This Sunday, September 27, Spain celebrates World Tourism Day with a colorful program of activities taking place across the country. From the museum route in Antequera to the flamenco tour in Córdoba; from the technology conference in Salamanca to the gastronomic marathon in La Gomera. But above all, the national tourism sector is celebrating another successful year amid a geopolitical context—once again—characterized by volatility and uncertainty that has affected economic activity around the world. And tourism has not only weathered the storm, but has once again served as a lifeline for a large part of the country’s economy.
The numbers speak for themselves. Spain is on track to set a new record for visitor numbers and tourism spending in 2026, according to the latest data from the National Statistics Institute (INE), which as of July showed a cumulative total of 58.1 million international visitors and a total of 82.054 million euros in revenue. These figures represent increases of 3.2 percent and 7.8 percent, respectively. If the projections are confirmed between now and December, this year will see the figure of 100 million visitors and spending will be set at around 145 billion euros. As much as it is emphasized that the value of tourism should no longer be measured in numbers, but in value, the fact is that the cold statistics reflect a strength and appeal that very few destinations on the planet can match.
The President of the Balearic Islands herself, Marga Prohens, spoke at the Forbes Economic Summit 2026, held this week, in favor of the strategic shift the region is looking to implement to move the focus from volume to value. “We cannot continue measuring the success of tourist seasons by the fact that more tourists come every year and we surpass the previous year’s record.” In this regard, she advocates “managing success” to minimize the negative externalities that tourism can generate in major destinations.
A shared vision: a commitment to value
A message that resonated this very week in the words of Meliá’s CEO, Gabriel Escarrer. In fact, to commemorate World Tourism Day, the hotelier defended tourism’s contribution to Spain’s economic growth and proposed constructive solutions to address problems such as overcrowding and the rising cost of housing and the cost of living in general. For the head of Meliá, the solution to these problems does not lie in “ignoring the only sector in which Spain is a world leader, but in managing success” through planning, investment in infrastructure, and the smart management of tourist flows. In this regard, Escarrer reiterated the need to prioritize “V for value over V for volume.” Like the president of the Balearic Islands, he also tried to decouple the success of tourism from the simple number of visitors.
This is exactly the same position adopted by the Spanish Hospitality Association, whose representatives have called for an end to the “obsession with numbers” and visitor records, and a shift toward a tourism model based on value, profitability, and a positive impact on the local population. This was the view expressed by its president, José Luis Álvarez Almeida, as he highlighted the hospitality sector as ‘an irreplaceable part of the Marca España brand’.
The way the current season has developed, in any case, is in line with the forecast from the Spanish Confederation of Hotels and Tourist Accommodations (CEHAT), which suggested that, despite tensions in the Middle East and the increase in energy costs as a result of the conflict, the European macroeconomic context enjoyed a certain degree of stability this summer, which would be beneficial for the tourism sector.
For now, the Hotel Business Federation of Mallorca (FEHM) notes that it is too early to declare the high season over, as the sector is still experiencing a peak in activity and is confident in continuing to achieve good results throughout October. Regarding the impact of the war, they note that while it has caused the loss of one type of customer, it has also “helped attract another type of customer, who is rediscovering destinations.”
In an overview of the season so far, RIU’s Chief Financial Officer, Naomi Riu, noted that the financial year had been quite similar to last year’s. “We can say that the performance of the hotels in Spain has been very positive and very stable, to the point that it could be practically compared to last year’s, considering that there have been slight increases in occupancy and room rates.“
Slowing in the UK market
He also noted that the similarities with 2025 extended to the performance of the source markets, with the German, British, and Belgian markets leading the way. However, despite its status as a key source market for the Spanish tourism sector, “a new development this year has been a significant drop in British customers, not only in Spain but across the board.” In any case, “we have been able to offset this drop in demand with other markets such as Portugal and Luxembourg.”
Another highlight for Riu is the “excellent performance of the domestic market,” which ranks third by passenger volume. The same cannot be said for spending. The technology platform Kiwi has just reported that the number of Spanish travelers who have booked through it has increased by 137.2 percent between January 1 and September 15, 2026, compared to the same period last year. The report highlights a shift in habits, resulting in more frequent short getaways, a 16.8% lower average spend per passenger, and an average stay of 2.39 days, 15.2% shorter than in 2025.
The reduction in the average length of stay, however, is a widespread trend among international tourists in the face of rising prices, especially for transportation and lodging. In addition to opting for shorter stays, visitors have been less willing to spend on additional services, with a large portion of their budget already committed to flights and hotels. FEHM President Javier Vich acknowledged on Friday that restaurant owners and merchants were noticing this spending restraint. He also noted that the strength of demand was accompanied by variations in behavior depending on the area, the products, and the types of services offered.
It should be noted, however, that “in an adverse geopolitical situation, demand has not been affected, apart from the impact that was felt during the first four months in terms of supplies, energy costs, and the purchasing power of the source markets.” Another year crossing the finish line in first place. On the horizon, 2027 is surrounded by the same uncertainty the industry has grown accustomed to since the pandemic. Although growth is expected to continue. TUI, the international tour operator giant, has already announced a strategy for the upcoming season that involves strengthening its commitment to Spanish destinations. Even if this means talking numbers.