Tendencias del mercado

🏖 Since 2022, tourist accommodations in Spain's 728 coastal sun and beach municipalities have grown by 20.5%, adding 206,000 new spots, while hotel offerings increased by 3%, with 35,000 additional spots. Eight of the top 20 sun and beach destinations now have more tourist accommodation spots than hotel beds. These destinations include Costa de la Luz (Cádiz), Costa Tropical (Granada), Costa del Sol (Málaga), Costa Brava (Girona), Costa Blanca (Alicante), Costa de Castellón, Costa Valencia (Valencia), and Costa Cálida (Murcia). The Exceltur report SolyTUR 2024 highlights a "disorderly and uncontrolled growth" in tourist housing, with a total of 1.21 million spots surpassing hotel spots, which are at 1,202,243 according to INE data. Mallorca saw a reduction by 2,325 beds. Costa Valencia has the highest ratio with 2.9 tourist accommodation spots for every hotel spot, while Mallorca has the lowest at 0.4.

🛫 In 2024, International Airlines Group (IAG) faced intensified competition from Chinese airlines increasing their capacity to the UK and Europe. Despite flight bans over Russian airspace elevating fuel costs and flight times, IAG cited successful routes to Bangkok, Singapore, and Tokyo. Iberia resumed Tokyo flights in October, while British Airways halted Beijing but opened Bangkok from London-Gatwick and upped Tokyo frequencies. IAG's capacity grew by 27.5% over 2023 with an 88.9% passenger load factor, a 0.5 point rise from the previous year.

🏠 España remains a favorite tourist destination, with the UK holding a 22.5% market share, followed by national tourism at 47.1%. In the week of April 14-21, hotel bookings from Germany, Thailand, and China soared, as reported by Travelgate. Bookings from Thailand surged by 125%, Germany by 27.4%, and China by 14.8% year-on-year. Ireland and the USA also saw increases of 12.1% and 11.8%, respectively. Catalonia experienced a 0.8% rise in hotel reservations, despite a general downward trend in other Spanish regions.

🏖️ Grecia celebrates a record-breaking Easter with unprecedented hotel occupancy and double-digit demand growth across destinations like Creta, Corfú, Peloponeso, and the Cyclades. Hotel bookings have risen 18.3% from an already excellent 2024, with Greek tourism itself up by more than 12%. Creta saw an 82% increase in reservations, Peloponeso 24%, Athens region 23%, and Corfú over 32%. The rare coincidence of Catholic and Orthodox Easters, not to happen again until 2698, is a contributing factor, attracting both local and Western European tourists.

🏖 The Spanish state-run program Imsero will increase prices for senior tourism packages in the 2025/2026 season starting October this year. Prices range from €132.91 for 4-day provincial capital trips to €464.72 for 10-day trips to Canarias with transport. Three lots offer 874,647 places total, with a €50 flat rate for lower incomes: 3,530 places in Lot 1 (peninsular tourism), 1,835 in Lot 2 (island tourism), and 2,068 in Lot 3 (circuit itineraries). High season and subsequent trips incur a €100 surcharge.

🏨 In Spain, 314 hotel chains operate, owning 79% of the country's 743,600 hotel rooms. The chains include 3,885 hotels, with large chains holding 54.48% of rooms. Independent establishments represent 26.6% of hotels but only 21.02% of rooms, averaging 10.7 rooms each, while chain hotels average 151.2 rooms. This concentration trend stems from growth and acquisition strategies, leveraging international market access, brand recognition, and loyalty programs. Despite the dominance of chains, independent hotels maintain a niche with personalized boutique experiences.

🏛 Germany solidifies its position as Europeans' favorite cultural destination with 18.7 million travelers interested in cultural tourism, as reported by Ulrike Bohnet of the German National Tourist Board. Spain is particularly interested, with 33% of its travelers enjoying cultural activities in Germany, compared to 22% from other nationalities. Germany aims to surpass the pre-pandemic overnight stays of 2019, which were nearly 90 million. Currently, the recovery rate stands at 94.9%, with 85.3 million international overnight stays in 2022, a 5.4% increase from the previous year. Spanish market contributions were 2.7 million overnight stays, a 7.7% increase, making Spain the eleventh-largest source market for Germany. The tourism board anticipates raising the number of stays to 91 million by 2025, with a 7% increase from 2019 figures, expecting growth particularly from overseas markets. Six new air routes between Spain and Germany are planned to open, improving connectivity.

💰 In a 2025 survey by Ávoris, 50% of Spanish pensioners over 65 will not use Imserso travel services. Only 22% are willing, while 28% are undecided. Seniors plan to spend €2,489 on tourism, 24% above the national average of €2,006. A total of 52% intend to travel, 43% are unsure, and 5% won't travel.

🚢 In November 2024, Preferente reported that Barceló's Ávoris was negotiating to buy a cruise ship for Nile operations in Egypt. Recently, Barceló confirmed the acquisition. Despite regional conflicts affecting Egypt, the country hit a record tourist number in 2024, welcoming 15.7 million visitors, surpassing the previous year's 15 million. The new vessel will offer personalized services for Ávoris' travel package customers, catering to the high Spanish demand for Nile cruises amidst competitive wholesalers.

🏖️ During Semana Santa 2025, 75% of Spanish travelers booked international trips, favoring Italy (16%), Morocco (7%), and the UK (5.5%), despite the new ETA requirement since April 2. Spain retained 25% of domestic bookings, with popular cities like Toledo, Madrid, and Granada. Tokyo's free tour bookings are expected to surge by 500%, while Tánger's Spanish visitor numbers are projected to double from 2024. National tourism remains robust, with one in four choosing Spain, and cities like Teruel may see free tour bookings increase by 120%. Travelers show a preference for culturally rich, less conventional destinations, indicating a trend toward segmented, personalized tourism.