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Spain’s 85.1 million foreign visitors last year set a tourism record

FILE - People sunbathe on a beach in Barcelona, Spain, Sunday, March 12, 2023. Spain received a record 85.1 million international tourists in the 2023, a 19% increase from the same period last year, the country’s National Statistics Institute has reported. The figure is up from 83.5 million in 2019, the year before the COVID-19 pandemic hit the travel industry worldwide. (AP Photo/Emilio Morenatti, File)

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MADRID (AP) — Spain received a record 85.1 million international tourists last year, 19% more than the year before, the National Statistics Institute reported Friday.

The number of foreign visitors in 2023 surpassed the 83.5 million who went to Spain in 2019, the year before the COVID-19 pandemic ruled out most leisure travel.

The U.K., France and Germany sent the highest number of tourists to Spain last year.

The National Statistics Institute said Spain’s income from foreign tourists reached 108.7 billion euros ($117 billion) in 2023, an increase of 25% from the previous year. Tourism accounts for 12% of the country’s gross domestic product.

The northeastern region of Catalonia, including Barcelona , followed by the Balearic Islands in the Mediterranean and the Canary Islands off North Africa were the top destinations.

France, Spain and the United States have been the world’s three top tourist destinations for many years.

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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National Statistics Institute publishes FRONTUR and EGATUR figures

Spain closes 2019 with new record for inbound tourist numbers and spending over 92.2 billion euros

News - 2020.2.3

Spain closed 2019 with a figure of 83.7 million inbound tourists, up 1.1% on 2018, while spending rose by 2.8% to 92.28 billion euros. Both figures set new records.

These are the main figures from the Tourist Border Movements (Spanish acronym: FRONTUR) and Tourist Spending (Spanish acronym: EGATUR) surveys drawn up by the National Statistics Institute.

The State Secretary for Tourism, Isabel Oliver, welcomes "the positive figures that 2019 close with, achieving a new record in terms of inbound tourist numbers and spending, thus showing the dynamic nature of tourism in a year not without difficulties, such as Brexit and the bankruptcy of Thomas Cook. These wonderful figures allow us to go into 2020 with solid foundations and in the confidence that we have a strong sector capable of maintaining Spain's position as world leader in tourism competitiveness".

Tourist arrivals

In 2019, the main emitting markets were the United Kingdom, with more than 18 million inbound tourists, 2.4% down on the previous year; Germany, with almost 11.2 million (down 2.1%), and France, with 11.1 million (down 1.2%).

Among the other emitting markets, there was noteworthy growth in tourism from the United States (up 12.6%), Russia (up 6.9%), and Ireland (up 6%).

By national destination, Catalonia was the most visited region, with almost 19.4 million tourists, up 0.8%, followed by the Balearic Islands, with almost 13.7 million tourists, down 1.2%, and the Canary Islands, with more than 13.1 million tourists, down 4.4%.

There was also noteworthy growth in the Region of Madrid, which received 7.64 million tourists in 2019, an increase of 7% on 2018.

Increase in spending

The main destination autonomous regions to enjoy the highest spending figures were Catalonia (with 21.33 billion, up 4.1%), the Canary Islands (with 16.87 billion euros, down 1.4%), and the Balearic Islands (with 14.88 billion euros, up 0.8%.

The Region of Madrid also posted a noteworthy rise of 12.6%, with 10.45 billion euros.

In terms of emitting markets, tourists from the United Kingdom spent the most in the year, with 17.99 billion euros (up 0.2%), followed by Germany, with 11.72 billion (down 2.1%) and France, with 7.6 billion (up 2.6%).

Non official translation

Ministerio de Industria, Comercio y Turismo

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Spain sets tourism record with 85.1 million foreign visitors in 2023

Spain received a record 85.1 million international tourists in 2023, 19% more than the year before, according to the latest figures from the National Statistics Agency ( INE ) has said.

The number of foreign visitors in 2023 surpassed the 83.5 million who went to Spain in 2019 , the year before the COVID-19 pandemic ruled out most leisure travel.

The UK, France and Germany sent the highest number of tourists to Spain last year.

The INE also said Spain’s income from foreign tourists reached 108.7 billion euros in 2023, an increase of 25% from the previous year. Tourism accounts for 12% of Spain’s gross domestic product.

Catalonia, including Barcelona , followed by the Balearic Islands in the Mediterranean and the Canary Islands off North Africa were the top destinations.

France, Spain and the United States have been the world’s three top tourist destinations for many years.

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Catalonia declares drought emergency that affects six million residents

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Spain Factsheet

Discover the total economic contribution that the Travel & Tourism sector brings to Spain and the world in this data-rich, two-page factsheet.

Discover the total economic contribution that the Travel & Tourism sector brings to the Spain’s economies and to the world in this data-rich, two-page factsheet.

