A key year for tourism: what 2024 has brought us

The Year 2024: A Period of Remarkable Recovery and Transformation for Tourism in Spain

The year 2024 has marked a significant recovery and transformation for the tourism sector in Spain. Following a period of uncertainty after the pandemic, the industry has experienced notable growth, driven by a resurgence in both domestic and international travel. This year has been defined by emerging trends and record-breaking figures that have reshaped the tourism landscape, solidifying Spain’s position as a global leader in this sector.

Here are the key highlights of 2024, based on data from the National Observatory of Outbound Tourism:

1. A summer to remember

The summer of 2024 stood out as an exceptional period for tourism. According to available data, 94% of Spaniards had travel plans, marking a significant increase compared to 2023. While August remains the favourite month for holidays, September has seen a notable rise in popularity. This shift reflects a growing trend toward extending the travel season, driven by the appeal of more competitive prices and less crowded destinations

2. Favourite destinations

65% of travellers chose domestic destinations, with the Mediterranean Coast and Andalusia leading preferences, followed closely by northern Spain, particularly the Cantabrian region. For international travel, Europe took the lead, with iconic capitals like Paris and Rome in high demand. Additionally, cultural tourism and cruises stood out as increasingly popular alternatives among travellers.

3. Rising budgets

The average spending per person reached €677, representing an increase of €51 compared to 2023. Men and travellers over 35 years old accounted for the highest expenditures on their vacations. Regarding budget distribution, accommodation took up 33% of total spending, followed by dining at 24%.

4. Travel preferences

Private cars remain the most popular mode of transportation, though air travel has gained ground, particularly among younger travellers. In terms of accommodation, hotels remain the top choice for 57% of travellers, followed by holiday rentals. Conversely, second homes and family residences have seen a decline in preference.

5.Trends and challenges of 2024

The year has seen a strong trend toward emerging and unique destinations, capturing the interest of many travellers. Even so, sun-and-beach tourism remains the favourite, with 42% opting for this classic choice. Meanwhile, cultural trips are gaining momentum, driven by a growing appetite for more enriching and immersive experiences.

On the other hand, inflation and rising prices have posed significant challenges for the sector. Businesses have faced higher operational costs, while tourists have had to adjust to increased prices. Although consumer confidence in the sector remains strong, these circumstances have affected perceptions of accessibility and competitiveness, prompting travellers to seek out deals and options that maximize value.

The key challenge lies in balancing profitability while continuing to offer attractive and competitive experiences

6. An optimistic closing and a hopeful future

In 2024, tourism firmly established itself as a cornerstone of the Spanish economy, surpassing expectations across the board. The sector showcased exceptional adaptability to shifting circumstances and economic challenges, reinforcing its reputation as one of the nation’s most resilient and dynamic industries. This year will be remembered as a time of growth, innovation, and renewal.

Looking ahead to 2025, the outlook for the tourism sector remains promising. Travellers are increasingly drawn to personalized experiences and quieter destinations, reflecting a growing focus on sustainability. International travel is expected to maintain its strong recovery, driven by improved air connectivity, expanded flight routes to key destinations, and the continued reopening of borders.

That said, 2025 will bring its own set of challenges. Global economic uncertainty and rising geopolitical tensions are likely to impact travel decisions, with safety remaining a top priority for many.

As always, we are committed to making your trips more comfortable, convenient, and safe. In 2025, we look forward to being by your side every step of the way, so you can focus on what truly matters: enjoying the journey.