Spain’s strategies to deal with over-tourism appear to be a success as the number of visitors during the shoulder seasons is increasing, as the director of the Spanish Tourist Office in the UK, Manuel Butler, has revealed.
During the first quarter of the year the number of travellers increases, while during the peak summer months it levels off, according to him.
The tourist board’s figures show around 1.6 million arrivals from the UK in April, compared with around 1.4 million in April last year and April 2019. The figures for January, February and March are also up year-on-year and compared to 2019.
“While we want to reassure you that British visitors remain welcome in Spain, increasing arrivals is no longer a priority,” said Mr Butler. He noted that the aim is to move Spain’s tourism model towards a responsible and sustainable model that will benefit our citizens and visitors. He added that the UK remains the number one tourist market for Spain.
Speaking at a webinar for the media, he said that the tourism board also encourages visitors to discover all of Spain’s regions and extend the duration of their holidays.
Which Spanish destinations are chosen by the British
The main destinations – the Canary Islands, the Balearic Islands, the Valencia region, Catalonia and Andalusia – attract 75-80% of visitors from the UK. However, lesser-known regions such as La Rioja, for example, welcomed just 10,000 British tourists in 2023 -0.06% of the total while, Marina Lucense, a coastal region in northern Spain, hosted just 1,800 Brits in 2023.
Events to attract British tourists to Spain all year round
According to Mr Butler, the promotion of Spain for off-peak holidays is done through sustainability-focused events such as Spain Talks, held for the third time in April, and the Tourism Forum, held in London in May, which involved eight mayors from Spain’s most visited regions.
In addition, the ABTA travel conference in Mallorca (6-8 October) and the AITO conference in Asturias (27-30 November) are expected to inform travel agents and tour operators about the responsible and sustainable tourism proposals promoted by the Spanish side.
Mr Butler said that the Spain Specialist Programme, which trains tour operators, is being renewed, with a new version expected to be launched by the end of 2025 with chapters on accessibility and sustainability.
The deputy director of the Spanish Tourist Office, Pedro Medina, highlighted how the tourism body is involved in UK trade events for agents, such as recent meetings in Belfast and a roadshow for Tenerife in a number of UK cities this week.
He also said that the Spain for All campaign, launched more than a year ago, has made progress in terms of accessibility and diversity.
Meanwhile, tour operators are developing new itineraries to offer activities and cultural experiences in lesser-known areas, such as Headwater’s Extremadura cycling trip to Headwater and Pura Aventura, which is proposing the first multi-generational family adventure in the Spanish Pyrenees, offering hiking, canyoning and cycling by electric bike.
In addition, the tourism agency highlights a number of cultural events for 2025 that offer opportunities to explore Spain, such as a 150-metre mural by renowned Spanish artist Okuda San Miguel in Ibiza, the 50th anniversary of the Joan Miro Foundation in Barcelona and the 1,000th anniversary of the Montserrat Abbey in Catalonia.
Next year Barcelona will commemorate the 100th anniversary of the death of architect and designer Antoni Gaudí and the completion of La Sagrada Familia. While, Valencia will host the Gay Games (27 June – 4 July 2026) and the total solar eclipse on 12 August 2026 will be visible across northern Spain.