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Factsheet details

This factsheet highlights the importance of Travel & Tourism to Spain across many metrics, and features details such as:

• Contribution of the sector to overall GDP and employment
• Comparisons between 2019 and 2023
• Forecasts for 2024 and 2034
• International and domestic visitor spending
• Proportion of leisure vs business spending
• Top 5 inbound and outbound markets

This factsheet highlights the importance of Travel & Tourism to the Spain across many metrics, and features details such as:

• Contribution of the sector to overall GDP and employment in the group and globally
• Contribution of the sector to overall GDP and employment in the region and globally

This factsheet highlights the importance of T&T to this city across many metrics, and features details such as:

• Contribution of the sector to overall GDP and employment in the city
• Comparisons between 2019, 2020 and 2021, plus 2022 forecast
• Proportion of the T&T at city level towards overall T&T contribution at a country level
• Top 5 inbound source markets

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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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Best places to visit in spain.

Spain's dynamic metropolises, breathtaking beaches and cultural offerings are second to none, making the country an undisputed stop on many travelers' European vacation itineraries. With so many varied destinations, each with its own celebrated sites and unique hidden gems, it may be hard deciding which cities are worth visiting. U.S. News factored in sights, culture, seasonality and expert opinion to come up with the best places to visit in Spain for all types of travelers – from city slickers to beach bums to outdoorsy types. Have an opinion? Vote below to influence next year's ranking.

Santiago de Compostela

Costa brava, san sebastian, canary islands.

In addition to being one of Europe's top travel destinations , Barcelona is without a doubt Spain's cultural capital. The Catalonian city's urban sprawl is dotted with Antoni Gaudí's whimsical architecture, including Basílica de la Sagrada Família and Park Güell, as well as museums carrying world-renowned artists, such as the Picasso Museum. You can also explore centuries-old neighborhoods like Barri Gòtic, which dates back to the Roman Empire. Don't forget to take advantage of the city's equally magnificent outdoor offerings, too, including La Barceloneta beach.

The final stop on an ancient pilgrimage route called Camino de Santiago (or Saint James' Way), this medieval city in northwestern Spain attracts hundreds of thousands of travelers every year. With centuries-old architecture and a UNESCO World Heritage-listed Old Town, Santiago de Compostela is an ideal destination for history buffs and culture hounds. First up on your to-do list should be a tour of the awe-inspiring Santiago de Compostela Cathedral, a massive Romanesque structure said to house the remains of Saint James the apostle. Then, take advantage of the city's number of beautiful parks, museums, restaurants and nightlife.

You won't want to skip this romantic Spanish city about 55 miles northwest of Madrid on your next trip to Spain. See for yourself what makes Segovia special while you stroll through the enchanting Plaza Mayor, home to a mix of restaurants and shops, or soar high above the city on a hot air balloon ride. Can't-miss sights include the two-tiered Aqueduct of Segovia, one of the world's best-preserved Roman aqueducts, and Alcázar De Segovia, a massive, fairy-tale fortress dating back to the 12th century.

Stretching from the idyllic resort town of Blanes all the way to the French border, this coastal region in northeastern Spain offers miles of shoreline along the Mediterranean Sea. After spending the day with your toes in the sand at one of Costa Brava's gorgeous cove beaches, indulge in a delicious dinner at one of the region's many seaside restaurants. But Costa Brava is not just for beach bums. Whether you're touring the unique Dalí Theatre-Museum in Figueres or exploring the Santa Clotilde Gardens in Lloret de Mar, Costa Brava is a can't-miss destination on any Spain itinerary.

The UNESCO-listed historic center of Cordoba is the stuff of Spanish dreams. Its winding, compact cobblestone streets are lined with whitewashed inns, shops, restaurants and homes that feature stunning Andalusian accents, including wrought-iron balconies, bright blue planters and painted archways. Visitors can also enjoy all of the city's famous historical sites, such as the Castle of the Christian Monarchs and the Mosque-Cathedral of Cordoba, commonly referred to as the Great Mosque, which is one of the best-preserved structures in Spain.

Mallorca's smaller sister island is a solid option for travelers wanting to visit the Balearic Islands without the crowds of Ibiza and Mallorca. Menorca offers the same kind of jaw-dropping beaches (think: white sands overlooking clear turquoise waters) you'd expect to find on other Balearic Islands – travelers say Cala Mitjana, Cala Macarelleta, Cala Turqueta and Cala Pregonda are some of the island’s most popular shorelines. You'll also discover several architectural marvels throughout Menorca. Head to Ciutadella (the island's original capital) to see old-world structures like the Catedral de Menorca and the Convent of Sant Agusti, which houses the Diocesan Museum.

