Spain is once again the absolute winner of European tourism for summer 2025, according to the latest travel intention data from ForwardKeys. With more than 151 million flight searches for the months of July and August — a percentage that corresponds to 22% of all international searches from EU countries — Spain maintains its leadership.
Italy follows in second place, with 93 million searches and a share of 13%. However, behind the numbers, a more multi-layered picture emerges: travelers are now turning with increasing interest to secondary destinations, reinforcing the trend for alternative experiences and an authentic tourism product.
The “usual suspects” and small shifts
The top six Spanish destinations by search volume — Barcelona, ??Madrid, Mallorca, Malaga, Alicante, and Ibiza — remain unchanged compared to summer 2024. However, searches for the three largest (Barcelona, ??Madrid, and Mallorca) are showing a slight decline, suggesting that interest is shifting towards less popular but promising destinations.
Notable is the overall 2% increase in searches for destinations that account for less than 5% of total searches for Spain, a development that is particularly notable for such a mature tourism market. This paves the way for lesser-known Spanish regions with cultural depth, natural beauty or a family-friendly character to claim a larger share.
Menorca: The Quiet Power of the Balearics
The Balearic Islands collectively account for 22% of international searches for Spain this summer. Although Mallorca and Ibiza account for 90% of that share, Menorca stands out as the emerging destination of 2025, recording a 17% increase in searches and gaining 1.8 percentage points compared to last summer.
Menorca’s natural beauty, family-friendly infrastructure, and laid-back character make it an attractive alternative to cosmopolitan Mallorca and nightlife in Ibiza. The key markets that are strengthening their momentum are Portugal (+41%), Italy (+38%), and France (+16%), while on the contrary, the UK shows a decrease (-3%), with the English remaining loyal to the more lively options of Ibiza and Mallorca.
Growth in the region: Murcia and Valencia are on the rise
In addition to the islands, two Spanish regions are recording a notable increase in interest:
- Murcia: +13% year-on-year, with Corvera airport experiencing a particular boom from visitors from Ireland (+92%), France (+70%) and Belgium (+44%).
- Valencia: +9%, thanks to the combination of coastal scenery, cultural offer, and urban character.
These regions benefit from the general European trend in favor of less saturated but well-connected destinations, which offer accessibility and authentic experiences, combining a tourist product with diversification.
Benefits and strategies for sustainable tourism
Spain remains, without a doubt, the leader of European tourism for the summer of 2025. However, the dispersion of tourism demand to new destinations offers significant strategic positioning opportunities for regions and local authorities.
Decongesting over-visited areas reinforces the goal of a more balanced and sustainable tourism development model, while strengthening the economic participation of less developed regions.
For tourism professionals, timely information and analysis of travel intentions are becoming crucial. Timely adaptation of the promotion, partnerships and experiences offered will determine who will win the bet this season — and possibly next.
