Spain forecasts strong 2026 after potential record for UK visitors this year

Spanish Tourist Office director general Miguel Sanz has said the number of UK arrivals in the destination this year is on track to approach or surpass the record achieved in 2017 and he expects demand for 2026 to be similar.

 

The country welcomed a total of 18.8 million UK visitors in 2017, while last year’s figure stood at 18.3 million.

 

Pointing to the higher tally, he said: “This year, we expect around that number. It could be the same or it could be a bit lower or a bit higher. It depends on last-minute bookings.”

 

The destination has been continuing with its recent strategy of promoting trips beyond its traditional strength of beach holidays, Sanz confirmed.

 

“I think we have an opportunity in this market to grow significantly in other segments in which Spain might not be the frontrunner compared with other destinations,” he said, citing the availability of cultural activities, outdoor activities and road trips, as well as food and drink offerings.

 

“We want you [UK travellers] to come in the summer for the sun and beach destinations, but we also want you to come at other times of the year to discover the rest of the country,” he said.

 

The summer season was “stable” this year and “close to capacity”, he added, with recent growth slower than the shoulder seasons.

 

“In April, May, September and October, we’re growing faster than in the high season and this is good,” he said.

 

Describing another shift, he added: “We’re seeing in general – not just from the UK – that the lesser-known destinations in Spain are growing at a faster rate than the more well-known destinations. They’re all growing but it’s a desirable outcome that we’re balancing the growth.”

 

He acknowledged the challenge posed by global inflation, but noted: “The macroeconomic situation is where it is and we’ve got to work in that environment.”

He added: “I think there’s no one better in the world in cost management than the Spanish industry.

 

“We’re used to operating in a cost-efficient ecosystem. We were trained by our years of working with tour operators and travel agents.

 

“We need to offer good quality, value-for-money destinations and products in Spain if we want to remain the favourite destination for the British public.”

 

Asked about his expectations for next year’s performance from the UK market, he said: “The sentiment is that we can expect a good 2026 in regards to the core business of sun and beach holidays.

 

“We have not heard of major capacity reductions in any of Spain’s major destinations or a reduction in seat capacity from the airlines, so everything indicates we can expect a year like 2025.”

 

He added that the Spanish industry is being supported by a €3.4 billion injection of public funding to upgrade destinations.

 

Israel Martinez, director general of tourism for the Valencia region, said the region has achieved increasing success in growing beyond its strength as a sun and beach destination.

 

“People come for our culture, gastronomy and the experiences that the Valencia community can offer these tourists,” he said.

 

He added: “We still have destinations in the region that are unknown to British tourists, but which we feel they would be well suited for.”

 

He named Castellón as an example of one of the less-visited areas, noting the most-visited as Benidorm, Valencia city, Alicante and Elche.