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IN BRIEF
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In the first quarter of 2025, Spain crosses a historic threshold in terms of tourist attendance. Welcoming 17.1 million international visitors between January and March, the country records a significant progression. This record growth is also reflected in a notable increase in tourism spending but raises challenges related to overtourism in several Spanish regions. This dynamic questions the management of hospitality, the distribution of flows, and the quality of life in the most sought-after destinations.
Records of attendance from the beginning of the year
Between January and March 2025, Spain attracted 17.1 million international tourists, an increase of 5.7% compared to the same period the previous year. This figure illustrates the country’s ability to continue to attract visitors, firmly establishing itself as the second most popular tourist destination in the world, just behind France. According to the latest statistics provided by the Spanish National Institute of Statistics, this level of attendance had never been reached during a first quarter.
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Growth driven by increased tourism spending
This enthusiasm for the Iberian destination is not limited to attendance. Traveler spending climbs to 23.5 billion euros over the same period, a progression of 7.2%. The Ministry of Tourism welcomes this evolution, a result of a strategy to upgrade the Spanish tourism offer. In March 2025, the average daily spending per visitor was 188 euros, confirming the country’s ability to attract an ever more affluent clientele.
Visitor origins: the United Kingdom leads, France advances
The United Kingdom remains the primary source of tourists for Spain, with 3.1 million visitors (+4.6%). The French show remarkable growth (+7.1%), almost on par with Germany, which remains stable with over 2.1 million visitors. Notably, in terms of spending, the British dominate the ranking (15.9% of total tourism spending), followed by the Germans (12.3%) and Nordic countries (8.8%).
The surge in tourism and its repercussions on territories
This rapid growth is accompanied by increasingly visible local tensions. Everywhere—from major cities like Barcelona to the Balearic Islands—the locals denounce the effects of overtourism: saturation of infrastructure, rising rents, and loss of quality of life. The Iberian Peninsula, like other global destinations exposed to record attendance, sees the debate on optimal management of tourist flows intensifying.
Diversification and seasonal spread strategies
In the face of these challenges, the government, through the voice of Tourism Minister Jordi Hereu, advocates for a diversification of destinations within the country and an “off-season” approach to tourist attendance. The goal: to distribute economic benefits more equitably and limit pressure on the most visited territories. This approach resonates with trends observed elsewhere, such as in Greece, where off-season tourism is gaining momentum (see the Greek example).
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A changing international context
This Spanish record is set against a global context where mobility, tourist behaviors, and management demands are evolving rapidly. Thus, China has recently experienced an explosion of overseas travel during its Golden Week, revitalizing the Asian tourism sector (discover the news). Many destinations are now questioning their models, much like some French sites or the Vatican, which are considering restrictions to preserve the quality of the experience.
The challenge of managing tourist popularity
At a time when some destinations are considering limiting attendance or revising their access policies (ending free access to iconic sites), the Spanish example illustrates the economic opportunities and fragile balances generated by mass tourism. The choices made by Spain regarding the distribution of flows, qualitative offers, and respect for local communities could serve as a reference for other destinations seeking sustainable tourism development (tourist season and site management).
