Tendencias del mercado

✈️ Aumento del 6,7% en tráfico aéreo de pasajeros hacia Europa hasta octubre según "Travel Insights 2025: Focus on Europe". Crecimiento del 7,7% en destinos mediterráneos. Azerbaiyán lidera con un incremento de reservas del 26%. España, Reino Unido, Italia, Francia y Alemania representan el 70,9% de los viajes. España y Reino Unido cada uno con el 12% de capacidad aérea. Ciudades más buscadas: Estambul, Roma y Madrid. Madrid aumenta búsquedas un 17%. Expansión hacia destinos secundarios en España.

💵 Private equity has surged in the travel sector post-pandemic, according to Houlihan Lokey's "Travel Sector M&A Update 2025." In 2024, private equity was behind 38% of merger and acquisition deals in Europe and North America, up from 28% during 2020-2022. Global tourism spending rose from over €700 billion in 2019 to €800 billion in 2024, and is expected to reach €900 billion by 2025. Investors focus on less regulated markets like the U.S. and consumers over 55.

🌴 2024 saw Spain's sun and beach tourism generate €133.2 billion, with key regions being the Balearic and Canary Islands. Valencia and Andalusia remain top family destinations, with planned family travel spending up 53% by 2025. A 66.8% share of Spain's 2024 tourist demand was for sun and beach spots. Accommodation shifts include a 11.8% rise in 4-5 star hotels, boosting revenues by 37.1% since 2019. Ibiza, Lanzarote, and Tenerife show significant revenue growth.

✈️ Last week, Spain announced significant developments in its tourism sector. The expansion of El Prat Airport, alongside a joint management project for Gibraltar Airport's entry into Schengen, is set to increase flights to both regions. This may impact nearby airports like Girona, Reus, and Jerez. In Barcelona, Level and Vueling are poised to benefit from increased demand. In Cádiz, Gibraltar Airport could boost British tourism, potentially redirecting traffic from Jerez to Gibraltar.

💸 🌎 In 2025, Amsterdam leads Europe with a 12.5% tourist tax, averaging €18.45 per night. Athens and Berlin follow with €8.17 and €7.38, respectively. Barcelona’s tax may reach €15 per night. Rates vary across destinations: Greece and Florence adjust by season or accommodation type, while Venice adds a day-visitor fee. Tourist taxes aim to manage mass tourism, support local communities, and sustain the environment, despite mixed opinions on their effectiveness.

📈 Ávoris faced a sales slowdown in 2024 due to a split with Viajes El Corte Inglés (VECI). Travelplan's sales rose to €257 million, a 6.2% increase, down from 24.3% the previous year. Catai's revenues reached €162.3 million, growing by 1.2% compared to 12.3% before. VECI ceased incentives for selling Ávoris products in 2024 over a breached agreement linked to the Imserso tourism program.

📈 Un total de 15 empresas turísticas figuran en el "Ranking de las 200 empresas con mejor reputación en España en 2025", presentado por Merco. Meliá Hotels International lidera, seguida de Alsa y Minor Hotels Europe & America. El ranking fue elaborado con 62,410 encuestas, 6 evaluaciones y 25 fuentes, verificadas por KPMG. Volotea entra en el ranking, mientras que Paradores y AC Hotels by Marriott salen. Grupo Iberostar sube de la posición 160 en 2024 a 99 en 2025.

📈 En mayo, el sector turístico añadió 101,848 trabajadores, un aumento del 3.5% respecto al año anterior, alcanzando 2.99 millones de afiliados. El empleo turístico representa el 13.7% del total nacional. La hostelería sumó 57,994 trabajadores, y agencias 2,360. El empleo asalariado creció un 4%, mientras el autónomo subió un 1.3%. Canarias lidera con un incremento del 4.1% en empleo, seguida por Andalucía con 3.8%.

🗺️ Islas Baleares, 2024. El turismo aporta el 45% del PIB, con un incremento de turistas de 321,222 en 1959 a 18,735,675 en 2024. La capacidad hotelera legal creció de 14,600 plazas en 1959 a 609,000 en 2024. La afluencia turística elevó el Indicador de Presión Humana, alcanzando 2,079,541 personas el 7 de agosto de 2024. Booms turísticos llevaron al desarrollo de infraestructura de alojamiento desde 1959, con Airbnb influyendo desde 2012.

🗺 Travelance anticipates a positive summer 2025 with a 75% sales increase compared to 2024. Enhanced by travel agency alliances, emerging destinations, and changing traveler profiles, sales and average spending per traveler are expected to rise. Key destinations include Japan, Thailand, and the Caribbean. Emerging interests are in Albania and Slovenia. Short getaways and sustainable tourism are trending, and travelers are prioritizing quality experiences over price. The growing demand for travel insurance reflects a more conscious traveler mindset.