Spain's surge signals a structural shift in global travel demand

Phocuswright research shows Spain is the strongest-performing market in Europe, with 96.8 million international visitors in 2025, up 3.2% from 2024, and tourism revenue growing 7%. The war in Iran is redirecting international travelers to perceived safe European destinations, benefiting Spain, Italy, and France. Spain ranks second worldwide in international visitors, behind France, but first in tourism expenditure. The article also discusses tourism saturation and the challenge of redistributing demand from overcrowded destinations to northern and inland regions.