Spain hits 96.8m visitors as it leads Europe’s travel growth ahead of Phocuswright Europe 2026

Spain has cemented its position as Europe’s standout travel market, according to new Phocuswright research released ahead of Phocuswright Europe 2026 in Barcelona. The findings highlight a sector defined by record volumes, strong revenue performance, and shifting traveller behaviour.

Spain welcomed 96.8 million international visitors in 2025, up 3.2% year on year, while tourism revenue rose 7%, making it the strongest-performing European market in the study. The report also notes Spain’s continued global leadership in tourism expenditure received, underlining its resilience in a competitive recovery environment.

Growth has been supported by sustained post-pandemic demand and a notable rerouting of travellers toward perceived safer destinations amid geopolitical tensions in parts of the Middle East. As the report notes, “international travellers who might have otherwise visited Middle Eastern or Asia Pacific destinations are increasingly redirecting to European markets perceived as safe alternatives”.

Commercial momentum is visible across accommodation and distribution. Hotels achieved record gross booking levels in 2025, driven by higher average daily rates and longer stays. Online leisure and unmanaged bookings reached €23.9 billion, while online travel agencies (OTAs) continue to scale. eDreams ODIGEO is approaching eight million Prime members, and eBooking surpassed €700 million in annual revenue.

Air connectivity remains a strategic advantage following investment activity involving Turkish Airlines and Spain’s Air Europa, strengthening links to Latin America and Asia-Pacific markets.

Despite a January 2026 rail accident in southern Spain that temporarily impacted demand, longer-term rail bookings are projected to reach €2.3 billion by 2029, reflecting sustained multimodal growth and associated risk considerations for insurers.

“Spain is the strongest-performing travel market in Europe right now… 96.8 million visitors, 7% revenue growth, record hotel bookings,” said Pete Comeau, Managing Director of Phocuswright. “Bringing Phocuswright Europe to Barcelona isn’t a coincidence.”

The conference will convene senior executives to assess the commercial, operational, and risk dynamics shaping Europe’s travel economy.

Last year, Arival found that Spain’s travel experiences sector was outperforming the global marketplace for tours and attractions.