The record levels of 2017 appear to be being approached or even surpassed by the number of arrivals from the United Kingdom to Spain this year, while similar demand is predicted for 2026, with the country’s tourism policy aiming to develop various forms of tourism beyond the classic “sun and sea” model, to strengthen less “famous” destinations, and to increase demand during the intermediate periods, according to what was revealed by the general director of the Spanish Tourism Office, Miguel Sanz, on the sidelines of the WTM London International Tourism Exhibition.
Spain received a total of 18.8 million visitors from the UK in 2017, while the number rose to 18.3 million last year, with projections for the total in 2025 aiming for 2017 levels, depending on how last-minute bookings play out, Mr. Sanz noted.
The destination continues its tourism strategy to promote travel beyond its traditional beach vacation dynamic, according to Mr. Sanz.
Goal is year-round tourism and the development of alternative forms of tourism
“I think we have the opportunity in this market to develop other important segments, in which Spain may not be a pioneer, compared to other destinations,” he said, mentioning the availability of cultural activities, outdoor activities and road trips, as well as the offer in the food and beverage sector,” he said.
Our goal, he added, is for you [UK travelers] to come in the summer for the sun and beaches, but to visit Spain and other times of the year to discover the rest of the country.
As he noted, the summer season was “stable” this year and “close to maximum capacity,” with the recent growth being slower, compared to the intermediate periods.
“In April, May, September, and October, there is faster growth than during the peak period, and that is positive,” he noted.
Describing another change, he said: “Generally, we observe – not only in the UK – that the lesser-known destinations in Spain are growing faster than the more popular ones. All of them show growth, but it is desirable to have a balance in growth.”
Value for money in focus
Recognized the challenge posed by global inflation, but noted: “The macroeconomic situation is what it is and we must work in this environment.” And he added: “I believe that no one in the world is better at managing costs than the Spanish industry. We’re used to operating in an ecosystem with efficient costs. We have been trained through our years of cooperation with travel agents and travel agencies. We need to offer high-quality destinations and products with good value for money if we want to remain the British public’s favorite destination.”
Asked about his expectations for the performance of the British market next year, he said: “The feeling is that we can expect a good 2026 in terms of the core sun and beach holiday market. We have not been informed of any capacity reductions in any of the country’s main tourist destinations or of any reduction in the number of seats available from airlines, so everything suggests that we can expect a year similar to 2025.”
He also emphasized that the Spanish industry is supported by public funding of 3.4 billion euros for upgrading destinations.
Israel Martinez, general director of the Valencian regional tourism organization, said the region has made increasing progress, going beyond its limits as a sun and beach destination.
“People come for the culture, the gastronomy, and the experiences that the community of Valencia can offer them,” he said.
There are, he added, still destinations in the area that are unknown to British tourists, but we believe they would suit them very well.” He cited Castellón as an example of one of the least visited areas, noting that the most visited are Benidorm, the city of Valencia, Alicante, and Elche.
