Spain fights back: Travel agents combat “tourismphobia” myth among Brits
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It’s been a weird year for Spanish tourism. Scroll through the British press and you’d think Spaniards are fed up with tourists altogether, from protests in Mallorca to “Tourists go home” graffiti in Barcelona.
But behind this noise, travel experts say something else is happening: misinformation.
Now, British travel agencies have had enough. The UK’s main travel association, ABTA, has launched a guide to help agents explain the situation to worried clients. In doing so, they push back against what they call a “distorted picture” of Spain’s relationship with tourism.
A guide for Brits travelling to Spain
Speaking at the World Summit of Travel Agency Associations in Jaen, southern Spain, ABTA’s director of public affairs, Susan Deer, said the issue had become impossible to ignore.
“In the UK, the media loves a travel story and in the last 18 months, many have focused on anti-tourism. Naturally, that makes clients nervous,” she said. “We created a guide to help agents start honest conversations with travellers and give them the facts.”
The guide, available online for UK travel advisers, explains how to talk about the protests. The guide explains the real causes behind them and why they don’t mean British holidaymakers aren’t welcome.
Spain is still in Brits’ hearts
Despite the headlines, bookings to Spain haven’t dropped. ABTA says demand for the Balearics, Costa del Sol and Canary Islands remains as strong as ever. “People haven’t stopped going to Spain. That’s down to how destinations manage tourism and how travel agents communicate it.”
Mark Meader, executive vice president of the American travel association ASTA, agreed, and pointed a finger at sensationalist coverage.
“Media outlets chase negative headlines. But this gives agents a real opportunity to educate consumers and remind them why travel matters,” he said.
Beyond the headlines
Tourism experts say travellers are simply changing. Post-pandemic, many now seek experiences that feel more authentic, not just sunbathing at crowded beaches. “People still want to see the Eiffel Tower,” said Meader, “but they also want a glass of wine in a small Catalan village or to visit a quiet cove in Menorca.”
For Spain, that’s not bad news at all. The shift could help spread visitors more evenly and ease the strain on hotspots like Barcelona, Valencia, Malaga or Palma de Mallorca.
Meanwhile, travel agents are being encouraged to “tell the fuller story”, that Spain’s protests are less about tourists and more about housing, wages and sustainability.
So no, Brits aren’t about to get water-gunned in Barcelona. The beer and the wine are still cold, the beaches are still there. You’re still very welcome. Spain wants you to come, perhaps just a little smarter and a little more respectful.
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