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• This is the conclusion of the 2025 Market Studies published by Turespaña, which analyze 25 source markets and compare data with 17 competing countries.

Spain has consolidated its position as one of the most highly valued tourist destinations worldwide, according to the 2025 Market Studies prepared by Turespaña. The analysis, which examines 25 source markets and compares data with 17 competing countries, highlights the country’s strength in key aspects such as safety, sustainability, authenticity of the experience, and the quality of its offering.

• International tourism sees a sustainable and growing increase

The report confirms the recovery of international tourism, with a significant increase in traveler arrivals, tourism spending, and air capacity. It also highlights the growing interest in offerings focused on culture, gastronomy, and contact with nature, as well as the positive perception of Spanish hospitality.

Among the most relevant source markets, the United Kingdom maintains Spain as its favorite destination, followed by Germany, where wellness and sustainable experiences are particularly valued. France, meanwhile, shows growing loyalty thanks to its proximity and competitive price-performance ratio. On the intercontinental level, the United States reaffirms its position as a key market in terms of spending volume, and Brazil and China also register strong interest in the cultural and gastronomic tours offered by our country.

Despite this positive trend, the report highlights several short- and medium-term challenges: inflation, transportation costs, and global concerns about climate change and pressure from tourism. However, Spain maintains its adaptability and expanding air connectivity, allowing the sector to face these challenges with prospects for sustained growth.

The 2025 Market Studies are available on the official Turespaña website.