Spain presents its Tourism 2030 Strategy in London to reinforce value-driven, year-round growth

International

Spain’s Secretary of State for Tourism, Rosario Sánchez, underlined the strong performance of the British tourism market in Spain during the World Travel Market (WTM) in London, noting that growth is becoming “more seasonally balanced and sustainable.”

According to Sánchez, this evolution is reflected in continued visitor increases beyond the summer months, alongside a sharper rise in tourist spending. In September 2025, 2,083,174 British tourists visited Spain — a 1.9% increase compared to the same month last year — while their total expenditure reached €2.555 billion, up 4.3%, more than double the rate of visitor growth.

So far this year, nearly 15.3 million travellers from the UK have arrived in Spain, representing a 4% rise over 2024. Their cumulative spending exceeds €19 billion, accounting for 18% of total international tourist expenditure in the country. The United Kingdom thus remains Spain’s leading source market, both in arrivals and in spending.

“A strong and balanced recovery”

Accompanied by Miguel Sanz, Director General of Turespaña, and Manuel Butler, Director of the Spanish Tourism Office in London, Sánchez stressed:

“It is very important that we are here in London to support the sector in this positive development of the British market — to steer it toward value-based growth and to showcase Spain’s international leadership.”

She added that during the summer months, the upward trend of British tourism persisted, though at a more moderate pace than in other periods of the year. “This is precisely what we want to see,” Sánchez explained, “because it helps consolidate the transformation of Spain’s tourism model — one that is sustainable, less seasonal, more geographically diversified, and more balanced in its offerings.”

Spain Tourism 2030: a vision for the future

In line with this transformation, the Secretary of State will present Spain Tourism 2030, a comprehensive national strategy approved by the Council of Ministers two weeks ago, at the WTM on Wednesday.

“Spain Tourism 2030 represents the Government’s commitment to placing the country’s leading industry at the centre of its political agenda,” Sánchez said. “It calls on all stakeholders — including those in our source markets — to work together. Tourism must receive the highest level of attention in all its dimensions and effects, to ensure it remains a key driver of wealth and well-being for our citizens.”

During her visit to WTM, Sánchez is also holding a series of meetings with UK tourism industry representatives and attending institutional events, alongside her traditional tour of the Spanish regional stands.