• Turespaña has just published studies that analyze up to 42 markets that send tourists to Spain.

Spain has reaffirmed its position as one of the most important tourist destinations internationally in 2023, consolidating not only for its attractive climate, hospitality and good value for money, but also for its commitment to sustainability, an increasingly determining factor for international travelers. According to the latest Tourism Outbound Market Studies, published by Turespaña, sustainability has become a key element in choosing Spain as a holiday destination, especially in markets such as the Netherlands, the United Kingdom, Germany and the Nordic countries.

The reports, prepared by the Ministries of Tourism Abroad and which cover a detailed analysis of 42 markets that send tourists to Spain, highlight how concern for environmental impact, the use of resources and sustainability in its broadest sense are influencing significantly in tourists’ travel decisions. This paradigm shift reflects a growing global trend towards more conscious and responsible tourism.

In addition to sustainability, the studies also highlight the importance of other factors that continue to position Spain as a leading destination worldwide. Quality of life, good weather, safety, and value for money are aspects highly valued by international tourists, and have been fundamental to maintain and increase market share in key countries such as the United Kingdom, Germany, France and Italy.

In 2023, the United Kingdom remained the main issuing market, with a total expenditure of 19,905 million euros and an increase of 16% compared to the previous year. British tourists represented 20.3% of the total flow of travelers, consolidating the good image of Spain as their preferred holiday destination. Germany, for its part, reaffirmed itself as the second most important outbound market, with spending of 12,978 million euros and a 14% share in the outbound tourism market. France also played a crucial role in tourism to Spain in 2023, with a total expenditure of 9,738 million euros and an increase of 19.35% compared to the previous year.

Regarding long-haul markets, the United States stood out for its impressive growth, with a historical record in both arrivals and tourist spending. In 2023, 3.8 million American tourists visited Spain, generating a total expenditure of 7,764 million euros, 34.5% more than in 2019. This increase reflects the great growth potential of American outbound tourism to Spain, anticipating years of expansion and dynamism. On the other hand, Japan and China showed a slower but steady recovery after the pandemic, with a particular focus on cultural and experiential tourism. The return of direct flights is expected to significantly boost Japanese tourism in the coming years, while improved air connectivity with China also predicts an increase in the number of Chinese tourists.

Long-haul markets are showing growing interest in Spain, with trends pointing towards an increase in demand for cultural and gastronomic experiences, as well as a particular interest in sustainable and less seasonal products. This interest not only helps to deseasonalize tourism, but also opens new opportunities to develop tourism offers that are attractive throughout the year. The studies prepared by the Foreign Tourism Departments can be downloaded through the Turespaña website.

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