Published on
October 8, 2025
Spain’s tourism sector has experienced a notable slowdown in growth this summer, with the industry recording only a 2.8% increase compared to the same period last year. According to the latest quarterly report from Exceltur, the Spanish tourism alliance, this modest growth marks a significant departure from the explosive expansion that the country’s tourism industry has seen over the past several years. The report highlights that Spain’s tourism sector is now entering a new phase of normalization, moving away from the unsustainable growth levels that once positioned tourism as the country’s leading economic driver.
Despite the overall moderation, tourism continues to play a significant role in the Spanish economy, but Exceltur has revised its full-year forecast for 2025, bringing it down to 2.8% from an initial 3.3%. This indicates a sharp decline in tourism’s contribution to Spain’s GDP growth, especially when compared to previous years.
The Shift to Normalization and Its Impact on Spain’s Economy
For years, Spain’s tourism industry has been a vital economic engine, with tourism growth consistently outpacing other sectors. However, Exceltur‘s latest report signals a transition into a phase where tourism growth will align more closely with the broader macroeconomic conditions of the country. This shift reflects a moderation in demand, with the sector evolving from a phase of record-breaking growth to more sustainable and stable growth levels.
Óscar Perelli, the Executive Vice President of Exceltur, acknowledged that while tourism is still an important contributor to the economy, its role as the leading driver of Spain’s GDP growth has diminished. This slowdown follows a 3.3% rise in the second quarter of 2025, indicating that the sector has already started to cool. Despite the slowdown, the report emphasizes that tourism will remain an important sector, but its contributions are expected to stabilize moving forward.
Growth Cooling Across Key Tourism Indicators
Exceltur’s report highlights a variety of factors contributing to the slowdown in Spain’s tourism sector. Sales growth during the summer months reached just 2.8%, a sharp decline from the 4.5% growth recorded in 2024. Employment growth in the sector also saw a slowdown, with an increase of only 2.1%, which falls below the national average of 2.7%. This suggests that while foreign demand remains strong, domestic tourism in Spain has stagnated, failing to keep up with the broader demand from international travelers.
Foreign visitor arrivals saw a 2.3% increase compared to last year, while overnight stays grew by only 0.5%. Despite this, tourist spending has remained relatively strong, with an overall rise of 5.6% from 2024. Exceltur attributes this increase to higher prices and longer stays by some international travelers, particularly in popular regions. Traditional European source markets like Germany, France, Italy, and Belgium showed weaker demand, but arrivals from countries like the United Kingdom, Ireland, Poland, Portugal, Asia, and Latin America helped offset the decline.
A Broader Economic Moderation Across Spain
The slowdown in the tourism sector is reflective of a broader economic moderation across Spain. Perelli stated that the dynamics of the tourism sector are now more aligned with the broader economic landscape, where growth is no longer as rapid or extraordinary as it has been in recent years. The country’s overall economy has begun to cool, and the tourism industry is experiencing a similar normalization.
Spain’s transition into this new phase of growth reflects the adjustments made as the economy moves away from the post-pandemic recovery period and into a more stable phase. The tourism sector, while still expanding, is doing so at a pace more in line with the broader economic conditions and macroeconomic trends.
A Vision for Sustainable Growth in Tourism
While Exceltur acknowledges the slowdown, the organization has emphasized that this change should not be viewed negatively. Instead, the normalization of the sector should be seen as a necessary transition toward long-term sustainable growth. The report underscores the need for policy adjustments to foster sustainable tourism development while continuing to generate value for the Spanish economy.
Looking ahead, Exceltur forecasts that the final quarter of 2025 will see sales growth of approximately 2%, marking continued moderation in the sector. The organization has called for increased collaboration between public and private stakeholders to enhance tourism’s contribution to Spain’s economic well-being. Recommendations include accelerating the implementation of Spain’s Sustainable Tourism Strategy Spain 2030, revitalizing mature sun-and-beach destinations, and addressing issues such as illegal short-term rentals that may impact the long-term sustainability of tourism.
Enhancing Infrastructure for Future Competitiveness
Another key recommendation from Exceltur is the improvement of tourism infrastructure in Spain, particularly in the areas of airports and rail networks, which faced disruptions during the summer months. The organization has urged Adif and Aena, the entities responsible for Spain’s rail and airport services, to expedite investments and focus on service quality rather than maximizing profits. Ensuring reliable and efficient transport systems will be crucial for maintaining Spain’s competitive edge as a global tourism destination.
The Shift from Visitor Volume to Service Quality and Sustainability
As tourism in Spain begins to mature, the focus is shifting from increasing visitor volume to improving the overall quality of the visitor experience. Perelli emphasized that Spain’s success in the future will depend less on attracting large numbers of visitors and more on the quality of service, the sustainability of tourism practices, and the long-term impact of the industry on the economy. The sector must evolve to meet the demands of eco-conscious travelers and focus on sustainable tourism practices to maintain its position as a global leader.
Addressing Structural Challenges for Long-Term Stability
Exceltur’s report also highlights the need to address structural challenges that could affect the future performance of Spain’s tourism sector. These challenges include the growing pressure on tourism infrastructure, the impact of seasonality, and the evolving expectations of travelers. By focusing on innovation, destination management, and environmental adaptation, Spain can ensure the long-term competitiveness of its tourism industry while maintaining economic growth.
Conclusion: Spain’s Tourism Sector in Transition
While the slowdown in Spain’s tourism growth is evident, it is not necessarily a negative development. The normalization of growth reflects the country’s shift toward more sustainable and stable growth levels. Spain continues to be a top global destination, attracting millions of visitors each year, but the tourism industry’s economic influence is expected to become more balanced with other sectors.
The future of Spain’s tourism industry lies in quality over quantity—ensuring that visitors receive exceptional experiences while promoting sustainability and responsible tourism practices. As the country enters this new phase, its focus on service quality, infrastructure improvements, and innovative strategies will help solidify its position as a top global tourism destination.
