Spain aims for high-impact tourism

In 2025, Spain is aiming for a record-breaking 100 million international tourist arrivals . With strong demand from markets like Türkiye, Spanish tourism authorities are focusing on smart growth—expanding connectivity, promoting lesser-known destinations, and managing the effects of overtourism. As sustainability and community impact become key priorities, Spain is shifting towards a model that values quality over quantity and seeks high-impact, responsible travelers.

Gonzalo Ceballos , Mediterranean Regional Director of Turespaña —the institution under Spain's Ministry of Industry, Trade and Tourism—and Spain's Tourism Counsellor in Türkiye, shared his insights on the country's key tourism topics such as overtourism, tourist profile, pricing, and Spain's 2025 tourism goals with T urizm Ekonomi News Editor Savaş Daş.

TE: What are Spain's expectations for the 2025 tourism season, and to what extent have they been met so far? GC: We are extremely happy with the demand for travel to Spain, as you know in 2024 we received over 600,000 visits from Turkey, and over 1 million passengers on direct flights from airports in Turkey. In 2025 we expect growth thanks to the increase in connectivity with Spanish carriers as Air Europa (Mad) and Vueling (BCN) or local carriers such as Turkish Airlines (A GP, BIO, BCN, MAD, SVQ and VLC ), Pegasus ( BCN, MAD, SVQ ) or SunExpress (BCN, MAD). We are grateful for the support of Turkish travel agents, media and operators, and delighted with the publics response. We think, as our claim in English says: You Deserve Spain

TE: Turkey is often in the spotlight due to price increases and resulting demand contraction. Is Spain facing a similar situation?

GC: We believe the Spanish tourism offer is extraordinary in quality, value and product range. Spain is heading to the 100 million international tourist arrivals in 2025. There is definitely no contraction in tourist numbers! The recent price increase of our tourism services – still very competitive – has produced a hike in tourism revenues in excess of 126 billion euros in 2024. Hopefully all our destinations will continue to offer hospitality, quality and authenticity to cater for all those who wish to visit us.

TE: How are the recent protests against mass tourism in Spain's key destinations affecting inbound demand?

GC: World tourism is, and will grow. According to UN Tourism by 2030, the total number of tourist trips is expected to reach 37.4 billion, of which 1.8 billion will be international overnight arrivals. Tourism destinations must prepare for this and construct a proper governance structure to cope with needs, infrastructure and supply demands of those that are visiting. We have to offer good, individual and quality tourism experiences to visitors, but we also have to guarantee that residents, local communities and workers benefit from tourism.

Protests are not massive or global but activists are calling the authorities attention to concerns about the “negative” side of mass tourism: overcrowding, rising living costs, and the loss of local culture. It is their responsibility to listen, study and tack action.

TE: What measures is Spain taking—or planning to take—to manage overtourism and ease pressure on local communities?

GC: Mass tourism -or overtourism- occurs at peak seasons at some locations (major tourist attractions) in some tourist destinations. A large proportion of international tourism to Spain visits us in the summer months and is concentrated in Mediterranean coast and islands destinations. There is much to be done to extend tourism seasons, and spread tourism footprint to new -lesser visited- destinations.

Thinking of Spain in 2025: if we can even split the expected 100 million international arrivals throughout more months (extend high season to April-October) the pressure on destinations will be lesser. If these international tourists visit more destinations, their experience will be better and their contribution to local communities, companies and workers higher.

In Spain , our sustainability proposal is focusing on promoting a different tourism offer, more aware and curious it is: Slow Tourism (#Think You Know Spain? Think again). This is, offering better tourism experiences, with different motivations in different Spanish destinations.

TE: Like Türkiye, Spain is pursuing a strategy to attract high-income visitors. How much progress has been made on this front?

GC: As mentioned before numbers of international tourists are growing but tourism revenue is growing faster, we believe it is because we are attracting higher income visitors. Having said this, our goal is not so much high income visitors but visitors with a high positive impact. We want international tourism to contribute to the prosperity of as many destinations, communities and people as possible.

The visitors and tourists we try to attract are those that can: protect and enrich our natural or cultural heritage sites; promote better working conditions and increase wages of those employed in tourism; offer employment opportunities and economic development to communities and destinations; respect our culture, nourish traditions and share our “way of life”.

In essence we are pursuing a “win-win” visitor, a visitor that will receive the best tourist experience while giving the highest benefits to communities and destinations.