Spain nearing 100 million tourists and shifting its tourism model

This year, Spain is preparing for a record number of tourists, with visitor numbers potentially approaching 100 million. The country’s tourism minister, Jordi Hereu, said this does not concern the government, as Spain is moving towards a model of “calm growth” — a more controlled and sustainable development of the sector.

Spain is currently actively introducing new tourism approaches, including the development of less well-known regions, off-season travel, and the promotion of cultural, gastronomic, and nature-based tourism. For example, the campaign Think You Know Spain? Think Again promotes inland regions instead of popular coastal resorts.

At the same time, the government acknowledges the consequences of overtourism. In popular cities, particularly Barcelona, the growth of short-term tourist accommodation is driving up rental prices and pushing out local residents.

The government’s strategy is based on three key directions: decentralising tourist flows, reducing seasonality, and developing less visited regions. Around €3.4 billion in European funds has already been allocated for this purpose.

Demand patterns are also changing. Traditional beach tourism is chosen by 37% of tourists, while interest in cultural, gastronomic, and nature-based routes is increasing. Many visitors are also choosing to travel outside the peak season.

Overall, the Spanish government is not seeking to reduce tourism itself, but rather to redistribute it — both geographically and seasonally — and to shift towards a model that generates higher revenue with less pressure on cities.