Spain is intensifying its drive toward a more sustainable, year-round tourism model in 2026 as UK arrivals continue to rise.
Manuel Butler, Director of The Spanish Tourist Office , said: “Our strategy is completely clear,” he said. “When we talk about sustainability and tourists as a force for good, we mean it — it is not a slogan.”
Butler revealed Spain welcomed 119.1 million international tourists in 2025, with British arrivals up 4.4% year on year and now exceeding pre-pandemic levels.
The data shows the destination’s long-standing aim to flatten seasonality is beginning to take hold, with stronger performance in shoulder months such as May, June, September and October.
“Numbers are supporting this direction,” Butler said. “Spain is becoming a truly year-round destination — an important step toward a more resilient, more sustainable tourism model.”
Average length of stay among British visitors stands at around 6.8 days, an area Spain is actively trying to improve. Butler argued longer stays reduce carbon impact and strengthen links with local communities.
Sustainability initiatives
Spain’s national tourism strategy continues to focus on sustainable and respectful tourism, with conservation-led initiatives such as brown bear programmes in northern Spain and growing promotion of lesser-known coastal and inland destinations.
Once such region, Murcia, is positioning itself as a leading ecotourism and slow-travel destination for 2026. One of Spain’s smallest regions, Murcia sits on the Mediterranean coast and attracts fewer visitors than neighbouring Andalucía, offering a quieter alternative.
Historic port city Cartagena is being highlighted as a cultural hub, while new guided experiences are launching in the Sierra Espuña, including visits to historic snow wells.
Wellness tourism is also expanding, with forest therapy and guided forest-bathing routes designed to promote mindfulness and connection with nature. The region is encouraging travellers to “slow down” and engage with landscapes and local communities.
A new seasonal All You Need is Flowers campaign will celebrate Murcia’s blossom calendar, encouraging visits throughout much of the year:
- Peach blossom (February–March)
- Almond blossom (late winter/early spring)
- Orange blossom (spring)
- Lemon harvest (June–October)
The campaign aims to spread tourism between February and October, tying natural spectacles to gastronomy and rural experiences.
In northern Spain, new routes linked to UNESCO-recognised intangible cultural heritage will connect the comarca de la Sidra with the coastal city of Gijón. A second route will also begin in Las Vegas, creating additional opportunities to explore the region.
The initiative is designed to showcase Asturias’ living traditions, with a particular focus on cider culture and gastronomy, encouraging visitors to travel beyond the region’s headline attractions and immerse themselves in local identity.
Major Parador openings in the Balearics and Aragón
Spain’s state-run luxury hotel network Paradores will mark two significant milestones in 2026.
The 99th Parador, Parador de Ibiza, is set to open on 10 March following the restoration of a 16th-century fortress site in Dalt Vila. It will be the first Parador in the Balearic Islands and will operate year-round, supporting efforts to drive off-season travel. The property features 66 rooms across five buildings, a wellness facility, event space and an archaeological interpretation centre.
Later in the year, the 100th Parador, Parador de Veruela, will open in the 12th-century Monasterio de Santa María de Veruela in Aragón. Located in a quiet corner of Zaragoza province, it offers visitors the chance to combine a stay with cultural experiences in Zaragoza city, including the Goya Museum and regional festivals.
Regional diversification gathers pace
While traditional hotspots continue to dominate, the Spanish Tourist Office highlighted strong percentage growth in northern “Green Spain” regions.
- Basque Country: +40% UK visitors
- Galicia: +47%
- Asturias: +20%
Butler attributed the surge to travellers seeking authenticity, cooler summer climates and lesser-known destinations.
“The tourist today is always looking for new things,” he said. “These regions offer authenticity, extraordinary gastronomy and landscapes — and milder summer temperatures.”
Elsewhere, Aragón has seen UK visitor numbers triple to around 90,000, partly driven by improved access and increased self-drive and motorhome travel from Britain.
The Spanish Tourist Office confirmed that UK travel agents remain central to its strategy, particularly in driving shoulder-season and off-the-beaten-track travel.
A UK roadshow across cities including Manchester, Leeds, Newcastle and Bristol is planned, alongside the relaunch of the Spain Specialist Programme with a strong sustainability focus.
