Spain tourism boss hails agents as ‘key’ to sustainability strategy

The UK director of the Spanish Tourist Office says British travel agents are key to the destination’s strategy to boost traveller numbers in less-well-known regions and shoulder seasons.

 

Manuel Butler said: “For us, travel agents are crucial. They are the main key element in promoting Spain.”

 

Two agent roadshows were held last month and two more are planned for March, while the Spanish Specialist Programme is being updated this year.

 

There will also be a presentation about paradores on February 26 in Manchester and a multi-market agent trip to Navarra and La Rioja in September, focusing on slow travel and community tourism.

 

His comments came as the tourist board unveiled visitor figures for 2025, showing how its sustainability strategy is continuing to encourage more tourists to come outside the summer peak months and travel beyond the well-known hotspots.

 

Just over 19 million UK tourists visited Spain in 2025, 4.4 % up on 2024  and 5.5% up on 2019 (18.1 million).

 

The numbers for January-May were up 6.9% on 2024, and up 9.1% on 2019, while the October-December figures were 2.7% up on 2024, and 14.1% up on 2019.

 

More: Willingness to collaborate is ‘moving dial’ on overtourism

 

Spain reports shoulder season growth as peak ‘flattens’

 

Butler said Spain is “trying to lead the conversation” in sustainable tourism and diversification, adding: “The numbers are supporting this direction [with] clear data demonstrating the growth of the offseason tourism, evidence that our strategy is working, and that Spain is successful in becoming truly year-round.

 

“This is an important step forward to a more resilient, more sustainable tourism model.”

 

He said the average almost 6.8 days but the tourist board is trying to extend that figure to help reduce the carbon footprint of travellers.

 

And while tourism is mainly concentrated traditional hotspots such as the Balearics and Canary Islands, there is a “strongly growing appetite” for green Spain, he noted, with numbers to Galicia up 47% and Asturias almost 20%.

 

He said tourists are always looking always for new experiences and these regions are also not as hot in the summer.

 

Aragón recorded the fastest increase, as British arrivals surged 168%, rising from 34,268 to 91,813 visitors – with more coming by car or motorhome.

 

The region of Murcia welcomed 371,722 British visitors in 2025, up 19% year on year, thanks in part to new flights from Ryanair and Jet2.

 

For this year, the tourist board is highlighting events, openings and anniversaries such as the centenary of Gaudi’s death and the completion of his Sagrada Familia cathedral in Barcelona.

 

Valencia is hosting the Gay Games; the Spanish Grand Prix will be in Madrid; the Tour de France will start in Barcelona; and Bad Bunny will bring his world tour to Madrid and Barcelona.