Travelers who want to experience small-town Spain without venturing far from a big city will love visiting Toledo. This UNESCO World Heritage-listed city, which sits 45 miles southwest of Madrid, is breathtaking thanks to its location on a hilltop overlooking the Tagus River and its historical architecture. For the best views, visit Mirador del Valle, a scenic overlook boasting breathtaking panoramic vistas. Then, get a sense of Toledo's rich history by checking out attractions like Catedral Primada and San Juan de los Reyes Monasterio. Don't forget to try some of the city's famous marzipan before you leave.

Of all the cities in Spain, Madrid is the one that knows how to show travelers the best time. The city's party-hard reputation is really all it's cracked up to be, but that's not all Spain's capital has going for it. Madrid is filled with varied, vibrant neighborhoods, plus stunning parks, enviable shopping and some of the best art institutions in Europe, including the world-renowned Prado Museum and the Thyssen-Bornemisza National Museum. Not to mention, the city’s grandiose architecture – showcased by structures like the Royal Palace and Plaza Mayor – makes the perfect backdrop for a romantic getaway.

Mallorca is easily one of Spain's greatest assets. This dreamy island getaway features sun-kissed beaches, picturesque small towns and outdoor pursuits that draw tourists and lovebirds in droves. Revel in the see-through blue waters of Playa de Muro and Cala Llombards, then hop in a car and drive around the striking mountains that make up Serra de Tramuntana, a UNESCO World Heritage Site. Make sure you spend your downtime taking leisurely strolls along the darling streets of Alcúdia's old town and by the water to admire the awe-inspiring Palma Cathedral (La Seu).

This beautiful Andalusian city in southern Spain is awash with romantic allure. During the day, you'll find outdoor cafes along cobblestone streets and horse-drawn carriages meandering through pastel-colored plazas. And when night falls, flamenco dancing comes out in full force. Seville is the kind of place you should allow yourself to get lost in, but don’t forget to carve out time for must-see sites such as the Plaza de España, the Real Alcázar and the Catedral de Sevilla, the largest Gothic cathedral of its kind in the world.

Situated along Spain’s northern coast in Basque Country, San Sebastian is one of the most underrated destinations in Spain. Locals understand its majesty and every summer flock to this beach destination for its breathtaking shorelines, hiker-friendly mountains and unmatched foodie scene. For a quintessentially Basque experience, travelers suggest pintxo bar hopping in San Sebastian’s city center, Parte Vieja, or signing up for a pintxos (Basque tapas) food tour. Don’t leave without taste testing San Sebastian’s world-famous anchovies and txuleta, a specialty steak that is made from aged grass-fed beef.

Granada's Arabic influence makes this destination different from the rest of Spain. Thanks to its history as part of the Moorish Empire, Granada is home to tapas bars and flamenco venues that rub elbows with Moroccan tea cafes and Arab bathhouses. This confluence allows you to experience two cultures simultaneously. And you must make time to behold the breathtaking local treasures, including the Alhambra, the white-washed caves of the Sacromonte district and the snow-capped mountains of Sierra Nevada National Park.

A popular daytrip destination for travelers visiting Barcelona, Girona stands out for its medieval architecture and wealth of attractions. From the magnificent Girona Cathedral to the city's famous 12th century Arab baths, travelers are sure to find something to suit their interests in this Spanish city. Spend some time in La Devesa Park, one of the largest green spaces in Catalonia. Don't forget to pack your walking shoes – whether you're exploring the winding, cobblestone streets of Girona's Jewish Quarter or strolling the Passeig de la Muralla path atop Girona's ancient city walls, the best way to enjoy this historic city is on foot.

Rioja is Spain's wine country. Like France's Champagne, winemakers can't label a wine "Rioja" unless it is produced and distributed from the Spanish region of La Rioja. As such, you'll want to sample plenty of vino while you visit, which will be pretty easy to do since there are more than 500 wineries plus many restaurants that serve large selections of Rioja wine. If you're looking for other things to do, take advantage of Rioja's Michelin-starred restaurants and lively tapas bars when you're not hiking or skiing its surrounding mountains.

This northern city in Spain’s Basque Country sits in the middle of a beautiful valley, affording incredible views of the city and its rolling hills. Visit Casco Viejo (the city's old town) for authentic pintxos and to explore Parque Etxebarria, where you'll find some of Bilbao's best vistas. Or, ride the Funicular de Artxanda for even more spectacular panoramas. No visit would be complete without checking out the world-renowned Guggenheim Museum Bilbao and other local cultural institutions, such as the Museo de Bellas Artes de Bilbao.

Plan a trip to this small Andalusian town if you enjoy visiting destinations with unique geography and stunning architecture. Ronda sits atop a striking gorge that separates the town. To cross the gorge, walk across the Puente Nuevo, a beautiful bridge built in the 18th century. Below, you'll get an eyeful of El Tajo canyon and the Guadalevín River. After admiring your surroundings from the Puente Nuevo, visit the Plaza de Toros de Ronda, the historic old town and the Baños Árabes, well-preserved 13th- and 14th-century Arab baths.

