Else Beekman
Spain sees the United States not just as a key source of tourists, but as the potential driver of a tourism revolution. According to Magí Castelltort, Spain’s tourism adviser in New York, American visitors could play a crucial role in shifting the country’s tourism model towards fewer crowds and higher value.
Speaking at the 5th Turespaña Convention in Cáceres, he described the US market as a powerful long-term ally in Spain’s move towards a more sustainable, profitable future away from mass tourism.
“The US market is strategic and should be seen independently of daily volatility,” he said during a panel on key source markets including the UK, US, Germany, and France. “The American economy is 16 times the size of Spain’s, meaning its price and wage levels are on a completely different scale.”
He pointed to the current direction of the new US administration as a potential advantage for Spain, highlighting efforts to reduce the trade and public deficits. “Both challenges share a common tool: dollar devaluation,” he explained. “And that’s actually working in our favour.”
Growing number of Americans in Spain positive for housing market
Fewer tourists, more spending
Castelltort said the weakening of the dollar, still a global reference currency, is having a filtering effect, leading to a drop in tourist volume but maintaining high average spending. “It moves us towards a scenario of fewer tourists, but those who come spend more,” he noted.
This shift, he argued, aligns closely with Spain’s strategic goals: to attract higher-spending tourists and reduce pressure on oversaturated destinations.
“We’re witnessing a moment where market trends and social demands are in sync: aiming for higher profitability with lower geographic impact,” Castelltort added.
He sought to calm any concerns over market fluctuations, saying, “We’re calling for calm, because current conditions actually support this shift to a new model.”
“Ultimately, the US could be the market that drives Spain’s transition to a more profitable and less package-dependent tourism system,” he concluded.
Barcelona hotels now host more Americans than Spaniards
Outlook from other key markets
United Kingdom:
Manuel Butler, Turespaña’s tourism counsellor in London, acknowledged a recent wave of optimism during the ABTA Convention in Calvià. However, he cautioned that late bookings and consumer uncertainty have become more evident since May. “Consumer confidence is lower than last year,” he said, adding that delayed UK budget approvals are fuelling uncertainty.
This, Butler explained, is leading to “reduflation”, spending the same, but receiving less. “It’s affecting the average stay length of British tourists,” he noted.
France:
In Paris, tourism counsellor María José Gómez described the French market as stagnant. “French families have avoided long and medium-haul trips, which has, in part, benefited Spain,” she said. “They continue to travel by car and remain a dependable, if cautious, presence.”
Germany:
From Berlin, Álvaro Blanco painted a more troubled picture. “Germany isn’t in good shape right now. There’s a desire to travel, but uncertainty dominates,” he said. Ongoing layoffs and corporate restructuring are making German consumers hesitant, with economic hopes under the new government largely unmet.
“Travel demand is solid in intent, but tour packages have increased by 30–40% since 2019,” Blanco explained. “It’s a complex situation, though I wouldn’t call it a collapse.”
Northern Spain is a new haven for retired Americans