New research has confirmed Spain as Europe’s strongest travel market, with 96.8 million visitors and 7% revenue growth in 2025.
Spain welcomed 96.8 million international visitors in 2025, a 3.2 percent increase over 2024. Whilst tourism revenue rose 7 percent, this reinforced Spain’s position as the world leader in tourism expenditure received.
The report notes that Spain has been the strongest performing market among all European countries included within the Phocuswright research.
Growth is said to have been driven by stable post-pandemic demand and a shift toward destinations perceived as safe alternatives amid the war in Iran. As the report states, “International travellers who might have otherwise visited Middle Eastern or Asia Pacific destinations are increasingly redirecting to European markets perceived as safe alternatives.”
Hotels reached record gross booking levels in 2025, supported by higher ADR and longer stays. Online channels continue to expand, with leisure and unmanaged online bookings reaching €23.9 billion in 2025.
Air travel remains a strategic strength following Turkish Airlines’ investment in Air Europe and its enhancing of connectivity with Latin America and APAC.
“Spain is the strongest-performing travel market in Europe right now, and the data backs that up – 96.8 million visitors, 7% revenue growth, record hotel bookings,” said Pete Comeau, Managing Director at Phocuswright.
