Despite these extraordinary results, the analysis of where international travelers come from draws a picture of growing contrasts among the traditional source markets. The United Kingdom, France, and Germany continue to rank as the main countries of origin for tourists visiting Spain, with more than 19 million, 12.7 million, and 12 million visitors, respectively. However, while the British market maintains a moderate pace of growth, early signs of stagnation or a slight decline are beginning to appear in France and Germany, which poses challenges for destinations that have historically depended on these sources.
Specifically, tourist flows from France have experienced a slight year-on-year reduction, and although Germany still holds a prominent place among source markets, its growth rate has been very moderate compared to other countries. Other European countries such as the Nordic markets and Belgium have shown a slower evolution, with small increases or figures that are practically flat. This highlights the saturation of some traditional markets and the need to diversify promotional efforts toward regions with greater potential for growth.
In contrast, other markets have shown more positive dynamics. Ireland, for example, recorded a strong increase in arrivals to Spain, with growth of more than 10%, and other European countries such as Switzerland also posted growth rates above the average. In addition, non-European source markets, although they account for a smaller share of the total, have been gaining relevance in terms of spending per visit, which adds value to the overall tourism economy.
By tourist region, Catalonia consolidated its leadership as the most visited destination in the country, with more than 20 million international tourists, followed closely by the Balearic Islands and the Canary Islands, both with figures exceeding 15 million visitors. These destinations have been able to attract steady flows thanks to their natural resources, service infrastructure, and a diversified cultural, leisure, and entertainment offer, although they also face challenges related to sustainable tourism management and the pressure on their urban and natural environments.
The context of the tourism record in Spain has also been accompanied by a growing debate about the sustainability of the mass-tourism model. In recent years, especially after the recovery of visitor levels prior to the pandemic, various localities have experienced tensions linked to overtourism, generating social protests and calls for public policies that balance tourism activity with residents’ quality of life and environmental protection.
In the face of these challenges, the authorities of the Ministry of Industry and Tourism have argued for the importance of continuing to move toward a more diversified and sustainable model, combining the attraction of high visitor volumes with the promotion of higher value-added tourism products, the reduction of seasonality, and the improvement of the visitor experience in urban, rural, and coastal destinations. Spain’s presence at international fairs and campaigns aimed at emerging markets are part of that strategy.
In short, 2025 will be recorded as another chapter of excellence in Spain’s tourism trajectory, with records in arrivals and spending, but also with clear signs of the need to rethink strategies and diversify markets to ensure balanced and sustainable growth in the coming years.
