Spain Targets 100 Million Visitors with a New Off-beat Tourism Model

Spain expects up to 100 million foreign visitors in 2026, up from 96.8 million in 2025. Arrivals rose 3.2 % year-on-year and tourism revenue grew 6.8 % to €134 billion, representing more than 12 % of GDP. First-quarter 2026 data show a further 3.4 % rise in arrivals and a 6.7 % increase in spending. Minister Jordi Hereu describes the trend as “calm growth” that can be managed responsibly.

Spain pushes offbeat areas as tourist numbers near 100 million

The minister says the classic “sun and sand” formula is no longer sufficient. Overtourism on coastal hotspots has driven up housing costs, strained services and sparked protests. Spain’s “Think You Know Spain? Think Again” campaign now showcases churches, paradores, orange groves, folk festivals, wine routes, lakes and green northern landscapes, deliberately omitting beach imagery. The goal is to promote less-seasonal, inland tourism that can counter depopulation in regions such as Castilla-La Mancha, Galicia and the Basque Country.

The Guardian

Spain’s 2030 tourism strategy prioritises decentralisation, de-seasonalisation and environmental safeguards. After the 2020 pandemic cut arrivals by 77 % to 18.9 million, the government allocated €3.4 billion of EU Next Generation funds to modernise the sector. New regulations aim to tax and limit tourist accommodations, exemplified by Barcelona’s 2028 ban on new tourist flats under mayor Jaume Collboni. The ministry also promotes renewable energy, efficient water use and waste management to mitigate climate-related risks such as droughts and heatwaves.

The Guardian

Protests against overtourism have highlighted housing shortages and strained infrastructure. Hereu acknowledges a “very much a minority” anti-tourism sentiment but notes growing demand for stricter regulation. He contrasts left-wing support for regulation with right-wing belief in market self-regulation, calling the latter “not true” in many areas. The highly decentralised system, he admits, limits the central government’s ability to enforce uniform reforms across autonomous communities.

The Guardian

• 2025 foreign arrivals: 96.8 million (+3.2 % YoY)

Spain pushes offbeat areas as tourist numbers near 100 million

• Q1 2026 arrivals: +3.4 % YoY

Spain pushes offbeat areas as tourist numbers near 100 million

• 2025 tourism revenue: €134 billion (+6.8 % YoY)

Spain pushes offbeat areas as tourist numbers near 100 million

• Q1 2026 revenue: +6.7 % YoY

The Guardian

• Beach tourism share: 37 % of visits

The Guardian

• EU recovery investment: €3.4 billion

The Guardian

• 2020 pandemic drop: 77 % (to 18.9 million)

The Guardian

• “With that growth, we could reach 100 million,” — Jordi Hereu, Minister of Industry and Tourism

The Guardian

• “I think there are places in Spain that are now seeing the effects of not regulating anything,” — Jordi Hereu

The Guardian

• “You don’t see any coastal beaches; instead, it’s inland Spain and the green Spain of the north,” — Jordi Hereu

The Guardian

• “We’d have the opposite of what we have now – we’d be growing the number of tourists rather than the spending value,” — Jordi Hereu

The Guardian

• “Asked if the current rates of tourism were sustainable, Hereu said: “Yes, if we do our homework, and no if we don’t do anything.” — Jordi Hereu

The Guardian

The summer season may benefit from uncertainty in Middle Eastern destinations, potentially adding to visitor numbers. Barcelona’s tourist-flat ban will take effect in 2028, while regional authorities are tasked with applying the decentralised tourism model. Ongoing investment in green infrastructure and promotion of inland destinations will shape Spain’s effort to balance economic growth with environmental and social sustainability.

The Guardian