Spain 2025: Where record-breaking demand meets new competition

Spain’s tourism industry shattered records again in 2024, claiming its spot as the world’s second-most-visited country and fueling a 16% jump in travel spending. As high-end hotel brands expand aggressively and international arrivals soar past 93 million, Spain is solidifying its position as a premium destination for travelers — and investors.

In our latest research report Spain Travel Market Brief 2025, part of the newly revamped Europe Travel Market Report 2025 series, Phocuswright dissects the market forces driving this success — from surging tour operator growth to new competition in high-speed rail. Plus, we uncover how shifts in online and offline booking behaviors, direct versus OTA dynamics, and macroeconomic influences are shaping the next chapter of Spain’s travel story.

Key themes previewed:

• High-end hotels and investment momentum in Madrid
• Rail innovation challenging traditional incumbents
• Growing digital maturity among Spanish travelers
• Stabilization trends after years of hypergrowth
• Risks and opportunities on the horizon for 2025 and beyond

Unlock the full view: Discover why Spain’s growth story is far from over — and where opportunities are opening up for businesses ready to move.

About the series

Sharper. Smarter. Still the Source.
Refreshed for 2025, Phocuswright’s Europe Travel Market Report series delivers market analysis, comprehensive sizing and projections for the European travel industry from 2022-2028. Featuring dedicated coverage of France, Germany, Italy, Scandinavia, Spain, and the U.K., the series offers a detailed view of the segments, trends and distribution dynamics shaping Europe’s travel landscape.

New for 2025: The series now features a mix of Essentials and Briefs — concise, targeted publications designed to give you the insights you need, faster and more digestibly.

Publications available now or coming soon:

• Europe Travel Market Report 2025
• France Travel Market Essentials 2025
• Germany Travel Market Essentials 2025
• Italy Travel Market Brief 2025
• Scandinavia Travel Market Brief 2025
• Spain Travel Market Brief 2025
• U.K. Travel Market Essentials 2025
• Europe Travel Market Data Sheet 2025 (for subscribers only)

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Did you hear that Phocuswright Europe is returning to Barcelona this June?

At Phocuswright Europe 2025, we’re not just gathering the industry — we’re gathering the deciders. The people recalibrating what it means to lead in a time of algorithmic acceleration, discerning consumers, and the reframing of rigid routines.

Get more information here.