Spain’s travel market leads Europe as tourism hits new records, setting the stage for Phocuswright Europe in Barcelona

Spain surpasses 96 million visitors and posts the fastest revenue growth in Europe as new Phocuswright research highlights the country’s strength.

New Phocuswright research confirms Spain as Europe’s strongest travel market, with 96.8 million visitors and 7% revenue growth in 2025.  The findings arrive as senior travel executives prepare to gather in Barcelona for Phocuswright Europe 2026, where research presentations, executive interviews and market analysis will examine the forces driving Europe’s travel economy.

Spain welcomed 96.8 million international visitors in 2025, a 3.2 percent increase over 2024.  Tourism revenue rose 7 percent, reinforcing 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 research.

Growth has 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 travelers 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.  Spain’s OTA sector is also accelerating, with eDreams ODIGEO nearing 8 million Prime members and eBooking surpassing €700 million in annual revenue.

Air travel remains a strategic strength following Turkish Airlines’ investment in Air Europe and its enhancing of connectivity with Latin America and APAC.

Despite the January 2026 rail accident that temporarily affected demand, the long-term outlook remains positive.  Total rail gross bookings are projected to reach €2.3 billion by 2029.

“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. “Bringing Phocuswright Europe to Barcelona isn’t a coincidence. This is where the market is moving, and that’s exactly what we’ll be examining in June.”

Phocuswright Europe 2026 will bring senior leaders together in Barcelona this June for executive interviews, research presentations and discussions on the trends driving Europe’s travel economy.  Registration and program details are available at www.phocuswrighteurope.com.