As summer 2025 begins, Spain’s tourism landscape is a mixed bag of evolving consumer preferences and concern about prices. Destinia travel agency data reveals a 17% drop in domestic bookings by Spanish tourists compared to the prior year, primarily because of rising costs that are leading to briefer trips and delayed planning. Conversely, international interest in Spain has increased by 23%, which compensates, pushing overall booking volumes just about 2% below 2024. We see a divided marketplace, as price sensitivity is impacting domestic travel but strong international interest continues to boost Spain’s global attraction.
Domestic Tourism Faces Price Pressures
The upward trend in tourist prices is a major contributor to fewer domestic bookings. The average price per person per night has grown slightly, by 4%—from €65 to €67—but Spanish tourists are now spending €15 more per night compared to pre-pandemic costs. Because of this, many are reconsidering their holiday plans, and choosing shorter vacations or putting off booking altogether. Experts point out that Spanish tourists remain very sensitive to price. The data indicates that many are delaying booking, or shortening trips, to save money, just as we saw in summer 2023.
Popular domestic destinations are particularly affected, notably places with major price increases. Mojácar, where prices are up 9%, has experienced a 46% drop in bookings; Benidorm’s 11% price rise coincides with a 32% drop in demand. Roquetas de Mar and Salou have also seen drops in bookings of 25% and 12%, correspondingly. However, Peñíscola is a standout, with bookings surging by 41% despite a 6% price increase, demonstrating that value-focused destinations still draw domestic travelers.
Bookings have bounced back somewhat in recent weeks because of better weather, indicating a summer of last-minute plans and briefer stays.
International Tourism Fuels Growth
Although domestic demand is slowing, international tourists are arriving in Spain in large numbers. Destinations like El Arenal (+71%) and Palma de Mallorca (+37%) are experiencing significant increases in reservations, propelled by sturdy demand from France, the UK, and Portugal. Yet, visitors from Portugal are dwindling due to Spain’s escalating costs, which are less competitive compared to Portugal. Ibiza, meanwhile, is using a pricing approach that maintains its allure, effectively appealing to international visitors.
The continued increase in international tourism illustrates that Spain remains a popular global destination, even with higher prices. This helps to balance out the domestic decline, keeping total booking figures near to the last year’s figures.
Spanish Outbound Travel Declines
Spanish tourists are also reducing international travel, with a 15% drop in outbound reservations which mirrors the domestic pattern. Despite this, destinations like Rome, Punta Cana, and Marrakech are still popular. Marrakech, in particular, is gaining popularity because of its competitive pricing and high-quality accommodations. These international destinations are a better value than some domestic choices for Spanish tourists on a budget.
September Will Be Important
Destinia predicts September will be critical for tourism in Spain, particularly among domestic tourists. September, with more affordable prices and fewer tourists, is attracting Spanish tourists seeking value-based getaways. Fernández emphasizes, “Flexibility will be key this summer, considering both pricing and customer behavior.” Without affordable options, some domestic tourists may not take vacations at all, which poses a risk for the industry.
Price Sensitivity Shapes the Season
Spain’s tourism sector in 2025 is characterized by a sensitive relationship between rising costs and consumer expectations. The local market, though a significant growth driver, demonstrates a keen awareness of pricing, underscoring the importance of both competitive rates and adaptable product options. The prevalence of late bookings is shaping the current season, requiring the industry to proactively adjust to the evolving demands of both international and domestic visitors. September is expected to see continued gains, and the broader forecast for Spanish tourism stays positive, but ultimately, maintaining affordability will determine whether this upward trend continues.