Spain’s third-largest city stands out for offering a little taste of both the old and the new. You'll get to experience classic architecture at the Gothic-style Valencia Cathedral and the Plaza del Ayuntamiento, as well as modern sites like the City of Arts and Sciences and the Valencia Institute of Modern Art. After you've gotten your fill of city life, take a detour to breathe in some fresh air at the Albufera Natural Park or unwind at nearby beaches. What's more, with plenty of free attractions to choose from, Valencia is one of Europe's most affordable travel destinations . 

If you live to party, Ibiza is a great place to dust off your dancing shoes. This Spanish island is known worldwide for its nightlife scene, so much so that people often say you must visit during the peak summer months. However, one look at Ibiza's natural offerings and you'll understand how this island stands on its own outside of its party-hardy reputation. Beaches here are so clear that you can see your feet touch the sand as they enter the ocean. Plus, the historical charm found in Dalt Vila, Ibiza's old town, will certainly stop you in your tracks.

This cluster of Spanish islands located off the northwestern coast of Africa is one of Spain's premier beach destinations. In addition to picturesque shorelines, the Canary Islands are also teeming with outdoor attractions that will make any adventurer swoon, including four national parks. In between hiking and relaxing on the beach, take some time to stroll the neighborhoods of Santa Cruz de Tenerife, located on the largest of the Canary Islands, or Las Palmas de Gran Canaria, the archipelago's most populated city, to get a taste of local life.

Situated in southwestern Spain, Cádiz is one of the country's most underrated travel destinations. As one of the oldest inhabited cities in Europe, travelers can expect a bevy of historic attractions, from the Torre Tavira watchtower to the grandiose Cádiz Cathedral. Plus, there are several beautiful outdoor spaces to explore, including Genovés Park and the laid-back beaches of La Victoria and La Caleta. When you want to wind down, Plaza de España and Plaza de San Juan de Dios are excellent places to people-watch.

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Table of Contents

Spain tourism report.

Our 2024 outlook for Spain's arrivals is positive, building on from the 2023 level. We forecast 2024 to follow from 2023's full recovery in Spain's arrivals, as they rise above the 2019 pre-pandemic levels. High living costs amid elevated geopolitical risks present a downside risk to our outlook for Spain's arrivals in the short term. Despite this, Spain remains an affordable travel destination for travellers from it’s key source markets, particularly in Europe, which has led us to forecast Spain's arrivals to further increase over 2024-2028.

Providing expert analysis, independent forecasts and competitive intelligence on the tourism industry.

Report includes: Industry View, Industry SWOT Analysis, Industry Forecasts, Economic Forecasts, Company Profiles and Global, Regional and Country Industry Overviews.

Why you should buy this report

• Benefit from the latest market opportunities
• Understand the threats to your operations and investments and protect your company against future risks
• Gain insight on emerging trends that could support, strengthen or disrupt your activities in the market
• Get a full view of the competitive landscape to assess your market position

The Spain Tourism Report has been researched at source and features BMI’s independent assessment and forecasts for tourist expenditure; government expenditure on tourism; passenger arrivals and departures by mode of transport, reason for travel, origin and destination; and the accommodation market.

BMI’s Spain Tourism Report provides industry professionals and strategists, corporate analysts, associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on the countries tourism industry.

Key Benefits

• Benchmark BMI’s independent tourism industry forecasts to test other views - a key input for successful budgetary and planning in the tourism market
• Target business opportunities and risks in the tourism sector through our reviews of latest industry trends, regulatory changes and major deals, projects and investments
• Assess the activities, strategy and market position of your competitors, partners and clients via our Company Profiles (inc. KPIs and latest activity)

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Spain Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update

All the vital news, analysis, and commentary curated by our industry experts.

Published: February 08, 2024 Report Code: GDTT-SMI24-04-ST

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Table of Contents

Spain source tourism report overview.

The total outbound trips in Spain was 26.46 million in 2023, showing an accelerated recovery compared to previous years. The projected compound annual growth rate (CAGR) for international departures is more than 6% between 2023 and 2027.

The Spain source tourism market research report provides an in-depth analysis of source markets and infrastructure developments. The report also offers a comprehensive understanding of the Spain source tourism market dynamics through opportunities and challenges analysis. Furthermore, a detailed evaluation of the types of travelers will help in understanding the propensity of the demand side.

