Spain recorded 94 million foreign visitors during 2024, a figure that beats all previous annual arrivals data and is only six million fewer than the most-visited country in the world, France, making the Iberian kingdom a close runner-up to its Gallic neighbour in the international popularity stakes.
It’s the second time Spain has surpassed its “personal best” since 2019 and surging demand in the southern European nation now includes more and more visitors coming from increasingly far afield. The United States, Latin America and Asia are all bigger source markets than before.
What about overtourism?
That demand is however placing some strain on Spain’s ability to graciously welcome guests. Anti-tourism protests have become a frequent feature of travel and tourism news, as local discontent with the burden on infrastructure, the use of precious water resources, and the impact of proliferating short-term rentals on the housing market makes itself felt. Sunbeds have been slashed, tourists have been warned away from beaches by fake signage and threatened by anti-tourist graffiti, and marches and demonstrations have taken place.
The problem is so acute that some local authorities have banned short-term rentals or limited new licences. Prime Minister Pedro Sanchez even recently proposed taxing house purchases by non-EU nationals at a rate of 100%, or even banning non-EU purchases of investment homes altogether.
10% more guests, 16% more spending
The new figures from the UN World Tourism Barometer reveal that 2024 saw a 10% increase over the 83.5 million people who visited the country in 2023. But the numbers, confirmed by Industry and Tourism Minister Jordi Hereu, show that revenues from foreign visitors rocketed to €126 billion in the last four quarters, up a whopping 16%, meaning tourism now makes up 12.3% of Spain’s gross domestic product.
Just how the country has achieved an increase in tourist spending that outstrips its increase in arrivals will be something other nations battling with similar overtourism crises will be looking at very closely. Part of the answer lies in a pivot by tourists, away from sun and sea vacations and towards holidays centring more on culture and gastronomy – the latter was up 4% compared to 2019, the Tourism Ministry said.
What’s more, some tourists have been successfully convinced to abandon the peak summer season and lured away from well-known and overstretched destinations such as the Balearic Islands, Barcelona, and the Canaries.
Nonetheless, it remains to be seen whether Spain’s popularity will continue to grow throughout 2025 amid fears about the negative impact of a new tourist registration system introduced by the government to allay security concerns. If some tourists do stay away, not everyone, it seems, will be upset.