Spain sees rise in UK visitors during shoulder season, but peak months are flat
Spain saw a 4.33% rise in UK visitors during the first eight months of 2025, with the biggest increases coming during the shoulder season.
Describing off-peak travel as a 'mega trend', the Spanish Tourist Office UK Director Manuel Butler said it had been particularly strong in the Balearics and the Costa del Sol.
The latest figures for this year also show an increase in travel to lesser-known parts of Spain, such as Galicia, which saw a 44% increase to 61,000 visitors, and the Basque Country, up 65% to 105,000.
A total of 13.2m Brits visited Spain between January and August, with more visitors between January and May compared to the same period last year, but the increase during June and July was only 0.4% up over 2024, and this figure was down 0.5% compared to 2019.
Speaking at the ABTA Travel Convention, being held in Mallorca, Manuel said there had been no impact of the recent anti-tourism protests in regions popular with Brits, including Mallorca, the Canary Islands and Barcelona.
This was confirmed by Marcial Rodriguez, Executive Councillor for Tourism in Mallorca, who said British visitor numbers were in line with last year's. "I can't comment on the impact of these demonstrations, we're not seeing an impact," he said, despite local media recently reporting local restaurant owners saying they were suffering from a drop in tourists. "I don't know why that it is," said Marcial, "the visitor numbers and the amount they are spending is the same."
However, Manuel acknowledged that anti-tourism protests were 'the biggest challenge that we have to face as a branch of tourism'. In response, the tourist board launched a new marketing campaign in July, ‘Think You Know Spain? Think Again’, which aims to throw the spotlight on lesser-known destinations, such as Zaragoza in northern Spain, which will be one of the regions to see the solar eclipse on 12 August 2026.
Additionally, it has been working with UK specialist operators, including Intrepid, Martin Randall and Byway, to launch itineraries to more off-the-beaten track destinations.
Spain's Secretary of State for Tourism Rosario Sánchez Grau told the conference that there was a need to spread the benefits of tourism more widely across the country, beyond the popular coastal destinations. She added: "The Government is firmly committed to building on the success of the tourism industry," adding that its 2030 Sustainable Tourism Strategy will tackle the risks of climate change and over-tourism.
The latest ABTA Holiday Habits survey of 2,000 consumers found that 77% were aware of the recent protests, with some seeking reassurance and advice from a travel agent, but they continued to book despite their concerns.
The Holiday Habits report showed that Spain remains by far the most popular overseas holiday destination for Brits, with 32% visiting in the past 12 months and 23% planning to visit in the next year.