Tendencias del mercado

🌍 España welcomed a record 93.8 million tourists in 2024, a 10.1% increase from the previous year. Top source countries included the UK (18.4 million, up 6.6%), France (13 million, up 10.3%), and Germany (11.9 million, up 8.6%). Cataluña was the most visited region with over 19.9 million tourists, followed by Baleares with 15.3 million and Canarias with 15.2 million. Tourist arrivals have rebounded and surpassed pre-pandemic levels.

✈ In 2024, Iberia, Easyjet, and Wizz Air have seen double-digit growth at El Prat Airport, overtaking Vueling and Ryanair. With a record 55 million passengers, El Prat experienced a 10% increase from the previous year. Wizz Air grew by 30%, surpassing 2.5 million travelers, holding a 4.6% market share. Easyjet carried 2.6 million passengers, up by 13%, and held a 4.8% share. Iberia saw an 11% rise to 2.1 million passengers, securing a 3.8% total traffic share. Vueling's growth slowed to 6%, dropping its share from 41% to 39.7%, while Ryanair grew by 8.5%, reaching 9.2 million passengers and a 16.8% share.

🏨 Early booking dominates Spain's hotel reservations, with a market share over 40% for five consecutive weeks. Hotel bookings for Easter and summer continue to rise, with a notable increase in Andalucía, Cataluña, Baleares, and Madrid. From Jan 27 to Feb 2, early bookings (over 90 days in advance) accounted for 41.5% of total reservations. Weekly early booking shares ranged from 26% to 44.9% since December. In the last week, Andalucía saw a 19.4% rise, Cataluña 16.57%, Baleares 18.07%, and Madrid 20.46% in hotel reservations.

🏖️ In Spain, the tourism sector in 2024 met forecasts, with international tourist spending reaching €126.282 billion, up 16.1% from the previous year. Visitor numbers rose 10.1% to 93.8 million. The UK remained the top source of tourists, with 18.4 million arrivals and €22.6 billion spent, up 13.5% from 2023. France and Germany saw increases in both arrivals and spending, while Asian and US tourists showed significant growth. Catalonia was the most visited region with 19.9 million visitors.

🏖️ More than 8,000 clients surveyed by Eurostars Hotel Company reveal 2025 tourism trends: 51.5% seek authentic experiences for stress relief, 62.9% favor European cities with rich cultural heritage, while only 13% prefer rural settings. Sustainability is key for 60.6% of travelers, yet only 10.1% would pay extra for eco-friendly options. Social media influence 55.1% of destination choices, and 63.8% opt for short breaks (2-4 days), with spring (50.1%) and autumn (29.8%) being prime seasons. Cultural tourism attracts 55.9%, and gastronomy interests 29.9%. The industry faces the challenge of aligning with these conscientious, experience-driven demands.

🏕️ Egipto targets to double tourists to 30 million by 2031 after recording 15.7 million in 2023, potentially impacting tourism in Spain and other Mediterranean destinations. The growth plan includes hotel construction and air expansion, with hotel rate averages at €103.3 per night compared to Spain's €145.1. Key developments include the Grand Egyptian Museum opening in October. Challenges include attracting airlines like Ryanair, but Tui and Easyjet are increasing operations.

📦 Iberojet significantly increased cargo volume to over 3.5 million kilos in 2024, a 1 million kilo rise from their previous best year. Carlos Magaz, director of management and planning, aims to further develop the cargo business in 2025, focusing on routes connecting Madrid with Bangkok and Honduras to enhance airline profitability.

✈ Lufthansa positioned as the top candidate to acquire 20% of Air Europa, surpassing Air France-KLM. Javier Hidalgo aims to close the deal in February, preferring a European partner, after Lufthansa recently bought 41% of ITA Airways for €325 million. CEO Carsten Spohr discussed the potential purchase at Globalia's Mallorca headquarters in September. Lufthansa is attracted by Air Europa's strong Latin American presence, lower operational costs, and Mallorca base. Javier Hidalgo seeks a €240 million investment from the new partner and a €235 million loan to repay a €475 million debt to SEPI.

🏠 The wellness tourism trend focusing on a holistic approach is expected to be significant by 2025, with transformative experiences aimed at self-reconnection. Costa Rica and Peru emerge as wellness destinations in Latin America, as per Marriott International. Marriott's recommendations for 2025 in these countries include the Cacao Ceremony, ancestral medicinal herbs practices, sound healing sessions, forest bathing, ocean healing properties, and the Quechua gratitude ceremony—all combining ancient traditions and natural healing.

🏨 Gabriel Escarrer, Meliá's CEO, raised concerns about Spain's 94 million foreign tourists in the past year and politicians' targets of 100 million. He noted a positive 10% increase in visitors with a 16% higher spend per tourist. Escarrer suggested focusing on quality tourism and extending seasonal operations in places like Menorca or Mallorca, currently 7-8 months, to 10-11 months. Contrarily, Industry and Tourism Minister Jordi Hereu praised the record tourism figures for 2024. Escarrer also criticized platforms like Airbnb for listing over 90% unlicensed apartments in Madrid due to insufficient inspectors.