The Influence of Rising Tourism on Spanish Locals’ Vacation Choices

A Surging Wave of Tourists

Spain is witnessing a remarkable surge in international tourism, with projections this year soaring to a staggering 100 million visitors. At the same time, a noticeable decline in the number of Spaniards vacationing within their own borders is evident, particularly in coastal regions. This shift is primarily driven by escalating prices and the pressures that accompany mass tourism, rendering vacations unaffordable for many locals.

The Economic Benefits vs. Social Costs

The tourism influx undeniably serves as a significant economic boon for Spain, contributing over 13% to the national GDP. Yet, the relentless growth of visitor numbers imposes considerable strain on local communities, especially in popular coastal areas along the Mediterranean and the Atlantic. A combination of rising accommodations and diminishing availability of affordable housing is effectively nudging Spaniards away from their traditional summer spots.

Shifting Trends in Domestic Tourism

Data from inAtlas reveals that in 2024, the 25 most visited coastal locations saw a staggering drop of 800,000 local tourists, while international arrivals jumped by 1.94 million. This pattern isn’t limited to coastal areas; major cities also reflect a trend where domestic travel decreased by 400,000, contrasting with nearly 3 million more foreign visitors.

The Burden of Escalating Costs

Alongside the tourism boom, prices have climbed sharply. Figures from Mabrian indicate that hotel rates increased by 23% over the last three years, pushing the average to €136 per night. Coastal rental prices have surged 20.3% since mid-2023, with many set to be booked well in advance.

According to José María Basáñez, president of Tecnitasa, a firm recognized by the Bank of Spain, the cost of summer beach holidays is becoming increasingly unaffordable for many Spaniards.

Changing Dynamics Among Spanish Tourists

Despite Spain’s population of approximately 48 million, the number of tourist arrivals often doubles that figure annually. An influx of short-term rentals has led to decreased housing availability, making locals feel increasingly alienated from their beloved destinations.

Challenges in Securing Family Holidays

For numerous Spaniards, the traditional family beach getaway is morphing from a norm into a dream they can no longer afford. They find themselves competing with tourists possessing larger budgets, especially from countries like Germany and the UK.

Government Response and New Directions

In an effort to alleviate the congestion in coastal areas and bolster local economies inland, the Spanish government is promoting domestic tourism to less-explored regions. Recently, Tourism Minister Jordi Hereu initiated a campaign encouraging Spaniards to discover the country’s hidden gems.

Rising Interest in Inland Destinations

This initiative is yielding results: in 2023, an additional 1.7 million Spaniards opted for vacations in inland locales such as Andalusia and Castile and León, where prices are lower and the influx of tourists is more manageable.

A prime example is the picturesque mountain town of El Bosque, near Cádiz, which experienced a remarkable 22% rise in Spanish visitors. Many locals are now favoring platforms like Airbnb to secure accommodations away from the popular yet crowded areas of Catalonia and the Balearic Islands.

Striving for Sustainable Tourism

According to Juan Pedro Aznar, a professor at ESADE Business School, this shift represents a ‘displacement phenomenon,’ stemming from the disparity in purchasing power between locals and tourists.

While the expansion of tourism injects life into the economy, it also presents risks of social exclusion and rising dissatisfaction, which could manifest in more than just protests against overtourism.

Navigating the Future of Tourism in Spain

Spain now confronts the pressing task of maintaining its esteemed role in global tourism while ensuring its citizens retain access to beaches and destinations that embody their national identity. Balancing economic development with social equity will be essential for a sustainable tourism future.

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