Published on
September 3, 2025
Spain has just broken its own tourism record: over 11 million international travellers arrived in July, the highest ever recorded for any month in the country’s history. This surge follows a steady rebound in global travel since the pandemic, showing that Spain still tops the list for European vacations. Yet while the headlines are positive, updated statistics are cautioning about a possible slowdown in some key markets, especially the U.K., Germany, and France. The shifts happening here could hint at a new phase in how foreign tourists choose Spain in the next few years.
July 2024 was an outstanding month for Spain: more than 11 million international tourists stepped off planes, trains, and ferries, confirming that travel is back in a big way. July traditionally pulls the largest crowds, and this year surpassed the month even in the record years before the pandemic, proving that the reopen-and-rent era for Spain is alive and well. Sunny Mediterranean beaches, charming historic centres, and that unbeatable cultural buzz keep travellers clicking “book” over and over.
What’s drawing folks in? The Mediterranean coastline is still the crown jewel, with beaches that rival the best in the world. Barcelona’s buzzing streets, Madrid’s world-class art, Seville’s flamenco, and Valencia’s paella—collectively, they set the standard for city breaks. Spain’s wide-ranging regional cuisine, vibrant festivals, and rich history make any getaway an adventure.
Beyond its long-standing fame for sunny vacations, Spain keeps pulling curious travellers to its vibrant festivals, like Buñol’s wild La Tomatina and Pamplona’s heart-pounding Running of the Bulls. Year after year, these events pack the streets with adrenaline-seeking crowds.
Spain’s top-ranked July numbers might seem sunny, but the numbers hint at some familiar markets running out of gas. British, German, and French visitors, who normally fill Spain’s beaches and city hotels like clockwork, are now pausing, showing less urge to book those classic Spanish breaks.
British arrivals, traditionally the biggest slice of Spain’s tourist pie, now show a slower growth trend. Flights are full, but the numbers just aren’t flying up like before. The UK’s own economic headwinds and the growing lure of rival sunspots elsewhere are pulling some travellers to different beaches for the first time. Even small signs are now holding the UK’s beach-loving crowds.
German Tourists
Germany has always been among Spain’s top markets. Many Germans head straight to popular Mediterranean spots to enjoy the sun. However, the latest figures show a small dip in arrivals from Germany, even though the overall number of international visitors to Spain is still climbing. Rising living costs and wider economic challenges might be playing a part in this shift.
French Tourists
France has consistently supplied a large chunk of visitors to Spain, especially in places like Catalonia and the Pyrenees. Yet the latest stats reveal a plateau in French arrivals. Year-on-year growth is hardly budging, and travellers may be drifting to competing spots, as countries like Italy and Portugal aggressively market to French holidaymakers.
Taken together, the modest drops from Germany and France indicate that Spain is not losing its luster, but its core visitor demographics are changing. These long-time holidaymakers may be factoring in new economic pressures or simply exploring other alluring options abroad.
Shift Toward New Markets
While growth from Spain’s classic markets is tapering off, the country is welcoming a rising number of visitors from newer regions. People coming from the United States, South America, and select Asian countries are the main source of this boost. Interest is concentrated on major cities like Madrid, Barcelona, and Málaga, where a winning blend of history, culture, and sleek modern living appeals enormously.
With travel behaviour evolving, Spain is also recording a sharp increase in long-haul visits. Tourists coming from various continents beyond Europe are steadily becoming a crucial part of the tourism mix.
Tourism Activities Driving Growth
Spain’s wide range of holiday experiences keeps adding new travellers to its visitor list. Here are the highlights:
Cultural Tourism: Spain’s rich history and world-class culture continue to entice. Places like the Alhambra in Granada, the unfinished marvel of the Sagrada Familia in Barcelona, and the Prado Museum in Madrid draw millions of art and history lovers every year.
Beach Tourism: The country’s stunning coastlines can’t be beaten. The sunny shores of the Mediterranean and the cooler Atlantic, including the famous Costa Brava, Costa Blanca, and the alluring Canary Islands, remain top choices for holidaymakers in search of sun, sea, and sand.
Gastronomy: Spain’s culinary scene dazzles food lovers. Travellers head straight to Madrid, Barcelona, and the Basque Country for mouthwatering tapas, Spain’s unique, casual dining style, and meals at Michelin-starred spots that keep earning glowing reviews.
Adventure Tourism: Spain is not for couch potatoes. Its soaring mountains and scenic parks, like the Pyrenees and Sierra Nevada, tempt hikers, skiers, and thrill-seekers. Trails, slopes, and rivers promise adventure in every direction.
Festivals and Events: Spain loves a party. The fiery Fallas in Valencia, the moving Semana Santa holy celebrations in Seville, and the exhilarating San Fermín running of the bulls in Pamplona keep thousands excited and visiting every year.
Tourism Outlook for Spain
Even with a few traditional visitor markets growing more slowly, Spain’s overall tourism game stays strong. The Iberian Peninsula is still hitting annual goals, with more international arrivals day by day. The slow shift in major markets, however, reminds Spain it has to keep broadening the guest list. Emerging regions, mingled with long-standing favourites, now steer tourism policy.
So the Spanish authorities will keep fine-tuning its playbook. Expect fresh campaigns promoting lesser-known regions and fresh travellers, and Spain will keep polishing its inviting sparkle to compete on every global tourism scoreboard.
