The Spanish travel market leads Europe as tourism reaches new records | News
New Phocuswright research confirms that Spain is Europe’s strongest travel market, with 96.8 million visitors and revenue growth of 7% by 2025. The findings come as senior travel executives prepare to gather in Barcelona for Phocuswright Europe 2026, where research presentations, executive interviews and market analysis will explore the forces driving Europe’s travel economy.
Spain welcomed 96.8 million international visitors in 2025, an increase of 3.2 percent compared to 2024. Tourism revenues increased by 7 percent, strengthening Spain’s position as the world leader in tourism expenditure received. The report notes that Spain is the best performing market of all European countries included in the study.
The growth was driven by stable demand after the pandemic and a shift to destinations seen as safe alternatives during the Iran war. As the report states, “international travelers who would otherwise have visited destinations in the Middle East or Asia Pacific are increasingly turning to European markets seen as safe alternatives.”
Hotels reached record levels of gross bookings in 2025, supported by higher ADRs and longer stays. Online channels continue to grow, with leisure and unattended online bookings set to reach €23.9 billion by 2025. Spain’s OTA sector is also accelerating, with eDreams ODIGEO having almost 8 million Prime members and eBooking surpassing €700 million in annual sales.
Air transport remains a strategic force following Turkish Airlines’ investment in Air Europe and improving connectivity with Latin America and APAC.
Despite the January 2026 rail accident that temporarily affected demand, the long-term outlook remains positive. Total gross bookings for rail are expected to reach €2.3 billion in 2029.
“Spain is currently the best performing travel market in Europe, and the data backs that up – 96.8 million visitors, 7% revenue growth, record hotel bookings,” said Pete Comeau, Managing Director at Phocuswright. “It is no coincidence that Phocuswright Europe is coming to Barcelona. This is where the market is moving, and that is exactly what we will be exploring in June.”
Phocuswright Europe 2026 will bring together senior leaders in Barcelona in June for executive interviews, research presentations and discussions on the trends driving Europe’s travel economy. Registration and program details are available at www.phocuswrighteurope.com.
