On his way to become the great resort of Europe, Spain is at the gates of a milestone: 100 million tourists

There are figures that are more than figures. For some time, the Spanish tourism sector fantasizes with one that says a lot for example about its obsessions, objectives or drift that the industry has followed over the last years: exceed the brand of 100 million foreign visitors annually. In 2024 Spain stayed close, with almost 94 million of foreign travelers, and if things do not twist There are those who believe that this year will grow until the milestone of the three digits will crown.

The big question is … What tells us about Spanish tourism?

A figure: 100 million. The figures are just that. Figures Sometimes, however, they are loaded with symbolism, as the Spanish tourism sector is checking, it has long immersed in the race for exceed the barrier of the 100 million annual visitors. Last year he stayed close to that round figure, with a balance of 93.8 million of foreign tourists (10.1% more than in 2023), and since then there are many The voices that They have theorized (for and against) on whether the coveted milestone of the three digits will be reached throughout 2025.

Is it possible? The million dollar question. At the beginning of summer June observatur I saw it feasible As long as they clarified, the bullish trend is maintained and the market is not shaken by unforeseen events. Others believe that Spain will keep honey on the lips and will not pass from 98 million of tourists or even They slidebased on the INE, which in 2024 was already pulverized by the 100 million mark.

A percentage: 4.7%. Vaticinios and elucubrations apart, for now the most reliable track we have to know if Spain will or may not crown the 100 million summit is the statistic of border movements of the INE, which it already brings A ‘photo’ of the first semester of 2025. What does it show us? That there are reasons for optimism. And caution. Between January and June the flow of tourists that visited Spain grew 4.7% to touching 44.5 million, which approximates the country to the annual milestone.

Well, right? Yes. And no. That balance hides another less flattering reading. In recent months, the flow of international tourists has clearly slowed down, which shows doubts in turn about the growth rate in the remaining of 2025. Between January and April the influx of international visitors grew between a 3.8% and 10.1%but in May marches until staying in the 1.5% And in June marked 1.9%. Taking into account that in 2024 Spain received 93.8 million tourists, to reach 100 million this year should rise together 6.6%.

“The power of banality”. In A column published recently in The country Óscar Perelli of the Master, vice president of Execeltur, took importance to whether the three digits will be crowned this year, the one that comes or the next. “The possibility of reaching in 2025 the 100 million arrivals of international tourists to Spain (not tourists, some visit us several times a year) has raised an exaggerated interest,” warns. “It is the power of round figures and banality.”

In his opinion there are other equal or even more relevant parameters, such as domestic demandthe duration of the average stay or the visitor spending. “The important thing is that in 2025 tourism will generate 220,000 million euros in Spain, it will exceed three million jobs, with a daily volume of tourists (Spanish and foreigners) somewhat higher than 7.4 for every hundred residents,” Point out. For now, the Ministry of Industry Calculate that during the first semester the expense of foreign tourists has exceeded 59.6 billion euros.

Beyond the figures. Although it is true that the milestone of 100 million is only that, a milestone, a symbolic brand, actually helps to understand some keys to the tourism sector. The main, saturation. As he is headed towards 100 million visitors or fools with the idea of overcome France and become the busiest destination on the planet (something feasible in 2040, According to Google and Deloitte calculations), Spain dealt with the effects of hypermasification tourist, which has already derived in protests in The streets.

Throughout the last months there have been marches in Catalonia, Balearics, Canary Islands either Cantabriabetween Other parts of the countrywhich warn about the effects of massification and cry for a more sustainable economic model. Among other reasons for The impact that has had on the housing market the proliferation of tourist floors, which has even led to local, autonomic and state administrations has moved token for brake to your offer.

Going down to detail. The career of the 100 million annual visitors also hides another reality that has marked the tourist drift of the country. As The flights And the accommodation was increasing until reaching record levelsSpain has become more a destination For foreigners than for premises. The reason is very simple: often the latter are already equal or even more profitable travel abroad than to the Canary Islands or Balearic Islands. Prices They have climbed so much that there are even British changing The Spanish coast for Morocco.

What do the data say? The INE provides some data that help to better understand that reality. His Frontur statisticson tourist movements at the borders, it shows that in 2024 Spain received 93.8 international tourists10.1% more than the previous year. The growth was led by the British, French and Germans and the most demanded destinations were Catalonia and the Balearic Islands.

If we talk about the flow of Spanish tourists the photo is quite different. The Family Statistics that measures the trips made by the population resident in the country reflects that in 2024 the Spaniards we made 184.4 million trips, 0.8% less than the previous year. This setback hides however an even more interesting reading: when we plan our vacations, the Spaniards look more at a time with more interest the destinations located outside our borders.

“Internal destination (trips) decreased 2.3% while those made abroad increased by 12.1%,” Clarifies the INEwhich specifies in any case that most displacements continue to concentrate within Spain (88.3% of the trips, compared to 11.7% who had the foreigner as destination).

Are there more indicators? Yeah. The hotels. Although his photo is incomplete because there are many tourists who stay in tourist floors, with relatives or in homes of their property, hotel businesses offer an indicator of how domestic and foreigner demand grow to different rhythms. Last year, travelers with residence abroad paid for 7.43% more overnight, while in the case of the Spaniards that demand barely grew a 0.33% testimonial.

The data shows among other things the growing dependence that international tourism hotels have, with one of the highest levels in Europe. So far this year, international visitors starred 66.8% Of hotel speakers, which leaves an interesting question by driving: why is Spain betting on Spain? Does it head towards one that relies on the international flux and whose prices move away from national travelers themselves?

Images | Jordi Espinosa (UNSPLASH) and Jorge Fraganillo (Flickr)

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