Else Beekman
Spain has an overtourism problem. And this is showing little signs of slowing down. According to the latest data from the National Institute of Statistics (INE), Spain welcomed almost 10.7 million international tourists in the first two months of 2026. Between rising housing costs, packed city centres, and local protests in popular destinations like Barcelona and parts of the Balearic Islands, overtourism is a year-round concern.
The latest Eurostat shows a similar influx of tourists in Italy and France. However, Spain still topped the list as the EU’s most visited destination by international tourists. And looking at the data reveals something else: the most visited places remain the default choice, increasing demand and creating a pattern across Europe.
A shift in how, and where, people travel
This is where a generational shift becomes relevant. Recent Gen Z travel data shows a change in priorities among younger travellers. Many are choosing less well-known destinations over popular ones and planning to visit quieter, less crowded ones.
Gen Z is also more concerned with choosing experiences over checking off destinations. Their interests are focused on authentic local food, cultural experiences, and wellness, which makes them lean toward a slower pace.
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What this means for Spain
The shifting attitudes in travel won’t automatically lead to less foot traffic in Spain’s more popular cities and regions. What it can do is to rebalance by redirecting the traffic gradually from the most recognisable locations to a broader mix of places.
This gradual movement can help ease pressure on overcrowded hotspots while creating economic opportunities elsewhere. The shift has already started in several areas of Spain. More and more, regions such as Asturias, Aragón, and Extremadura are welcoming more travellers.
In time, the subtle changes in traveller preferences and routes can help strengthen year-round tourism in these areas. That would make them less dependent on seasonal peaks, while it also helps decompress the more popular tourist destinations.
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Gen Z signalling a direction of travel
However, stating Gen Z will be the solution would be too optimistic; they are merely part of it. Spain’s overtourism challenges go beyond the foot traffic alone: housing availability, urban planning, and transport capacity all play into the problem. On top of this, most visitors are following established patterns, tour routes, and schedules, which are not likely to change in the near term. Behavioural changes can influence the margins, but policy and long-term planning are still key to solving the country’s overtourism.
What Gen Z does is to set an example, signalling a change in the direction of travel. The way they choose destinations, plan trips, and define value when on a holiday introduces a different set of priorities to tourism. The impact currently might be small and barely noticeable, but over time, this could change how tourism is distributed across the country and the seasons.
A shift in discussion, from focusing on how many people visit every year to asking where they should go once they get there, could create a more permanent solution. If the current travel trends among the next generation stay and destinations continue to diversify, it could play a part in easing the imbalance that defines overtourism today.
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