In 2025, Spain solidified its position as the world’s leading tourist destination, welcoming a record number of nearly 97 million foreign visitors. This high number of visitors has resulted in significant economic growth: the sector now accounts for more than 12.6% of Spain’s GDP, with revenues from international tourism reaching €134.7 billion. Most tourists continue to arrive from the United Kingdom, France, and Germany. At the same time, Madrid has become the world capital of tourism governance, as the World Travel & Tourism Council (WTTC) will relocate its headquarters to the Spanish capital in 2026, following in the footsteps of the United Nations World Tourism Organization (UN Tourism). However, alongside its spectacular successes, Spain also has to face the serious consequences of overtourism. Huge crowds strain infrastructure, drive up property prices, and reduce the quality of life for locals, especially in the Balearic Islands, the Canary Islands, and historic city centers such as Barcelona. The government is trying to balance the situation with strict measures: restricting short-term rentals for tourists, capping the number of cruise ships and tourist buses, and shifting the strategic focus to “quality over quantity,” encouraging higher-spending guests and the exploration of less-visited regions. However, tension remains apparent, as evidenced by protests erupting across the country. In Barcelona, Malaga, and San Sebastián, residents are staging mass demonstrations calling for a more sustainable tourism model, criticizing unaffordable housing and overcrowding. Spain is now balancing on the edge of a precipice, where the goal is to reach 100 million visitors while creating a welcoming and sustainable environment that ensures economic prosperity in line with the interests of local communities (eTN).
