antes esta era mi casa) and “this used to be the city centre” (antes esto era el centro) all the way to “go f*cking home” (a tu puta casa), “stinking of tourist” (apestando a turista).

The city on the Costa del Sol has long been a popular destination for foreign visitors, thanks to its sunny climate and relatively low cost of living. But with digital nomads now also piling in, the housing situation has become critical.

The ‘sticker initiative’ was started by bar owner Dani Drunko. Speaking to a local newspaper Diario Sur, Drunko explained that he began the campaign after he was “kicked out” of the home he’d lived in for a decade.

He claimed that the landlord refused to negotiate the rent or even sell him the property because he wanted to turn it into a short-term rental for tourists.

It is a story echoed throughout the country, where landlords have evicted long-term residents in favour of holidaymakers or pushed rents up so only high-earning digital nomads can afford them. Protests have taken place this year across the country from Ibiza to Malaga and Menorca.

The Canary Islands are experiencing a similarly drastic situation.

Activists say the over 10 million foreign visitors that holiday on the archipelago each year are ruining life there. Locals are reportedly sleeping in cars and caves due to soaring house prices.

One local organisation said the islands are “collapsing socially and environmentally” under the pressure from mass tourism .

A report from Ecologists in Action warned that almost 34 per cent of the local population - nearly 800,000 people - is at risk of poverty or social exclusion.

Residents go on hunger strike over hotel development in the Canary Islands

Constructing accommodation and services for the floods of holidaymakers to the Canaries is also putting pressure on land use, waste management, water supplies and biodiversity.

An activist group on the Canary Island of Tenerife went on hunger strike over the construction of two new hotels in April this year. They called it off after 20 days after officials showed 'zero interest' in their plight, the strikers said.

Authorities had halted work on Hotel La Tejita and Cuna del Alma in Tenerife’s Puertito de Adeje over environmental breaches but construction has recently resumed.

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• ‘Go f*cking home’: The European cities where locals are fighting back against overtourism

Canarias Se Agota (Canaries Sold Out) and Canarias se exhausta (The Canary Islands are exhausted) helped organise demonstrations on 20 April in Tenerife, Gran Canaria, Lanzarote and La Palma under the tagline ‘The Canaries have a limit’.

Tens of thousands of residents came out to protest against mass tourism with signs reading "People live here" and "We don't want to see our island die".

Demonstrators in Tenerife said they want the island to impose a limit on tourist arrivals.

"The authorities must immediately stop this corrupt and destructive model that depletes the resources and makes the economy more precarious," Antonio Bullon, one of the protest leaders, told Reuters.

“The Canary Islands have limits and people's patience too.”

Residents have also resorted to putting up fake ‘closed to overcrowding ’ posters and stickers in an attempt to deter tourists in popular locations.

Venice residents protest new entry fee

Venice is another destination that has long grappled with unsustainable tourist numbers .

Again, the most damaging effect now is the ever-increasing spread of short-term rentals - as of last year, there are more tourist beds in the city than residents.

Locals are facing a shrinking pool of properties to rent and extortionate rates.

“Every day, people with very serious housing problems arrive at our desks: homeless people (often with a job), disabled people who live on high floors without a lift, people who live in damp and dilapidated houses, even declared unhygienic by the state health system,” says Susanna Polloni from the Venice-based Solidarity Network for Housing.

Venice council has earmarked €27.7 million to repair and redevelop around 500 apartments in the historic centre, islands and mainland.

But there are reportedly around 2,000 properties currently lying empty which Polloni says could have been renovated a long time ago if funds had been better managed.

Activists protested the introduction of the new €5 day-tripper entry fee on 25 April. They said they want a different vision for the city which doesn’t put tourism front and centre.

Over the first 11 days that the visitor fee was in force - from 25 April to 5 May - the city sold 195,000 tickets raising a total of €977,430. The sum greatly exceeded expectations but is still less than the cost of setting up the online booking system, informational campaigns and ticket checks - €3 million according to Italian newspaper Corriere della Sera.

Members of Venice’s Social Assembly for Housing and the Solidarity Network for Housing have criticised council spending on the day-tripper fee .

“It is a further advance towards the Venice that we do not want, the "museum city", a step towards the normalization of this image, which is all the more dangerous the more it enters the international imagination,” says Polloni.