SPAIN Source Tourism Market Segmentation

Domestic tourism led the market in 2023

The key segments included in the Spain source tourism sector are domestic tourism and outbound tourism. Spain’s domestic travel witnessed a noticeable recovery in 2022 post the pandemic, and the growth continued until 2023. The revenue growth in the market is majorly from the accommodation and foodservice sectors. The forecast values for 2024-2027 also suggest a substantial increase in domestic tourism expenditure across all sectors primarily owing to the lifting of travel restrictions, increased vaccination rates, and the rising demand to travel for both leisure and to visit friends and relatives.

On the other hand, the number of international travelers from Spain reached 26.46 million in 2023, which is a 1.55 million increase from 2019 numbers. This showcases a growing demand for outbound travel. This trend is largely attributed to the reopening of the borders and the resurgence of leisure travel.

Spain Source Tourism Market Analysis by Segments, 2023 (%)

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Spain Source Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type in Spain’s source tourism market in 2021

A few of the common tourism types in the Spain tourism market include sun and beach, visiting friends or family (VFR), city break, culture, and adventure/sport, among others. The sun and beach vacation type held the highest market share by the tourism types, followed by cultural holidays in 2021. With its extensive coastline and Mediterranean climate, Spain is a popular choice for holidaymakers looking for a summer destination.

Spain Source Tourism Market Analysis by Tourism Types, 2021 (%)

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Spain Source Tourism - Opportunities and Challenges

Increased importance on and investment in tourism is one of the major opportunities for the players in the Spain source tourism market. Spain as a source market has diverse interests in different holiday types. Besides sun & beach holidays, Spanish travelers show significant interest in cultural, city-break, and VFR holidays. Another way to attract Spanish tourists is the availability of local food. Many Asian nations are relying on this unique factor and marketing themselves as a hub of gastronomical experience ranging from Michelin-star restaurants to local food markets

Geopolitical instability is expected to challenge the growth of the tourism sector in Spain as it affects travel conditions, visitor numbers, and media portrayals of the region. Thus, destinations need to place safety as a top priority, highlight their internal stability, expand their tourist attractions, and encourage collaboration among neighboring regions.

Buy the Full Report for More insights into the Spain Source Tourism Market Dynamics

This report is part of GlobalData’s Source Market Insights Series. It provides an in-depth analysis of traveler flows, spending patterns, and main destination markets. The report also covers current and future opportunities for tourism businesses seeking to tap into the Spain outbound travel market.

Key Highlights

The largest traveler type for international holidays are couples. About 33.75% of the total outbound trips taken, were by couples. This outbound user segment is expected to rebound to reach 11.5 million by 2027 (CAGR 2023-27: 6.46%), leading outbound travel flows at 34.02% of all trips.

According to the GlobalData Consumer Survey Q3 2021, 44% of Spanish travelers prefer a cultural holiday which is higher than the global average of 33%. This indicates that Spanish travelers have a significant interest in exploring new places, learning about different cultures, and experiencing local customs.

The demographic of Spanish travelers between the ages of 50 and 64 are the most engaged with travel activities.

Thailand is slowly developing as a prominent destination market for Spanish tourists. The number of Spanish travelers departing for Thailand showed a steady increase from 2015 to 2019 and is forecasted to grow further with a CAGR of 24% for 2023-2027, highlighting the growing interest in the destination.

Reasons to Buy

This report provides:

• Get detailed insights into developments in Spain’s regional and outbound tourism markets.
• Get in-depth analysis of trends related to domestic trips, international departures, traveler spending, and main destination markets with data.
• Understand the profiles of Spanish tourists and the reasons for their travel, hence, providing an insight into the trends in different segments of the market.
• Interpret opportunities in the country, as well as the risks, to support better business decisions
• Gauge the impact of COVID-19 on Spain’s outbound and domestic tourism.

Frequently asked questions

Sun and beach holidays were the most preferred holiday type in Spain in 2021.

A few of the common tourism types in the Spain tourism market are sun and beach, visiting friends or family (VFR), city break, culture, and adventure/sport, among others.

Domestic tourism led the Spanish source tourism market in 2023.

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International tourism in Spain: from quantity to quality?

The recent boom in Spain’s international tourism is having a very positive impact on the growth of the economy and of employment. However, it also has repercussions for the resident population that are not always positive, such as greater congestion due to the larger influx of tourists in certain parts of Spain. This has rekindled the debate on the need to move towards higher quality tourism.

Quality tourism is often associated with tourist expenditure. However, the definition of quality is undoubtedly much broader and includes environmental sustainability which depends, among other factors, on the degree of geographical spread or concentration, and the capacity to create good quality jobs carried out by better trained workers on more permanent contracts, a factor which is influenced, for instance, by the degree of seasonality 1 . Below we examine the trends in Spain’s international tourism for each of these factors.

