Spain‘s tourism industry experienced an unprecedented year in 2024, breaking records with 94 million international visitors. The country is a prime example of an area struggling with overtourism. Vilified by citizens, but a major pillar of the economy and the welfare and prosperity of the kingdom. 

The 2024 tourism year marked a significant milestone, making it the best year for tourism since records began. Industry and Tourism Minister Jordi Hereu i Boher (Catalan Socialist Party) highlighted that this figure represented a 10% increase from the 83.5 million tourists recorded in 2023. 

The revenue generated from international tourism reached a staggering €126 billion, up 16% from €108.7 billion in the previous year. Tourism’s contribution to the Spanish economy remains critical, accounting for 12.3% of the gross domestic product.

France still #1

This resurgence of tourism has propelled Spain to cement its position as the second most popular destination globally, after France, according to the United Nations World Tourism Barometer. 

Post pandemic

The recovery follows the challenges posed by the COVID-19 pandemic, which brought international travel to a standstill. Spain’s appeal as a sun and beach destination remains strong, but there has been a notable shift towards more diverse travel motivations. 

Cultural tourism surged by 32% compared to 2019, while culinary travel rose by 28%, indicating a transformation in the tourism model towards quality and variety. Inland destinations, beyond Barcelona, the Mediterranean Sea, and the Canary Islands, have grown in popularity, alongside increased travel during off-peak months.

The trends observed in 2024 reflect a broader shift towards a higher-quality and more diversified tourism model. 

Medium seasons

Compared to 2019, the low and medium seasons have witnessed higher increases in traveller numbers than the high season, indicating progress in addressing seasonality. 

Communities in Spain’s green and inland areas have outperformed traditional tourist hotspots in terms of growth rates. From January to November 2024, tourists visiting these regions increased by 12.9%, and their spending rose by 18.9%, compared to growth rates of 10.5% and 16.5% respectively in the six main communities.

From outside Europe

The composition of international visitors has also shifted. High-value markets, such as the United States, Latin America, and Asia, have grown significantly compared to the European market. 

These trends align with public policies aimed at diversifying Spain’s tourism offerings. Minister Hereu underscored the importance of innovation, sustainability, and competitiveness, objectives that were spotlighted at Madrid‘s FITUR 2025, one of the world’s most significant tourism fairs. 

The 45th edition of FITUR saw the participation of over 9,500 companies from 156 countries and more than 150,000 professionals. Key themes included fostering sustainability and celebrating the 40th anniversary of Turespaña, Spain’s tourism promotion body.

Quid 2025?

Looking ahead, projections for the first quarter of 2025 suggest continued growth. Spain is expected to attract nearly 26 million tourists, a 9% increase from the same period in 2024, with spending forecasted to rise by 16% to €36 billion. 

Employment in the tourism sector also experienced a notable improvement, with tourism-related jobs increasing by 3.8% year-on-year in December 2024, reaching 2.6 million workers. This growth reflects not only an increase in the number of jobs but also enhancements in job quality, with salaried employment rising by 4.4%.

Overtourism: housing crisis?

However, the surge in tourism has reignited debates over its impact on Spain’s housing crisis. 

Airbnb has come under scrutiny, with critics arguing that short-term rentals exacerbate housing shortages and inflate prices. Prime Minister Pedro Sánchez Pérez-Castejón (PSOE) recently called for “more affordable housing and less Airbnb,” prompting the platform to defend its position. 

Airbnb cited a PwC report stating that short-term rentals contributed to only 0.3% of housing price increases over the past five years. The company argued that insufficient housing construction and the prevalence of empty homes, which account for 14% of Spain’s housing stock, are the primary culprits.

An Oxford Economics study further supported Airbnb’s claims, estimating that returning all Airbnb listings to the residential market would lower housing prices by less than 0.4% in Barcelona and 0.3% in Madrid. 

The platform warned that overly restrictive regulations could harm Spain’s tourism competitiveness by reducing accommodation options and driving up hotel prices. Nonetheless, Airbnb acknowledged the challenges posed by mass tourism and expressed its commitment to working with governments to address the housing crisis.

Airbnb has proposed a regulatory framework based on four principles: distinguishing between business activities and occasional rentals, implementing a unified online registration system, adopting evidence-based and proportionate rules, and tailoring regulations to the needs of rural and urban areas. 

These measures aim to balance tourism growth with housing affordability and ensure equitable development across Spain.

Conclusion

Despite the challenges, Spain’s tourism sector continues to thrive, bolstered by strategic policies and global demand. The transformation towards a sustainable, high-quality tourism model signals a promising future for one of the country’s most vital industries.

Post-pandemic travel requirements

• Spain demands your personal data before you travel there.
• United Kingdom introduces mandatory Electronic Travel Authorisation (ETA) for US, Canada, Australia, EU citizens from 2025.
• European Union, Switzerland, Iceland, Norway, Liechtenstein introduce European Travel Information and Authorisation System (ETIAS) from May 2025.