Lorraine Williamson
Spain closed 2024 on a high note, setting new records in both international tourist arrivals and spending. With nearly 94 million visitors and a total tourism expenditure of €126 billion, the year marked a significant recovery and growth for the nation’s vital tourism industry.
International tourist arrivals in 2024 increased by 10% compared to 2023, while spending rose by an impressive 16%. Spanish Minister of Industry and Tourism, Jordi Hereu, described the results as “spectacular and very positive” during a press conference, noting that the tourism industry has not only normalised but exceeded pre-pandemic levels.
Tourism-related employment also reached a historic high in December 2024, with 2.6 million workers in the sector—a 3.8% increase from the same period in 2023. This accounts for 12.7% of Spain’s total workforce, with a 4.4% rise in the number of employees.
Growth during low and mid-seasons
One of the most notable achievements of 2024 was the increase in tourist footfall during the traditionally quieter low and mid-seasons. Cultural and gastronomic travel gained popularity, and visitor numbers grew significantly in regions such as Green Spain, which includes Galicia, Asturias, Cantabria, and the Basque Country. Inland destinations also saw a marked rise in popularity.
Expansion into distant markets
Spain’s tourism growth extended beyond Europe, with increasing numbers of visitors from Latin America, China, and the United States. The focus on attracting tourists from distant markets highlights Spain’s shift towards quality tourism. According to ministry data, 97% of visitors in 2024 reported being “satisfied or very satisfied” with their experience, and 65% expressed an intention to return within a year.
Aiming for 100 million visitors in 2025
Looking ahead, Minister Hereu expressed optimism about the potential to reach 100 million international tourists in 2025. While he clarified that achieving this number is not an “obsession,” he emphasised the importance of maintaining high-quality services and experiences.
Projections for the first quarter of 2025 are promising, with Spain expecting 26 million tourists—a 9% increase compared to the same period in 2024—and €36 billion in tourism spending, representing a 16% rise.
Focus on quality over quantity
Minister Hereu stressed that Spain’s goal is not solely to boost visitor numbers but to excel in the “Champions League of quality tourism.” By prioritising sustainable growth and enhancing the visitor experience, Spain aims to consolidate its position as one of the world’s top travel destinations.
A landmark year for Spanish tourism
Spain’s record-breaking year underscores its resilience and adaptability in the face of global challenges. By expanding into new markets, promoting cultural and gastronomic tourism, and maintaining a focus on quality, the country has set a strong foundation for continued success in 2025 and beyond.