• 1. Tourism can also have an impact on the price of some services, such as housing. For more information, see the article «Rent is on the rise in Spain» in the Real Estate Sector Report, 2nd Semester 2019

Quality tourism is not mass tourism; it is more geographically spread and less seasonal, capable of creating good quality jobs that are more permanent and carried out by better trained workers

Tourism concentration

Spain is one of the countries that receive the most tourists in proportion to the resident population; in cities such as Madrid or Barcelona there are four times more tourists than inhabitants

Worldwide, Spain is second in terms of inbound tourism, only behind France which received 86.9 million tourists in 2017. However, these absolute figures are not a good indication of how concentrated the country’s tourism might be, something which becomes clearer when we relate this figure to the number of inhabitants in each country. As a result, we can see that Spain’s tourist concentration is very high, to the point that the number of international tourists coming into the country almost doubles its resident population.

If we compare this figure with that of other countries, we can see that Spain is one of the countries that receive the most tourists in terms of its number of inhabitants. While the annual number of hotel visitors does not exceed the national population in Italy, the United Kingdom or Turkey, it is the opposite situation in France and especially in Spain, as shown in the chart.

Spain receives a considerable number of tourists, especially when compared to its population, but another important factor to take into account is the geographical distribution of this tourism. The consequences are quite different when all these tourists are concentrated in one city rather than spread throughout a region.

In this respect, although tourism has grown throughout Spain there are some areas, especially large cities, that have experienced a large proportion of the tourism growth observed in recent years.

Concentración en los mayores focos turísticos

Specifically, in the past 12 years, tourist arrivals 2  in Madrid and Barcelona have gone from representing twice their population to quadrupling it. The ratio of tourist arrivals to the resident population in Barcelona is one of the highest among the world’s major cities, greater than cities such as Singapore and London and only behind Paris, Dubai and Hong Kong. Similarly, Rome and New York have fewer centres of concentrated tourism than Barcelona, measured in terms of tourist arrivals compared with the resident population.

Over the next few years, given that the large number of tourists visiting Spain should consolidate, the concentration of tourism in Spain’s major cities will probably remain at a similar level 3 . Consequently, efforts should continue to focus on designing strategies to optimise the geographical distribution of tourists in an attempt to reduce large concentrations at certain locations or cities.

• 2. Number of international tourists. Source: Euromonitor International.
• 3. See the article «Towards a higher quality, more sustainable tourism industry » in this Sector Report for more details on tourism forecasts.

Another important factor in the definition of quality tourism is related to its seasonality; i.e. the fluctuation in inbound tourism throughout the year.

Historically, tourism in Spain has focused mainly on sun, sea and sand as is therefore seasonal by definition. Even today, almost half the tourists visiting Spain do so in the summer months. This high seasonality has an impact on the labour market as it leads to a large number of temporary jobs, as discussed below. But, in addition, to satisfy the peaks in demand during the high season, infrastructures are also created whose potential is not exploited in the off season.

Although Spain’s tourism is very seasonal, and more so than in countries such as France, this has decreased slightly in recent years with the result that the country’s tourism is now less seasonal than Italy’s, as can be seen in the chart. However, in spite of this positive trend, seasonality is still a problem that needs to be tackled by the tourism industry, which is why it is vital to continue focusing on less seasonal segments such as business or gastronomy tourism, on diversifying tourism products and services and on boosting the loyalty of tourists coming to Spain.

Although seasonality has declined in recent years, it is still a problem that needs to be tackled by Spain’s tourism industry

Seasonality of hotel overnight stays

Quality tourism is also tourism that is capable of creating good quality jobs. In this respect, there are several factors that can affect the quality of employment, such as how overqualified the workers are, the type of employment contract and also wages.

As we have already seen, Spanish tourism is highly seasonal and this results in a large number of temporary jobs. Specifically, the temporary employment rate for the tourism sector is 34%. Moreover, while tourism has become less seasonal in the past five years, the temporary employment rate has remained more or less constant.

Quality tourism is capable of creating good quality jobs

Temporary employment rate in Spain

Another factor affecting the quality of employment is the share of part-time jobs compared with the total (the part-time rate). In the case of the tourism industry, this figure is close to 25%, well above that of the economy as a whole (15%) 4 . Apart from this part-time rate, it is also significant that half the sector’s part-time workers are involuntarily; i.e. they would like to work full time.

However, the share of involuntary part-time employment compared with all employment, now standing at 13%, has followed a downward trend in recent years. There is still a long way to go to reach levels close to those recorded before the economic crisis (5% in 2008) but this gradual descent in the involuntary temporary employment rate in recent years should be viewed positively.

• 4. 2018 data

Part-time employment in the tourism industry

% total employment

Labour productivity is also an important factor to ensure good quality employment. Spain’s hotel sector has a positive record, with its labour productivity almost 20% higher than the average for the European Union (EU). Much of this higher productivity is due to company size. Labour productivity figures show that large tourism companies tend to be 30% more productive than small enterprises. Since Spain has a greater proportion of large companies than the European average, the country’s labour productivity is also higher than the EU.

