When numbers first appear on paper, they often look triumphant. In July 2025, Spain welcomed more than 11 million tourists—a record-breaking figure never seen before. At first glance, this milestone should have been celebrated with fireworks on the beaches of Santa Pola in Alicante. But behind the glitter of numbers, there’s a whisper of change. Growth has slowed, rising just 1.6% compared to last year, a sign that the golden wave of tourism is starting to cool.
Statistics from the National Statistics Institute (INE) echo this reality. Overnight hotel stays climbed only 1.8%, while traditional strongholds like Germany and France showed visible declines. For a country so deeply tied to its tourism heartbeat, these subtle declines are not merely numbers. They are gentle reminders that competition in the Mediterranean is fierce, with destinations like Turkey, Tunisia, or Croatia offering lower rates and growing appeal.
So, what does this mean for travelers and for Spain itself? On one hand, it signals an opportunity. On the other, it calls for a rethink—both for the industry and for visitors eager to experience Spain before trends shift.
Growth Slows, But Spending Rises: A New Narrative
It is true: Spain may not reach the much-anticipated 100 million tourist milestone in 2025. Forecasts now suggest 98 million. Yet, here lies the paradox—while arrivals slowed, spending surged.
In July alone, international tourists spent €16.45 billion, up 6.1% from the previous year. On average, each traveler contributed €1,493 to the economy, with daily spending of €210. Rising costs played a role, but so did travelers’ willingness to immerse themselves more deeply. When people visit Spain, they don’t just come for the beaches—they stay for the wine in Rioja, the flamenco nights in Andalusia, the endless plazas where life moves both slowly and passionately.
For businesses—whether you run a boutique hotel in Barcelona, a villa in the Balearics, or a guided tour service in Seville—this is the key takeaway: tourists may come in smaller numbers, but they are spending more. If your business can enhance their experience, you won’t just survive the slowdown; you’ll thrive in it.
And for travelers? This is the perfect time to book personalized experiences. With tourism cooling slightly, there’s more room to breathe, more opportunities to enjoy authentic Spain without the crush of overwhelming crowds.
Regional Winners and Losers: Where to Go Next
The slowdown hasn’t touched all of Spain equally. Catalonia—long the country’s top draw—fell by 1.1% in July, and even Madrid saw a 3.4% drop. Meanwhile, the Balearic Islands, heavily reliant on German visitors, posted minimal growth of 0.9%, clearly feeling the strain of shifting traveler habits.
But not all the news is sobering. The Canary Islands quietly surpassed the Balearics, securing the second spot with 9.1 million arrivals between January and July. And Andalusia, a land of soul-stirring traditions, Moorish palaces, and sun-drenched coastlines, emerged as the brightest star. It welcomed 8.3 million tourists, marking an impressive 7.9% growth.
For travelers searching for the right destination, the message is clear: Andalusia is booming, the Canaries remain a stronghold, and quieter Catalonia might offer a less crowded experience this year. For service providers, now is the moment to position your offerings around these shifts. Think: targeted packages for Andalusia, cultural tours in Seville, or wellness retreats in Tenerife.
The Bigger Picture: What This Means for You
In the end, numbers are just signals. Spain remains one of the world’s most beloved destinations, and despite the slowdown, it continues to reinvent itself. For the industry, this is a reminder to stay competitive, to refine offers, and to highlight what makes Spain unique compared to its neighbors.
For the traveler, it’s an invitation. Lower growth means fewer crowds in the hottest spots, better chances to book premium accommodations, and more meaningful encounters with local culture.
If you’ve been dreaming of Spain—walking through Barcelona’s Gothic Quarter at dawn, tasting paella in Valencia, or watching the sunset from Ibiza—now is the time to plan your trip. Tourism may be slowing, but the experiences remain timeless. And if you’re a business, this is your opportunity to step forward, refine your services, and capture the hearts of travelers who are spending more than ever before.
✨ Ready to explore Spain with fewer crowds and more authentic experiences? Whether you’re booking a guided tour, a boutique hotel, or a full travel package—this is your moment. Don’t just watch the numbers; be part of the story.