Lorraine Williamson
Spain’s tourism sector is bracing for a turbulent summer. Despite bustling airports and high booking volumes, rising prices are triggering a slow but steady drift away from the country’s once-unshakeable status as a top destination.
From long-time favourites like the Costa del Sol to the nightlife haunts of Ibiza, both Spanish and international travellers are beginning to rethink their options. As inflation bites and value becomes king, cheaper and more distinctive destinations are gaining ground.
Domestic travellers turn their gaze outward
Although Spain continues to be a dream destination for many, Spaniards themselves are looking further afield. According to Booking.com, interest in Japan has surged by 62% among Spanish users, while Morocco and the United States are also seeing an uptick in bookings. The reason? Rising accommodation prices at home — up 5.8% this year alone — coupled with better value for money abroad.
The domestic market, once the backbone of the summer season, is now showing signs of strain. High demand and limited supply are pushing prices beyond the reach of many families, especially for mainland stays.
UK market slips, neighbours step in
Internationally, Spain’s position is also weakening — particularly among British tourists, traditionally one of its most loyal visitor groups. Travel platform Destinia reports a notable dip in bookings from the UK, with holidaymakers opting instead for more affordable getaways in Greece and Turkey.
France and Portugal, meanwhile, are gaining traction. Their competitive pricing and cultural affinity offer familiar yet cost-effective alternatives to Spain’s sun-soaked resorts.
Islands still shine – but trends are shifting
Despite these pressures, the Balearic and Canary Islands remain in high demand. Data from eDreams reveals that half of the top ten most booked Spanish destinations are island-based. But even here, subtle shifts are emerging. Travellers are branching out to lesser-known locales, increasingly favouring boutique stays and tailored experiences over the mass-market model.
Shorter stays, smarter bookings
Holidaymakers are adapting. Spanish travel agencies like Viajes El Corte Inglés and Travel Life report a rise in early planning, with customers seeking better cancellation terms, flexible itineraries, and more personalised service.
The average trip is getting shorter, and September is quietly becoming the new peak — favoured for its gentler prices and more forgiving crowds.
Experience now trumps destination
For a growing number of travellers, it’s no longer just about where you go, but what you do. Spanish tourists are prioritising experiences over convenience. Cultural tours, bespoke travel packages, and adventure-based trips are all on the rise.
Stargazing holidays in Spain
The emergence of Cape Verde, Turkey, and Mauritius as trending destinations is a case in point. They offer a mix of affordability, uniqueness, and premium feel — qualities increasingly lacking in some of Spain’s over-commercialised resorts.
Strategic reset or missed opportunity?
As the global travel market evolves, Spain’s tourism industry faces a choice: double down on high-margin mass tourism, or invest in innovation, sustainability, and value-added experiences. The warning signs are clear — rising prices and shifting expectations are driving both locals and foreigners to look elsewhere.
Without swift adaptation, Spain risks pricing itself out of the market it once defined.
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