Top line
Spain is pivoting its tourism model toward sustainable, year-round, and geographically diverse growth to manage rising visitor numbers and mitigate overtourism impacts.
Summary
Spain is shifting its tourism strategy as it nears a record 100 million annual foreign visitors. Tourism Minister Jordi Hereu emphasizes a transition toward 'calm growth,' focusing on regional diversification and deseasonalisation rather than the traditional 'sun and sand' model. By leveraging €3.4bn in EU funding, the government aims to promote lesser-known areas, improve job stability, and mitigate the social and environmental pressures of overtourism. This approach prioritizes increasing the economic value per visitor over total visitor numbers, while responding to regional concerns regarding housing affordability and resource management.