Spain Revises Its Tourism Growth Forecast After a Sluggish Summer

The tourism sector in Spain is slowing down after an unexpectedly quiet summer season. The business association Exceltur has revised its forecast for tourism growth in 2025, reducing it from 3.3% to 2.8%, compared with the 5.5% growth achieved in 2024. The weaker performance has surprised analysts who expected stronger spending and visitor flows during the peak months.

Although Spain received around 66.8 million international visitors by the end of August—an increase of almost 4% compared to the previous year—the total tourist expenditure did not grow at the same pace. Many travelers are reportedly shortening their stays or cutting back on discretionary spending such as fine dining, shopping, and entertainment.

Experts point to several contributing factors: a persistent rise in the cost of living, inflationary pressures, and more competition from Mediterranean destinations like Turkey, Greece, and Croatia, which are offering better prices and less congestion. Additionally, unpredictable weather patterns during early summer dampened activity in some coastal regions.

Tourism businesses in Spain’s Balearic and Canary Islands have expressed concern that visitor numbers alone are no longer enough to sustain profitability. Smaller hotel operators are especially vulnerable to higher energy costs and wage pressures.

In response, Spain’s government and tourism bodies are shifting focus toward off-peak travel, sustainability, and the promotion of lesser-known inland destinations. Campaigns are highlighting cultural and gastronomic tourism as alternatives to crowded beaches.

While Spain remains one of the world’s top travel destinations, the latest data suggests a maturing market entering a more cautious phase, where growth depends less on volume and more on quality and diversification.