At a time when Spain wants to go beyond the eternal “sun and beach,” the country is deploying new strategies to attract more tourists. Focus on the wave of padel — the favorite sport of the peninsula — transformed into a driver of diversification with all-inclusive stays, a mix of training and exploration, and courts accessible almost everywhere. From Barcelona to Salou to Tenerife, the message is clear: come to play, stay to feel alive.
Emphasizing diversification and soft adrenaline: to attract more travelers, Spain is activating new levers — from the boom in padel to all-inclusive offers tailored for sporty tribes, alongside smart partnerships with agencies and a storytelling approach that goes beyond the traditional ” sun and beach“. On the agenda: flagship events, infrastructure deployment, highlighting lesser-known regions, and a dose of technology to make the experience irresistible, from Barcelona to Tenerife, while taking into account international trends.
After decades of shining on the sand and under the sun, Spain is reinventing its showcase. The clear objective: attract curious, active visitors who are ready to extend their stay. The unexpected driver of this transformation? A lively sport, padel, which has become a cultural phenomenon and a new reason to travel. Tourism authorities are betting on a winning combination: accessible infrastructure, late slots, clubs everywhere, and travel + sport packages designed to turn desires into getaways.
This strategy is based on strong signals: the rise of sports tourism, the thirst for authentic experiences, and the desire to distribute flows beyond overcrowded hubs. Implicitly, it aims for a premium yet inclusive positioning, addressing both beginners and enthusiasts, families and groups of friends.
From “sun and beach” to “sport & city-break”
The summer monoculture is over: Spain is enriching its narrative with stays that combine city-break, sports training, gastronomy, and culture. You play, you visit, you stroll, you taste. The idea is simple: multiply the reasons to come — and come back — by offering thematic, flexible, and memorable experiences. Padel serves as the main attraction, but the logic extends to golf, sailing, and nature sports.
Padel, the new magnet for travelers
Born in Mexico and become popular in Spain, padel has captivated millions of players, with ubiquitous clubs and extended time slots. In France, the sport is growing rapidly: over a hundred thousand licensed players with the FFT and several hundred thousand recreational enthusiasts. This provides ample opportunities for cross-border getaways that are easy to sell: accessible rules, immediate pleasure, a social dimension — the perfect combo for organizing a long sporting weekend with friends.
All-inclusive offers and urban combos
All-inclusive packages are gaining momentum, with well-identified hotspots: Barcelona, Salou, Tenerife. Morning coaching sessions, beach or museums in the afternoon, tapas at sunset: a simple, effective, Instagrammable recipe. Some specialized agencies note two successful formats: intensive training (3 to 4 hours per day) and the “discovery mix,” which combines skill development and visits.
“An irresistible appeal”: The rise of padel transforms the offering
In clubs, one economic fact appeals to operators and hoteliers: on the footprint of a tennis court, two padel courts can be installed, and games are played with four people. The result: more players, more activities, more revenue. Technology providers like Playtomic streamline bookings and boost court occupancy. The ecosystem is ready; the destination follows.
XXL infrastructures, instant pleasure
On the court, the experience is designed to attract from the first ball: simple rules, rapid progress, an ultra-social dimension. Many residential complexes and hotels already have courts — sometimes underutilized. The roadmap is to make them visible, bookable in just a few clicks, and to attach services (coaching, rental of pala, friendly tournaments) that transform an impromptu match into a vacation memory.
Nights favoring cities
Charming asset: the culture of late-night play. In Spain, it’s not uncommon to see enthusiasts hitting balls past midnight, fostering stays that are both active and “nocturnal.” This extended rhythm benefits local restaurants, bars, and shops — a virtuous cycle for the local economy.
“An irresistible appeal”: Marketing, partnerships, and major events
The action plan is based on a well-defined storytelling approach: Spain wants to become the natural stage for travel padel. During major international events, such as the Alpine Paris Major 2025 at Roland-Garros, the Spanish Tourism Office has laid down the promise: a country where you can play everywhere, almost all the time, and complement that with high-quality cultural experiences.
Specialized agencies, eductours, and dedicated production
To accelerate, professionals are increasing “eductours” with partners like Promovacances, in order to inspire turnkey packages. French actors, such as La Toupie Bleue, confirm the market appetite: intermediary sports travel has potential, especially when it combines technical progression and urban exploration. In this context, Salou and Tenerife check all the family boxes, while Barcelona attracts groups of friends looking for a “sport + culture” format.
Observing the world to better attract
The Spanish strategy fits into a global trend: several destinations are adjusting their policies to attract higher-value visitors. For example, the simplification of formalities and the upgrade of offerings have boosted visitor spending in certain countries — see the case of Kenya. Spain draws inspiration from this in its own way: streamlining decisions, making experiences clear and irresistible, and encouraging longer stays.
“An irresistible appeal”: Redistributing flows and revealing regions
To avoid concentrating all visitors in the same spots, Spain is increasing connections with “sister” destinations that have successfully showcased their local assets. In France, the example of Médoc and its tourist office shows how a region can tell a complete story: vineyards, slow tourism, outdoor experiences. The same logic applies with the successes of summer tourism in Côtes-d’Armor, where the scenarized nature attracts a demanding audience.
Showcasing the “hidden gems”
In Europe, the map of “gems” is expanding. Italy proves this with an Italian city, a hidden gem that has become a showcase for more refined, local tourism. Spain is following the same path by revealing its medium-sized cities, lesser-known coastal villages, and heritage interiors — all perfect settings for padel training sessions punctuated by markets, bodegas, and riverside strolls.
Culture, festivals, and extended seasons
Sport is just one part of the equation: cultural calendars play a major role. Think of the summer season in Albi, an example of programming capable of extending stays and smoothing attendance. Transposed to Spain, this results in itineraries where a morning of padel coincides with an evening of flamenco, a jazz festival, or a temporary exhibition under the stars.
“An irresistible appeal”: Technology, data, and tailored experiences
Behind the wow effect lies a well-oiled mechanism. Platforms like Playtomic facilitate the booking of slots, offer compatible levels, and optimize court occupancy. For travelers, this ensures they can find a match on the fly; for hoteliers and clubs, it leads to better profitability and continuous activity.
Book with a gesture, play without friction
From payment to equipment rental, everything is designed to reduce barriers. Partner hotels can pre-book slots, offer courses, or customize sessions for families. All this easily combines with “signature” activities: tastings, rooftops, secret beaches, or micro-nature adventures.
Quality of welcome and attracting power
By targeting sports and experiences enthusiasts, Spain bets on an audience that spends more, travels out of season, and becomes advocates. The promise is clear: courts at every street corner, coaches to progress quickly, cities to feel alive, and landscapes to breathe — in short, an irresistible appeal that transforms a simple weekend into a memorable adventure.