“This measure will help make it even more concretely real. A city empty of residents and soul, given that the tourist monoculture is now devouring everything needed for the life of a city: housing, protected employment, public services, neighbourhood shops and crafts.”

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After the trial period, the fee may be increased to €10 per day. There are also fines of up to €300 for those who try to visit without a ticket.

The demonstrators are just some of many Venetians who consider the housing plan drawn up by the municipality to be insufficient.

The council has said proceeds from the entry fees will go towards services that help the residents of the city including maintenance, cleaning and reducing living costs.

But critics say it will do little to moderate the influx of tourism which in turn is one of the main factors in the depopulation of Venice .

Austrian village builds fence to block tourist selfies

Last year also saw residents go to extreme measures to make their feelings heard.

The stunning backdrop to the town of Hallstatt in the Austrian mountains is thought to have inspired Disney’s Frozen.

Because of this, over a million tourists descend on the destination every year with many wanting to snap a selfie with the famous view.

Last year, residents of the town became so frustrated they put up a fence to stop visitors from taking pictures.

It was later removed due to backlash on social media but it was hoped that the barrier would prevent people from gathering in one popular selfie spot and disrupting residents by making too much noise.

Spain 2024 Digital Decade Country Report

Spain's performance towards the Digital Decade targets and objectives.

In 2023, Spain made notable progress in the use of Artificial Intelligence (AI) by enterprises, although challenges persist for some indicators related to the digitalisation of business, including the take up of cloud. While the number of ICT specialists in employment remains low, the general level of basic digital skills among the population has increased.

Two main strengths or areas of progress 

Adoption of ai by entreprises.

Spain brings a positive contribution to the EU’s Digital Decade target, and shows a very strong dynamic. 9.2% of Spanish enterprises had adopted AI solutions in 2023, which is above the EU average of 8.0%. In addition, Spain’s average annual growth (9.3%) is almost four times the EU average (2.6%).

Basic digital skills

In 2023, 66.2% of the Spanish population had at least a basic level of digital skills, above the EU average of 55.6%. 

Two main weaknesses or areas to improve

Adoption of cloud by entreprises.

Spain shows a very limited dynamic in the take-up of cloud services. 27.2 % of Spanish enterprises use cloud services, which is well below the EU average of 38.9%. In addition, Spain’s growth rate (0.4%) is below the EU rate (7%).enterprises.

ICT specialists

As a percentage of the total employed population in Spain, 4.4% are ICT specialists, below the EU average of 4.8%. Moreover, the country sets a target that is lower than the EU expectations in its national roadmap.

Spain's Key Performance Indicators

Spain’s Digital Decade strategic roadmap

The Spanish roadmap demonstrates that the country plans a significant effort to achieve the Digital Decade objectives and targets. It set targets for 13 out of the 14 key performance indicators (KPIs), that are overall aligned with the EU values, except for basic digital skills, which surpasses the EU target, and ICT specialists, which stands slightly below the EU ambition level. Spain plans to allocate a total budget (excluding private investments) estimated at EUR 26.7 billion (1.8% GDP) .

Digital rights and principles

The Special Eurobarometer ‘Digital Decade 2024’ reveals some positive trends, with 60% of Spanish respondents trusting affordable high-speed internet and 62% being satisfied with the level of digital skills. However, concerns have risen significantly, with only 36% of Spanish respondents believing the EU protects their digital rights (-13% compared to 2023, and 9% below the EU average), 61% worried about the online safety for children (+21 points compared to 2023), and 53% concerned about control over their personal data (+17%). These findings underscore the need to reinforce digital rights at national level.  

Country-Specific Recommendations

Spain must improve its performance towards the Digital Decade targets and objectives, to foster competitiveness, resilience, sovereignty, and promote European values and climate action.

Digitalisation of SMEs

Continue the efforts to support the digitalisation of enterprises, in particular to foster the adoption of advanced technologies (AI, data analytics, cloud).

Digitalisation of public services

Continue efforts to digitalise public services and further promote their use. 

ICT Specialists

Continue implementing efforts to achieve a greater number of ICT specialists, designing incentives schemes to attract and retain them, and increasing the visibility and readability of training and reskilling options.

For more information and the full list of recommendations, please consult the report . 

More on the 2024 Digital Decade Report

Digital decade 2024 report: country fact pages.

Check out the progress of all Member States and extracts of country-specific recommendations.

Last update

11 July 2024