Matching workers’ qualifications to job requirements, tourism industry and total economy

% total employees

Nevertheless, the higher labour productivity of Spain’s tourism industry is not only due to company size, since small Spanish companies are also more productive than their European counterparts.

Finally, a good quality job is one in which, ideally, there should be a good match between the employee’s qualifications and the skills required by their job. In the tourism industry, a large proportion of workers have a higher level of education than that required by the job they do. As can be seen in the table, 13.8% of tourism jobs requiring basic knowledge are carried out by people with a higher level of education, denoting a high degree of overqualification, especially compared with the economy as a whole, namely 7.4%.

Last but not least, quality tourism must also be associated with greater profitability. In Spain, tourism revenue increases year after year, totalling 62,481 million euros in 2018. Much of this growth is due to the significant rise in the number of tourists in recent years. However, another not inconsiderable part can be explained by the higher expenditure of tourists visiting Spain.

Specifically, the increase in average daily expenditure per tourist lies behind one third of the increase in total tourist expenditure over the past three years. The average expenditure per person reached 145.3 euros per day in 2018, an increase of 12% over 2016.

Tourists visiting Spain are spending more and more: the average expenditure per person reached 145.3 euros per day in 2018, 5.4% more than the previous year

It is worth noting that Spain receives many different types of tourist with very different patterns of behaviour, so the overall figures are not enough to determine the type of tourism we receive. An analysis of payments made using foreign cards at CaixaBank payment terminals allows us to establish eight categories of tourist according to their type of expenditure, duration of trip, nationality and propensity for different expenses, as shown in the table below.

The category that stands out for its higher average expenditure per trip is «Hotel with card», which includes those tourists for whom most card payments are spent on their hotel and restaurants. The majority come from France and the United States and their average stay is usually one week. Similarly, the group of tourists classified as «I want to get to know Spain» also have a high average expenditure, especially on restaurants. This group includes those tourists who make longer trips, of approximately two weeks, since they come mainly from America and take the opportunity to visit several autonomous regions while in Spain.

At the other end of the scale is the «Expenditure at place of origin» group, which are those tourists with the lowest average expenditure per trip. This category includes tourists with an average stay of between 3 and 10 days who spend mostly on transport and restaurants and probably paid for their hotel in their own country.

The other notable group at this end of the scale is classified as «Short breaks and borders», with a low average expenditure per trip due mainly to the short duration. This group is mainly made up of French tourists who visit Spain often and tend to use their cards mostly to pay in establishments that sell food products.

Types of international tourist visiting Spain by their expenditure

With regard to the trend in the composition of tourists visiting Spain, the analysis carried out seems to indicate that there have been no substantial changes in the volume of tourists in each group in the past three years; i.e. in general terms, the composition of tourists shows no obvious signs of change.

In conclusion, Spain now faces the challenge of consolidating a sustainable tourism model and reinforcing its value proposition aimed at quality tourism, especially regarding the aspects of tourist concentration, seasonality and employment. To this end, the country must continue to focus its efforts on designing strategies to optimise the geographical distribution of tourism and reduce its seasonality, achieved by diversifying the supply of tourism products and services and improving the loyalty of those visiting Spain.

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Reporting by Belen Carreño and Corina Pons; additional reporting by Joan Faus and Inti Landauro; writing by Charlie Devereux; editing by Toby Chopra

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Reports on politics and economics in Spain. She is also an editor of Reuters Next. Has been finance reporter and business editor with several outlets over the past 20 years.

Corina is a Madrid-based business reporter focusing on coverage of retail, infrastructure and tourism including some of Spain's biggest companies like Inditex and Ferrovial. She was previously a senior correspondent in Venezuela, where she reported the Chavez and later Maduro government's efforts to retain power and the effects on the economy.

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10 countries with the best tourism economies—according to a 2024 report.

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Horseshoe Bend At Sunset

Thanks in part to its national parks, universities and major metros, the United States boasts the strongest travel and tourism economy in the world right now, according to a newly released report from the World Economic Forum.

Overall, however, European countries dominate the top 10 with six of them making the cut—including France, which will be an especially popular destination this summer as Paris hosts the 2024 Summer Olympics .

View of the Eiffel Tower in Paris. France ranks among the top 10 countries for tourism in 2024.

The World Economic Forum’s Travel & Tourism Development Index (TTDI) takes into account a number of factors across several categories for its rankings.

The report’s metrics focus on countries’ tourism sectors—including factors like airports, on-the-ground transportation and ports, natural and cultural resources, safety and security, price competitiveness and destinations’ openness to tourism.

“The index measures the set of factors and policies that enable the sustainable and resilient development of the [travel and tourism] sector, which in turn contributes to the development of a country,” the report says.

