Spain’s tourism sector has reported steady growth from January to April 2026, with visitor numbers from the UK and other markets rising 2.5% year-on-year. April also saw an increase of 2.7%, according to national statistics data.
Jessica Harvey Taylor, Head of Press at the Spanish Tourist Office UK, said performance across the shoulder season remains a key focus, with the aim of spreading demand more evenly throughout the year. Average visitor spend has remained stable, which Taylor said was encouraging given the wider political and economic uncertainty.
The UK continues to perform strongly as a source market, with Spain highlighting sustained confidence in the destination and ongoing demand across a range of regions.
Manuel Butler, Director of the Spanish Tourist Office in the UK, will step down in August at the end of his five-year term. Speaking to Selling Travel, he said: “British travellers are increasingly turning away from fast tourism and looking for slower, more immersive holiday experiences. We are seeing more demand for the shoulder season and some of our lesser-visited regions, particularly Green Spain including Asturias, Cantabria, Galicia and The Basque Country.”
During his tenure, Butler has overseen work focused on seasonality, regional dispersal and closer engagement with the UK travel trade.
“Our message to agents and operators is clear and twofold. Firstly, there are many compelling reasons to sell holidays to our lesser-discovered regions. These include the September opening of Faro Santander, a major arts and cultural centre in the historic Pereda Building in Santander; brown bear watching in the natural parks of Asturias and Cantabria; new hiking and Camino routes across Navarra; and this year’s solar eclipse on 12 August, which will offer spectacular views of totality across our northern regions.”
“Secondly, shoulder season is the clever time to travel to our islands and Mediterranean coast, when cultural itineraries and active holidays can be enjoyed in milder temperatures.”
Spain continues to develop its long-term tourism strategy through initiatives aimed at improving destination management and supporting more sustainable growth. Spain Talks, now in its fourth edition, was held in London in April and brought together industry stakeholders to discuss taxation, planning and destination management.
The destination is also strengthening cooperation with the UK travel trade through a new memorandum of understanding with ABTA and four pilot destinations. The programme focuses on data sharing, smarter destination management and more balanced visitor flows across key regions.
Alongside this, Spain is continuing to expand its Spain for All accessibility programme. In Valencia, developments include numerous accessible beaches, assisted bathing schemes, and wider measures supporting visitors with additional needs.
Regional initiatives are also underway across the country, including smart tourism management systems in Benidorm, expanded accessibility measures in Catalonia, and new transport and rail developments designed to support year-round travel and reduce pressure on peak destinations.
