Else Beekman
British tourists, traditionally Spain’s largest group of foreign visitors, are increasingly choosing other destinations. European travel operators report that escalating holiday costs, capacity issues, and anti-tourism sentiments in Spain are pushing travellers to seek alternatives.
Tourism giant TUI Group observes significant changes in British holiday preferences. “More people now pick Egypt over the Canary Islands for winter breaks,” said TUI’s CEO, Sébastien Ebel, speaking to The Mirror.
Travellers seek affordable options
Price-conscious British travellers now prioritise affordability. Ebel emphasised that many holidaymakers operate on tighter budgets. “New customers often travel with a budget of around €1,000 or £800. When Spain fails to meet their needs, they quickly find alternatives,” he explained.
Destinations like Egypt, Tunisia, and Morocco attract these budget-conscious tourists with affordable packages and sunny escapes. Improved infrastructure and accommodation in these countries further enhance their appeal to European visitors.
According to a research in September by a travel platform that analysed internet data, Spain has dropped to 10th place in the list of most searched-for holiday destinations by British tourists. Destinations like Turkey, Albania, and Cape Verde have become more popular, often due to better value for money and unique experiences
Anti-tourism protests fuel the shift
Protests against mass tourism and overcrowding in Spanish hotspots deter many visitors. In 2023, Spain witnessed several significant anti-tourism demonstrations. In Barcelona, thousands marched in July, protesting the strain on local resources and rising living costs caused by the influx of tourists. Then, in Mallorca, around 10,000 people joined the “Mallorca no se vende” (Mallorca is not for sale) march, demanding measures to regulate tourism and protect local housing. The Canary Islands saw tens of thousands rally under the slogan “Canarias tiene un límite” (The Canary Islands have a limit), highlighting the environmental and social pressures of mass tourism. Similarly, San Sebastián residents protested in May against urban policies promoting excessive tourism and gentrification.
This growing “tourism fatigue” leads some travellers to feel unwelcome. Combined with capacity issues, these factors encourage families and budget travellers to opt for less crowded and more accommodating destinations.
Airlines and operators adapt
The travel industry is quickly adjusting to this trend. EasyJet Holidays reports increased demand for lesser-known destinations. “There is a shift, especially in the family segment, to cheaper destinations,” added Ebel. EasyJet Holidays has also seen an increase in demand for less frequented locations, including Egypt and Morocco.
CEO Garry Wilson credits the surge in the Express to better hotel and tourism infrastructure in these areas, which now rival Spain’s traditional offerings.
Spain faces tourism challenges
In 2024 Spain still saw a significant number of British visitors. By the end of July, over 10.5 million British tourists had visited Spain, marking an 8.6% increase compared to the same period in 2023. However, based on the experiences of the tour operators, Spain’s tourism sector, crucial to its economy, risks losing ground if this trend continues.
Also read: Which place in Spain has the largest population of Brits?