Lorraine Williamson
Tourism in Spain is evolving. While established destinations such as Madrid and the Costa del Sol continue to attract millions, recent data suggests a shift in traveller preferences. Tourists are increasingly venturing beyond Spain’s major cities and beach resorts to explore inland areas and smaller municipalities.
A recent study by Exceltur, a non-profit alliance of tourism-related businesses in Spain, analysed 500 destinations that account for 83% of the country’s tourist accommodation. Their findings show that the impact of tourism on local economies is growing, especially outside the traditional centres.
Top 10 urban destinations remain dominant
Despite the diversification, urban tourism in Spain continues to be concentrated in a few major cities. Madrid, Barcelona and Seville remain the most visited, followed closely by Valencia, Palma de Mallorca, Málaga and Alicante. Rounding out the top ten are Granada, Córdoba and San Sebastián—each combining strong cultural appeal with a developed tourism infrastructure.
Coastal favourites continue to draw large crowds
Coastal tourism still plays a key role in Spain’s overall appeal. Destinations such as Benidorm and San Bartolomé de Tirajana remain highly visited. Other popular coastal towns include Salou, Adeje, Marbella, Calvià, Arona, Lloret de Mar, Mogán and Alcúdia. These areas benefit from a wide variety of accommodation options and established transport links.
Inland towns and rural retreats attract new interest
Away from the coasts, a growing number of domestic destinations are becoming more visible to tourists. Places like Ronda, Cangas de Onís, Monachil, and Naut Aran are seeing increased interest, particularly from those seeking adventure or cultural authenticity. Towns such as Jaca, Vielha e Mijaran, Benasque and Torre-Pacheco are also gaining traction.
Unique Tajo Gorge in Ronda under construction
Economic benefits and imbalances
Tourism remains a major contributor to local economies, supporting jobs and services across the country. However, the uneven distribution of visitors continues to pose a challenge. While some destinations thrive, others struggle to attract sufficient numbers. Established resorts and cities have the advantage of long-term promotion and mature infrastructure, which newer destinations lack.
A sustainable future for Spanish tourism
The expansion of tourist interest beyond Spain’s most famous locations offers both opportunity and challenge. Diversifying tourism can reduce pressure on overcrowded areas and spread economic benefits more widely. However, success depends on sustainable development, regional planning and support for emerging destinations.
As Spain continues to position itself as a leading travel destination, the future will depend on how well it balances growth with equity.