Spain's tourism industry is experiencing a slowdown in 2025, with Exceltur revising its full-year growth estimate down to 3.3%, still outpacing the country's overall economy, which is expected to grow by 2.4%.

Despite the slowdown, the sector saw a 4.5% increase in sales during the second quarter of 2025, and forecasts indicate record visitor numbers with a 2.7% revenue increase in the third quarter.

Tourists are shifting preferences towards sustainable and immersive experiences, favoring less crowded, off-the-beaten-path destinations over traditional mass tourism hotspots.

A notable decline in American tourists is impacting rural areas and urban centers like Barcelona, with fewer hotel reservations from U.S. visitors, partly due to economic uncertainties.

The slowdown in U.S. tourism, which previously made up nearly 5% of arrivals, is linked to economic factors such as fears of inflation, fluctuating exchange rates, and trade tensions, leading American families to reduce vacation spending.

European and Asian travelers are increasingly seeking alternatives outside the U.S., with European tourists preferring to stay within Europe and Asian visitors exploring other destinations, a trend attributed to unfavorable exchange rates.

Domestic tourism is expected to play a crucial role in 2025, as Spanish residents opt to explore their own country, driven by affordability and government promotional efforts.

The decline in tourism has also affected the restaurant industry, which relies heavily on tourist spending, with about 30% of locals depending on tourism-related income.

Spain aims to align its tourism strategy with the 2030 vision of becoming a leading green tourism destination, balancing environmental and cultural preservation with growth.

The Ministry of Tourism is actively promoting lesser-known regions like Galicia, Extremadura, and the Balearic Islands to attract visitors seeking authentic experiences.

Tourism business owners are increasingly cautious, with confidence shaken by ongoing market uncertainties and economic instability.

While arrivals from Germany and France are expected to decline, international visitors from the UK, U.S., Japan, and China are still anticipated to grow, albeit at a slower pace.

Despite the challenges, Spain's tourism sector is projected to welcome a record 100 million visitors in 2025, contributing around 13.2% to the country's GDP, with hopes of recovery in 2026 if economic conditions improve.