More than €105 billion and 76 million international visitors reaffirm Spain’s tourism leadership in 2025. But the most revealing figure is another: spending is growing faster than arrivals — a sign of maturity and evolution in the model.
By Ehab Soltan
HoyLunes — There is something in Spain that cannot be captured in numbers: the light, the gastronomy, the human rhythm, the feeling of being where life is still celebrated. But there is also something that can be measured: the solidity of a tourism model that, in 2025, has once again demonstrated its strength and capacity for transformation.
Between January and September, more than 76.4 million international tourists chose Spain as their destination. However, the most striking figure is not that, but the total expenditure: over €105.827 billion, 7% more than in the same period of 2024. In other words, visitors are arriving — but they are also spending more consciously and staying longer.
“Spanish tourism is evolving: less massification, more added value, more sustainability,” say representatives from various autonomous communities. A sentence that summarizes a new stage for the sector — that of conscious tourism.
The Maturity of a Changing Model
September was a picture of balance: 9.7 million international tourists visited Spain during the month, 0.8% more than in the same month last year. But total spending grew much more — 6%, reaching €13.364 billion. Each visitor spent an average of €1,380, reflecting a more responsible kind of tourism, with longer stays, higher quality, and an increasing preference for authentic experiences.
Traditional destinations — the Balearic Islands, Catalonia, and Andalusia — continue to lead in attracting travelers, though growth now follows a clear strategy: diversify, deconcentrate, and protect. Tourism no longer seeks only to fill hotels; it seeks to sustain the life of the territories.
The Spain that Inspires Confidence
The United Kingdom remains the main source of visitors — and also the one that spends the most (18% of total spending), followed by Germany (11.7%) and France (7.5%). However, the greatest boost comes from the so-called Rest of the World, whose spending soared 10.5% in September. These are visitors from the Americas, Asia, and the Middle East, who seek not only sun and beaches but also culture, wellbeing, and authenticity.
This change in profile is good news: it shows that Spain is consolidating itself as a country of experiential tourism, not just a destination.
The Regions Setting the Trend
Over the course of the year, three regions stand out for their economic weight in tourism:
Catalonia — 18.5% of total spending
Balearic Islands — 17.4%
Canary Islands — 17%
Each with its own identity:
Catalonia, balancing art, gastronomy, and urban offerings.
The Balearic Islands, advancing toward a circular tourism model with a strong environmental focus.
The Canary Islands, a symbol of sustainable winter tourism, continue to grow in value.
Meanwhile, Andalusia is consolidating itself as the fastest-growing destination, with a 7.3% increase in visitors and a notable rise in average spending per tourist.
An Autumn of Figures and Emotions
Tourism, beyond the numbers, is a shared story. Behind every million visitors are glances, languages, gestures, conversations on terraces, trains, and beaches. In September, more than 4.7 million tourists chose to stay between four and seven nights — a duration that confirms the trend of enjoying slowly, not rushing through.
The focus on quality and sustainability translates into tourism that leaves a positive footprint — on employment, on the local economy, and on Spain’s international image. In this transformation, every region, city, and rural community has something to contribute.
More Than Numbers: A Lesson in Confidence
Spanish tourism has learned to reinvent itself. After years of expansion and global challenges, the country not only maintains its leadership but does so with a clear orientation: creating wellbeing without exhausting resources. This balance between economy, territory, and daily life may well be the greatest achievement of 2025.
Spain remains a destination of sun, culture, and art — but it is also a living example of how to grow without losing one’s essence.
#hoylunes, #españa, #turista,
