Lorraine Williamson
Many Spanish travellers now prefer to slow down, connect with nature, and avoid the stress of over-tourism. Reflecting this shift in mindset, Spanish travellers choose quiet destinations over busy hotspots, seeking more meaningful and peaceful experiences.
According to a recent Skyscanner report, 60% of Spanish travellers now favour calm and unspoilt locations over traditional tourist hotspots. Many of them are also avoiding peak season to save money and experience more relaxed holidays.
Pandemic influence and changing priorities
The shift in preference began during the COVID-19 pandemic. As travel restrictions eased, many discovered the benefits of exploring lesser-known areas. This trend has since become a lasting change in travel habits.
Today, the desire for sustainable and meaningful experiences is stronger than ever. Rather than ticking off must-see sights, travellers are choosing to slow down and connect with their surroundings.
Cities remain popular, but the landscape is evolving
Madrid remains the top city destination for domestic travel, while Seville, Granada, Córdoba and Barcelona continue to attract high numbers. However, interest is growing in under-the-radar regions.
Areas such as Extremadura, Castilla-La Mancha, and parts of Aragón are seeing a rise in visitors. Inland villages in the Axarquía region, east of Málaga, are also benefiting from this shift.
Northern Spain and rural coastlines gain ground
Northern Spain is becoming a popular alternative to the south. Galicia, Asturias and Cantabria offer cooler climates and lush scenery during the hotter months.
Green Spain sets up largest ecotourism corridor in Europe
Along the coast, places like Marbella and Fuengirola still attract tourists, but travellers are increasingly drawn to quieter spots and inland communities with a slower pace of life.
Social media and youth interest in hidden gems
Social media platforms, especially TikTok, are helping drive interest in lesser-known destinations. Young people, in particular, are embracing the idea of exploring hidden gems and sharing unique travel experiences online.
These platforms play a key role in shaping perceptions of what travel can look like—less crowded, more personal, and closer to nature.
Going abroad, but differently
When heading abroad, Spaniards are also bypassing cities like London and Paris in favour of places such as Ljubljana, Vilnius, and Lecce. These European destinations offer cultural richness without the overwhelming crowds and at a lower cost.
This reflects a broader trend: travellers want more from their trips than just famous landmarks.
Government Support for Sustainable Tourism
In response to the shift, the Spanish government has introduced campaigns promoting sustainable travel. The Rutas Culturales y Naturales programme is one example, encouraging exploration of lesser-known areas and supporting rural economies.
A new outlook on travel
The report highlights a key change in mindset. Travel is no longer just about visiting the most popular sites. For many Spanish travellers, it’s now about slowing down, connecting with nature, and avoiding the stress of over-tourism.
As the summer season approaches, this evolving travel trend is likely to influence how Spain’s tourism industry adapts—both at home and abroad.