According to data compiled by Cesae Business & Tourism School from tourism analysis offices abroad, Spain will continue to be the leading destination for the main tourist source markets this summer. This school is optimistic thanks to factors like a solid tourism offering, the diversification of products, the improvement in managing tourism flows and Spain’s commitment to following a sustainable model.

In the campaign that starts now, 21.2% of international tourists will come from the United Kingdom, which is once again the leading market for visitors to Spain. This is followed by France with 14.3%, Germany with 13.1% and the Netherlands with 4.2%.

Favourite destination for millions of Europeans
According to the Director of Cesae Business & Tourism School, Alberto Peris, Spain’s position as a preferred destination for millions of Europeans “is no coincidence. Our ability to offer diverse, sustainable and competitive experiences allows us to adapt to an increasingly changing international environment.”

Cesae’s analysis detects new patterns of behaviour in British tourism, which maintains a robust demand in summer despite a boom in spring and autumn getaways and an increase in domestic tourism, as well as a certain erosion of the perception of Spain as a destination. As Peris points out, “Despite some signs of caution, British travellers continue to opt for Spain, especially if attractive air connectivity and exchange rate conditions are maintained”.

High spending by German tourists
France maintains moderate growth in demand, albeit influenced by the global geopolitical situation. Germany stands out for its high tourist spending, despite the slowdown in airline bookings due to price increases and competition from other destinations. Spain continues to be one of the favourite destinations for travellers from the Netherlands, with favourable forecasts for the summer, although bookings are tending to stabilise.

Peris interprets the results like this, “European travellers visiting our country are now more demanding, informed and sensitive to factors like sustainability, authenticity of experience and the economic impact of their trip. Being able to respond to this profile is the key to success for summer 2025.” Looking ahead, he adds, “Excellence in mass tourism management will be as important as our cultural, gastronomic or sun and beach offerings. The future lies in following a model that combines quality, sustainability and innovation.”

^{Photo: Cesae Business & Tourism School}