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Spain’s tourism industry continues to demonstrate remarkable resilience and growth, with officials expressing confidence in the country’s position as Europe’s leading destination despite increasing competition from emerging markets like Turkey and Morocco.
Spain’s Unwavering Market Position
Manuel Butler, director of the Spanish Tourist Office in the UK, has said he is “not concerned” about the growing appeal of rival destinations that are regarded as offering attractive prices. This confidence comes at a time when Spain has achieved unprecedented tourism milestones, with a record-breaking 94 million international tourists visiting Spain in 2024, representing a 10 percent increase from 2023.
The numbers speak for themselves. Spain was the most-visited destination among UK travellers in 2023, according to the Office for National Statistics, followed by France, Italy, Greece, Portugal and the US. This dominance reflects decades of investment in tourism infrastructure and the development of strong bilateral relationships with key source markets.
Understanding the Competitive Landscape
While Spain maintains its leading position, the tourism landscape is evolving rapidly. Turkey, which was in eighth position, grew its number of UK visitors by more than 16% year on year in 2024. This growth represents a significant shift in travel patterns, with price-conscious travelers increasingly exploring alternative Mediterranean destinations.
Butler acknowledges this competitive pressure, noting that “Turkey is doing very well. It has almost doubled its numbers [in recent years] and it is competing mainly in the mainstream market on price.” However, he emphasizes that Spain’s competitive advantages extend far beyond pricing strategies.
Spain’s Strategic Advantages
Geopolitical Stability
One of Spain’s most significant competitive advantages lies in its geopolitical stability. The country’s geopolitical stability compared to some of its rival destinations has become increasingly important, especially given increased instability and insecurity in the eastern Mediterranean region throughout 2024. This stability factor cannot be understated in an era where travelers prioritize safety and security.
Market Relationships and Trust
Spain’s relationship with key source markets, particularly the UK, provides a substantial competitive moat. Butler said Spain and the UK enjoy a “special relationship” built on familiarity and trust, meaning he expects strong visitor numbers for years to come. This relationship represents decades of cultural exchange, business partnerships, and positive travel experiences that create lasting loyalty among British travelers.
Superior Safety Ratings
Spain’s commitment to tourist safety translates into measurable competitive advantages. According to the World Economic Forum’s Tourism Competitiveness Index, Spain scores 6 (out of a maximum of 7) in the pillar measuring safety and security, a significantly higher score than leading competitors such as Italy (5.5), Greece (5.4) and Türkiye (4.8).
Continued Growth and Strategic Focus
Despite competitive pressures, Spain’s tourism performance remains robust. Between January and May, Spain increased its number of UK arrivals by 4% compared with the same period last year, while tourist spend rose by 7%. This growth in spending is particularly significant, as it indicates that Spain continues to attract higher-value tourists even in a competitive environment.
Shoulder Season Strategy
Spain has implemented a strategic approach to address seasonality challenges. “For three years, we’ve seen a flattening of the high season and growth of the shoulder seasons,” Butler noted. This diversification strategy helps Spain maximize tourism revenues while reducing the strain on infrastructure during peak periods.
Economic Impact and Future Projections
The tourism sector’s contribution to Spain’s economy continues to expand significantly. CaixaBank Research forecasts that tourism GDP will grow by 5% in 2024 (more than double the rate expected for the economy as a whole), with over 90 million visits by international tourists. These projections underscore the sector’s vital role in Spain’s economic recovery and growth.
Looking ahead, the outlook remains optimistic. The WTTC projects that Spain’s tourism sector could exceed €260 billion by 2025. This projection reflects the industry’s resilience and the country’s ability to adapt to changing market conditions while maintaining its competitive edge.
Addressing Emerging Competition
While maintaining confidence in Spain’s position, tourism officials acknowledge the competitive landscape’s evolution. Butler recognizes that emerging destinations offer attractive propositions to budget-conscious travelers. He acknowledged that Turkey can feel more affordable for some UK travellers and noted that Morocco is developing “quite an interesting hotel infrastructure”.
However, Spain’s response to this competition focuses on differentiation rather than direct price competition. The country leverages its established infrastructure, proven safety record, and deep cultural connections with source markets to maintain its premium position in the tourism hierarchy.
Innovation and Smart Tourism
Spain continues to invest in tourism innovation, with destinations like Benidorm leading the way. Benidorm (Spain) has been selected as the winner of the EU’s 2025 Green Pioneer of Smart Tourism competition. This recognition highlights Spain’s commitment to sustainable tourism development and technological innovation.
Market Diversification Strategy
Spain’s tourism strategy extends beyond traditional European markets. The main source countries for arrivals into Spain in 2024 were the United Kingdom (20%), France (14%) and Germany (13%). This diversification helps mitigate risks associated with economic downturns or political changes in any single source market.
Conclusion
Spain’s tourism industry demonstrates that market leadership requires more than competitive pricing. The country’s success stems from a combination of geopolitical stability, strong bilateral relationships, superior safety standards, and continuous innovation in tourism products and services.
While emerging destinations like Turkey and Morocco present legitimate competition, Spain’s established advantages and strategic approach to market development position it well for continued growth. The industry’s confidence appears well-founded, supported by record-breaking visitor numbers, increased spending, and strong economic projections.
As the global tourism landscape continues to evolve, Spain’s ability to maintain its leadership position will depend on its capacity to innovate while preserving the qualities that have made it Europe’s most popular destination. Current indicators suggest that this balance is being successfully maintained, ensuring Spain’s continued dominance in the international tourism market.
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