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Here’s more on the report, which highlights tourism sectors around the world.

Which Countries Have The Best Travel And Tourism Industries In 2024?

Mallorca, Spain

A category that helped the United States achieve the top rank include “non-leisure resources,” which the U.S. ranked first for and is defined as having a presence of leading universities, global cities and major corporations.

With 429 national parks sites and more than 12,000 miles of coastline, the United States also came in third for natural resources, trailing behind Australia and Brazil. The country ranks No. 6 for tourist services and infrastructure.

Areas where the States fall short include price competitiveness (No. 115) and safety and security (No. 77). Malaysia ranked first for price competitiveness and Singapore took the top spot for safety and security.

On the previous report from 2021, Japan topped the list.

Kabukicho pass illuminated at night in Shinjuku district, Tokyo. The area is a commercial an ... [+] entertainment zone

Here’s the World Economic Forum’s overall rank of the top 10 countries for tourism in 2024:

No. 1: United States

No. 2: Spain

No. 3: Japan

No. 4: France

No. 5: Australia

No. 6: Germany

No. 7: United Kingdom

No. 8: China

No. 9: Italy

No. 10: Switzerland

How Is The Post-Pandemic Tourism Rebound?

While the report points out that the tourism industry continues to be on the up and up coming out of the pandemic, many countries—including the United States—are experiencing growing pains.

Of the 119 TTDI-ranked economies, 71 increased their scores between the 2019 and 2024 editions, however the average index score is just 0.7% above pre-pandemic levels.

Countries in the Middle East had the strongest rebounds, with international tourist arrivals 20% above the 2019 level. The Americas, Europe and Africa had rates around 90%.

Sustainability of travel demand is also a consideration, a timely issue as a growing number of European cities are imposing or raising tourism taxes to help curb overtourism —or at least help offset its impacts.

Beautiful canal with old medieval architecture in Venice, Italy. View of Grand Canal and gondola.

Some challenges highlighted in the report include tourism labor shortages, flight routes not keeping up with demand and inflation.

Data for the World Economic Forums’ report was collected at the end of 2023.

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The Best Country for Tourism Is Not France, Italy, or Spain—Here’s What Nation Claims the Title

By Katherine McLaughlin

According to the World Economic Forum (WEF), the United States is the best country in the world for tourism. The independent international organization recently released a list of top locales for travel, which looked at a number of factors, including infrastructure, sustainability, labor availability, pricing, and natural resources. In addition to clinching the top spot on the list, the United States was the only country in North America to secure a place within the top 10.

New York City, the USA’s largest city by population.

As WEF notes in its report, global tourism is expected reach pre-pandemic levels in 2024. However, there are a number of challenges that continue to face the industry, such as AI, which may require adaptation and agility. Some countries and economies are more equipped to do this, and this new data “aims to serve as a benchmark for stakeholders to gauge progress, inform decisions and policies, and encourage sustainable and resilient growth.” As such, the report doesn’t necessarily speak to the experience of being a traveler in these nations, but rather the business of travel.

Barcelona, Spain. The country ranked second on the WEF list.

Among the top 10 countries on the list, Europe demonstrated an impressive showing. Spain ranked second, while France, Germany, the UK, Italy, and Switzerland nabbed spots four, six, seven, nine, and 10, respectively. Rounding out the list, Japan ranked third, Australia fifth, and China eighth. The data also showed that of 119 economies reviewed, 71 displayed improvement between 2019 and 2023. However, the average index scores were only 0.7% above pre-pandemic levels.

San Diego, California

Of the countries that improved their scores since 2019, 52 were those with low to upper-middle-income economies. Countries such as Uzbekistan, Côte d’Ivoire, Tanzania, Indonesia, and Nigeria all showed growth; however, the report also notes that “despite above-average growth, non-high-income economies account for nearly 90% of below-average index scorers, indicating a need for further investment to close gaps in enabling conditions if these economies wish to increase their share of the travel and tourism market.”

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Overall, the report showed that Europe and Asia-Pacific regions were in the most favorable position to grow travel and tourism markets, as were high-income economies. Of the top 30 ranked nations, 19 are in Europe, seven in Asia-Pacific, and 26 are high income.

Lake Clark National Park in Alaska

While the report doesn’t speak directly to traveler experience, the United States’ title as the best country for tourism does correlate with the abundance of places to visit in the nation. From towering metropolises like New York City and Chicago to beautiful small towns , trips for a design and architecture lover are aplenty. Of course, the country also boasts striking natural scenery, such as the South West’s deserts and canyons; Midwest prairies; the Rocky, Appalachian, and Sierra Nevada mountains ; and beaches on the east, west, and south coasts. Whether an international or local traveler, there is no shortage of destinations to discover.

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