Else Beekman
Tourism spending by visitors from distant markets has shown striking differences since the pandemic. Long-haul tourism is a vital pillar of Spain’s economy, contributing significantly to GDP and employment.
According to official figures consulted by Hosteltur, international tourism overall accounted for around 12% of Spain’s GDP before the pandemic, with long-haul travellers spending more per visit on average. While some countries have seen notable growth in spending in Spain, others remain below pre-Covid levels, according to the latest data from CaixaBank Research.
Middle East and Latin America lead the recovery
Many Spanish regions have benefited from this growth, particularly Madrid, Barcelona and the Costa del Sol, which have seen significant increases in spending from these markets.
Figures drawn from foreign card payments reveal that travellers from the Middle East and Latin America are leading the rebound. In May 2025, spending by Middle Eastern visitors rose by 105% compared to the same month in 2019. Latin America followed with an 89% increase, ahead of the United States (+54%) and Australia (+49%).
Asian markets still lagging
By contrast, spending by Asian tourists continues to fall short. Card payments by Chinese visitors were still 7% below 2019 levels in May, while spending by Japanese travellers was down 13%.
“In recent years, certain long-haul markets have proved remarkably resilient, including the Middle East, Latin America and Australia,” explained David Cesar Heymann, economist at CaixaBank Research. “Meanwhile, Asian long-haul tourism has recovered more modestly.”
Strategies to offset slower US demand
Heymann noted that spending by Chinese and Japanese tourists remains below pre-pandemic levels, even in nominal terms. He suggested that promoting recovery in these slower markets, while reinforcing those showing strength, could help offset the impact of weaker demand from the United States.
In this context, Heymann advised Spanish destinations that traditionally attract large numbers of American visitors to design strategies to compensate for this slowdown. “For example, by promoting high value-added tourism, including that from other long-haul origins,” he said.
Barcelona hotels now host more Americans than Spaniards
Government-backed Initiatives to attract long-haul visitors
In June 2025, Turespaña launched its international “Think You Know Spain? Think Again” campaign targeting long-haul markets in North America and Latin America. With an investment of €30 million over three years, the initiative aims to promote slow, sustainable travel to lesser-known regions and encourage longer stays, supporting the diversification of Spain’s tourism markets.
Government-backed Initiatives to attract long-haul visitors
In June 2025, Turespaña launched its international “Think You Know Spain? Think Again” campaign, aimed especially at attracting visitors from North and Latin America. Backed by €30 million over three years, the project encourages travellers to discover Spain beyond the usual hotspots and take time to explore at a slower pace. The goal is to inspire longer stays and spread tourism across more regions, helping to balance the market and boost local economies.
Arab luxury tourism conquers Marbella again this summer