Else Beekman
For decades, British tourists have favoured Spain’s sun-soaked beaches and bustling coastal resorts. However, a significant shift is taking place. According to Manuel Butler, Tourism Counsellor at Turespaña in London, British travellers are now showing a growing interest in exploring lesser-known destinations and immersing themselves in authentic local experiences.
These tourists are also avoiding peak travel seasons, instead opting for longer stays that allow them to fully experience their chosen destinations. This trend is reshaping the way Spain caters to its most important international visitors.
Insights from FITUR 2025
This evolution in British tourism was a key topic at a panel discussion during the latest edition of the International Tourism Fair (FITUR). The discussion was organised by the British Chamber of Commerce in Spain, with support from Vueling. It highlighted the economic and cultural significance of British tourism.
Among the speakers was Mateu Hernández, General Director of Turisme de Barcelona, who provided valuable insights. Data from his department indicates that the average British tourist visiting Barcelona is 35 years old, travels as a couple, and stays for five nights. Furthermore, this tourist books accommodation and transport independently and has an average expenditure per person of €322.
Additionally, visitor satisfaction levels are high. British tourists rate Barcelona 8.8 out of 10, with architecture (9.3) and culture (9.0) as the top highlights. As a result, more than half returned for another visit, reinforcing the city’s appeal.
The economic and cultural impact of British tourism
The new British ambassador to Spain, Sir Alex Ellis, spoke about the impact of British tourism in Spain. “British people’s enduring love for Spain has a significant impact on the Spanish economy and our strong people-to-people ties. The fact that UK tourism represents 1.4% of Spain’s GDP is a testament to how welcomed Brits feel when they visit, fostering cultural exchange and mutual understanding between our two countries,” he said.
Patrick Torrent, Executive Director of the Catalan Tourism Agency, reinforced the importance of the UK market. Important both in terms of visitor numbers and quality of tourism. Despite Brexit, British tourists continue to choose Spain. In 2024, over 17.5 million British tourists visited Spain. This marked a 7.1% increase compared to the previous year. Furthermore, there is a conscious effort to transition from a high-volume tourism model to one that focuses on value, sustainability, and cultural enrichment.
Despite the changing profile, British tourists concentrate on the Canary Islands, Alicante/Costa Blanca, Girona/Costa Brava, Tarragona and Malaga/Costa del Sol. 47% of the tourists who visit Spain do so in the summer months.
Commitment to sustainable tourism
Sustainability is a growing concern in the tourism sector. The panel at FITUR 2025 highlighted the importance of cooperation between governments, institutions, businesses, and local communities. A cooperation is necessary to maintain tourism flows while promoting responsible travel.
Manuel Butler stressed in Hosteltur the need to involve local communities in creating authentic and enriching experiences for visitors. The Spanish Tourist Office in London is prioritising sustainable tourism initiatives, particularly those that have a positive social impact.
This is especially important considering the increased protests of locals against the overcrowding of coastal tourist hubs. Mass demonstrations against a tourism model that has driven up housing prices and turned cities into theme parks were held in places such as the Canary Islands, the Balearic Islands, Barcelona and Malaga.
‘Spain for All’
One such initiative is ‘Spain for All’, a campaign that aims to make Spain a welcoming destination for everyone, regardless of their physical abilities or backgrounds. This initiative uses artificial intelligence to connect British travellers with local communities, offering personalised travel recommendations.
Also read: Andalucia remains popular with British tourists despite price hikes