Published on
January 8, 2026
In fact, in 2025, Spain received approximately 91.5 million foreign visitors-the best figure on record from the INE’s FRONTUR series. The same period also witnessed this nation gross a revenue amounting to as much as €126.7 billion from tourism. On the face of it, this would seem like a big win for the tourism sector in Spain. However, the country is increasingly grappling with such overwhelming success and finding out why a shift in tourism strategy is dire.
The Tensions of Over-Tourism: Crowded Destinations and Strained Resources
While Spain’s beaches and vibrant cities have long been magnets for global travelers, the sheer volume of visitors is beginning to show its effects. From congested historic centers to rapidly increasing housing costs, Spain’s popular destinations are struggling to maintain a balance between accommodating tourists and preserving quality of life for residents. As viral social media trends continue to drive tourist traffic to once-quiet locations, previously hidden gems are now overwhelmed almost overnight.
Protests against overtourism have become a common occurrence in Spain’s most visited areas. Concerns around rising housing costs, the disruption of local neighborhoods, and the commercialization of day-to-day life are just some of the frustrations that locals are voicing. A notable example is Barcelona’s decision to phase out all licensed tourist apartments by 2028, in a desperate attempt to restore housing availability for local residents. The tension between locals and tourists has reached a point where Madrid is now pushing for a significant shift in the tourism model.
A New Strategy: Shifting the Focus Inland and Beyond the Summer Rush
Spain’s Minister of Industry and Tourism, Jordi Hereu, has introduced a new vision for the future of Spanish tourism. His message, delivered during a recent visit to Palencia in Castilla y León, emphasizes the need for a multi-faceted approach to tourism: “Deconcentrate destinations, diversify products, desaisonalise the offer, and digitalise the tourist experience.” By focusing on inland cities, Spain hopes to ease the pressure on popular tourist hotspots by directing visitors toward less crowded yet equally appealing destinations.
Hereu’s plan recognizes that the current tourism model, which thrives on sun, sea, and mass tourism, is no longer sustainable in the face of overwhelming demand. With heritage, culture, and beautiful landscapes abundant across Spain’s inland regions, the push to promote cities like Palencia presents an opportunity to balance the distribution of visitors while also enriching the travel experience for tourists. The goal is clear: to offer travelers new options that allow them to discover the richness of Spain’s lesser-known locations while alleviating the strain on coastal cities.
The Challenge of Seasonality: Spreading the Demand Throughout the Year
One of the main issues that Spain’s tourism faces is the seasonality of demand. Every summer, the influx of visitors creates peak periods that result in overcrowding, temporary jobs, and overstretched services. When the summer season ends, many tourist destinations go quiet, leading to unstable income for businesses and workers in the hospitality industry.
The government’s strategy is to promote longer, more consistent tourism seasons that extend beyond the summer months. By making inland and smaller cities more attractive year-round, Spain hopes to boost tourism outside of the traditional high season. This could help local businesses, including hotels, restaurants, cultural sites, and tour guides, maintain a steady stream of visitors and revenue, leading to more sustainable growth. The approach also aligns with shifting trends among travelers, who are increasingly seeking out smaller cities, authentic local food, and nature-oriented experiences that do not feel overly commercialized or artificial.
Madrid’s Approach: Collaboration and Investment in Infrastructure
A crucial element of Spain’s tourism strategy is collaboration with local municipalities and financial investment in infrastructure. Hereu’s plan calls for closer coordination with town halls through the implementation of tourism sustainability plans. These plans will focus on enhancing the infrastructure and accessibility of inland cities, improving local transportation routes, and upgrading visitor facilities at key cultural and natural landmarks.
Additionally, Spain’s push for digital transformation in tourism is a key factor in this shift. The state-run tourism tech body, SEGITTUR, is working on creating platforms that will streamline the visitor experience and help connect tourists with services in lesser-known areas. This digital infrastructure will be vital in ensuring that hidden destinations show up in tourist searches, giving smaller cities the visibility they need to attract visitors. By making booking processes easier and more intuitive, Spain can enhance the appeal of regions beyond the well-trodden path.
Avoiding the Pitfalls of Over-Tourism in New Locations
However, there is a significant risk that inland cities could face the same challenges as coastal destinations if they are marketed too successfully without careful planning. Overcrowding could easily occur in these regions, with housing markets becoming strained by an influx of short-term rentals. If municipal governments do not implement proper housing regulations and enforce them effectively, these new areas may fall into the same boom-and-bust cycle that has affected cities like Barcelona and Mallorca.
The success of Spain’s new tourism model will depend on whether the shift results in actual behavior changes from travelers. It’s not enough to simply market new destinations; Spain must ensure that tourists are encouraged to visit these areas at different times of the year, and that the experiences are genuinely different from those offered in overcrowded hotspots. Above all, the challenge will be to find a balance that benefits both residents and tourists, ensuring that tourism is not only economically advantageous but also socially and environmentally sustainable.
Looking Ahead: The Key Test for 2026
The real test for Spain’s tourism strategy will come in 2026. The question will be whether the investment in infrastructure, digital platforms, and regional marketing campaigns can successfully redistribute tourist demand. If it works, Spain could achieve a more balanced tourism model that avoids the pitfalls of overtourism while continuing to drive significant economic benefits.
