Between January and August 2024, the main tourist markets for Spain have recorded significant spending growth, fostering the desaisonalization of tourism in several regions.
The strategic markets of the United Kingdom, Germany, France, and the United States have seen a substantial increase in tourist spending in Spain, with growth rates exceeding 10% between January and August of this year. These insights were revealed during the IV Turespaña Convention held last week, where tourism counselors from these countries shared trends characterizing their respective markets.
The United Kingdom remains the leading source of tourists to Spain. In the first eight months of 2024, British tourist spending grew by 16% compared to the same period in the previous year, reaching €15.758 billion. Additionally, Spain welcomed 12.6 million British tourists, representing a 7.8% increase. Manuel Butler, the Tourism Counselor in London, highlighted the growing trend among British travelers to book last-minute trips and prefer traveling during the shoulder season, particularly in October and November. This trend contributes to the desaisonalization of tourism in Spain.
Germany ranks as the second-largest market in terms of tourist spending, with an increase of 17.7%, reaching €10.305 billion. Regarding the number of visitors, Germany holds third place, with over eight million tourists, a 9.3% increase compared to the same period in 2023. Despite a challenging economic and political backdrop, Álvaro Blanco, the Tourism Counselor in Berlin, emphasized that German demand remains robust, both during the summer season and heading into the winter, solidifying Spain’s position as the top foreign destination for German tourists.
The French market has also performed exceptionally well in 2023 and the early months of 2024. According to María José Gómez, the Tourism Counselor in Paris, French tourist spending in Spain rose by 11.9% through August, reaching €7.886 billion, while the number of French visitors increased by 10%, totaling 9.2 million tourists. Gómez highlighted that France’s proximity to Spain has led to a more than 15% increase in French tourist arrivals during the winter months, contributing to the desaisonalization of tourism. Additionally, France is the top source of tourists for nine autonomous communities in Spain, reinforcing its strategic importance for a balanced distribution of tourist flows and its role as a key market.
Lastly, the United States has solidified its position as the fourth-largest market in terms of tourist spending in Spain, with a total of €6.282 billion through August, marking a 23.4% year-on-year growth. Magí Castelltort, the Tourism Counselor in New York, stated that the U.S. market could set new spending records in Spain in 2024, although the growth rate is expected to moderate in the coming months.
This significant growth in tourist spending from these key markets underscores the strategic importance of the United Kingdom, Germany, France, and the United States for Spain’s tourism sector, highlighting the potential for desaisonalization and the crucial role these countries play in the national tourism economy.