Spain is overwhelmed each year by international tourists. This year, a new record is expected, with forecasts reaching 100 million visitors. At the same time, the number of Spaniards vacationing within their own country is declining, especially in coastal areas. The reason? Soaring prices and pressure from mass tourism, making holidays increasingly unaffordable for much of the local population.
Tourism Record with a Social Cost
The tourism boom contributes significantly to the Spanish economy, accounting for over 13% of GDP. However, the continuous rise in arrivals is putting intense pressure on local communities, especially in popular Mediterranean and Atlantic coastal regions. The combination of rising accommodation costs and the lack of affordable housing is effectively pushing Spaniards out of their traditional summer destinations.
According to data from inAtlas, the 25 busiest coastal areas recorded a drop of 800,000 Spanish tourists in 2024, while international arrivals increased by 1.94 million. A similar trend is seen in major cities, where domestic travel dropped by 400,000, while foreign visitors rose by nearly 3 million.
Rising Costs and Limited Access
The surge in tourism is accompanied by skyrocketing prices. According to Mabrian, hotel prices have risen by 23% over the past three years, reaching €136 per night on average. Coastal vacation rentals increased by 20.3% since mid-2023, with many bookings being made as early as the first quarter of the year.
As José María Basáñez, president of Tecnitasa (a valuation firm approved by the Bank of Spain), points out, it has become increasingly difficult for Spaniards to afford summer beach holidays.
The imbalance is clear: foreign tourists stay nearly twice as long and spend far more than locals, who often limit their trips to a few days with lower spending.
Disillusionment and Changing Behavior Among Spanish Tourists
Spain, with a population of about 48 million, receives almost twice as many tourists each year. However, the growing number of short-term rentals is reducing housing availability, intensifying the sense of exclusion among locals from their traditional destinations.
For many Spaniards, the once-standard family beach holiday is now an unreachable dream. They face direct competition from tourists with greater purchasing power, mainly from Germany and the UK.
Turning Inland, Backed by the Government
To ease the burden on coastal areas and support local inland economies, the Spanish government is encouraging domestic tourism to less-known regions. Tourism Minister Jordi Hereu recently launched a campaign urging Spaniards to explore undiscovered parts of the country.
This shift has already begun: in 2023, 1.7 million more Spaniards opted for holidays in inland areas such as Andalusia and Castile and León, where costs are lower and tourism pressure is lighter.
A notable example is the mountain town of El Bosque, near Cádiz, which recorded a 22% increase in Spanish visitors. Locals are also increasingly turning to Airbnb instead of hotels, seeking cheaper options away from overcrowded destinations like Catalonia and the Balearic Islands.
Toward a Sustainable Tourism Model
Juan Pedro Aznar, professor at ESADE Business School, interprets this shift as a result of a “displacement phenomenon” caused by the weaker purchasing power of locals compared to foreign tourists.
While tourism growth boosts the economy, it also carries the risk of social exclusion and growing discontent—which may manifest in stronger ways than just protests against overtourism.
Spain now faces a clear challenge: to maintain its leading role in global tourism while ensuring that its own citizens still have access to the beaches and destinations that are part of their national identity.
Balancing economic development and social equity will be crucial to securing a sustainable future for Spanish tourism.
