Clúster

• Turespaña launches an analysis of the issuing markets that shows the transformation of the sector.

Spain closed 2024 with record numbers in the arrival of international tourists and the spending generated, consolidating its leadership as one of the most in-demand destinations worldwide. According to the analysis of the latest executive files of the issuing markets published by Turespaña, the country received 93.8 million visitors, who spent more than 126,000 million euros. However, beyond these data, the report highlights a progressive transformation of the Spanish tourism model, with advances in deseasonalization and a more balanced distribution of tourism in the territory.

The analysis reveals that the low and medium season months experienced higher growth in the arrival of travelers and in spending, which indicates greater stability in tourist activity throughout the year. At the same time, less tourist-saturated regions have recorded significant increases in visitor influx and economic impact, reducing dependence on traditionally busier destinations.

An evolving tourist profile

The study also profiles the international traveler who chooses Spain. The majority visit the country for leisure (86.4%) and choose to stay in hotels (65.7%) or in tourist rentals (12.4%). Catalonia, the Balearic Islands and the Canary Islands continue to be the most popular destinations, while the most popular activities include urban tourism (64%), enjoying the beach (61%) and shopping (53%). In sociodemographic terms, middle-class travelers predominate, with higher education and ages between 25 and 44 years.

Growing source markets

Regarding source markets, Asian tourism has experienced a notable recovery, with China leading growth by reaching levels close to those before the pandemic. At European level, markets such as the Dutch, French and Polish have recorded positive performance, while in America the increase in visitors from the United States and Mexico stands out.

The United Kingdom continues to be the main country of origin for tourists to Spain, followed by France and Germany. However, in terms of spending, the German market occupies second position. Furthermore, destinations such as Belgium and the United States showed notable dynamism in terms of non-country tourist investment.

These data reflect a change in Spain’s tourism strategy, betting on a more balanced, sustainable and less dependent on seasonality model, key to the evolution of the sector in the coming years.