Boosting Tourism in Spain: The Role of British Travel Agents
The Spanish Tourist Office in the UK is ramping up its efforts to attract more British tourists to lesser-known regions of Spain and during the shoulder seasons. Manuel Butler, the UK director of the Spanish Tourist Office, emphasizes the pivotal role that British travel agents play in this strategy. “For us, travel agents are crucial. They are the main key element in promoting Spain,” he stated, highlighting the importance of collaboration in the tourism sector.
Roadshows and Specialist Programs
To enhance engagement with travel agents, the Spanish Tourist Office recently held two roadshows and has plans for two more in March. These events serve as platforms for sharing insights and promoting Spain’s diverse offerings. Additionally, the Spanish Specialist Programme is undergoing updates this year, ensuring that agents are well-equipped with the latest information and tools to promote Spain effectively.
Focus on Unique Experiences
In line with its strategy to diversify tourism, the Spanish Tourist Office is organizing a presentation about paradores—historic buildings converted into hotels—on February 26 in Manchester. Furthermore, a multi-market agent trip to Navarra and La Rioja is scheduled for September, focusing on slow travel and community tourism. This initiative aims to showcase the unique experiences that these regions offer, encouraging agents to promote them to their clients.
Visitor Growth and Sustainability
The unveiling of visitor figures for 2025 reveals a positive trend in tourism from the UK. Over 19 million British tourists visited Spain in 2025, marking a 4.4% increase from 2024 and a 5.5% rise compared to 2019. Notably, the numbers for January to May were up 6.9% on 2024 and 9.1% on 2019, while the October to December figures showed a 2.7% increase from 2024 and a remarkable 14.1% rise from 2019.
Butler pointed out that Spain is committed to sustainable tourism and is actively working to encourage visitors to travel outside the peak summer months and explore regions beyond the typical hotspots. “The numbers are supporting this direction,” he noted, indicating that the strategy is effectively promoting year-round tourism.
Extending the Average Stay
The average stay for tourists in Spain is currently around 6.8 days. The tourist board is working to extend this duration, which not only enhances the travel experience but also helps reduce the carbon footprint associated with frequent short trips. By encouraging longer stays, Spain aims to foster a more sustainable tourism model.
Emerging Destinations
While traditional tourist hotspots like the Balearics and Canary Islands remain popular, there is a growing interest in exploring “green Spain.” Regions such as Galicia have seen a staggering 47% increase in British visitors, while Asturias has experienced nearly a 20% rise. Butler noted that these areas offer milder summer temperatures and unique experiences, making them appealing alternatives for travelers.
Aragón has recorded the most significant growth, with British arrivals surging by 168%, increasing from 34,268 to 91,813 visitors. This rise is partly attributed to a shift in travel preferences, with more tourists opting to travel by car or motorhome.
Regional Highlights
The region of Murcia welcomed 371,722 British visitors in 2025, reflecting a 19% year-on-year increase. This growth can be attributed to new flight routes introduced by airlines such as Ryanair and Jet2, making it easier for travelers to access this beautiful region.
Events and Anniversaries
To further entice visitors, the Spanish Tourist Office is highlighting various events, openings, and anniversaries throughout the year. Notable occasions include the centenary of Antoni Gaudí’s death and the completion of his iconic Sagrada Familia cathedral in Barcelona. Other significant events include the Gay Games in Valencia, the Spanish Grand Prix in Madrid, the start of the Tour de France in Barcelona, and Bad Bunny’s world tour in Madrid and Barcelona.
By focusing on these diverse offerings and promoting lesser-known regions, the Spanish Tourist Office aims to create a more balanced and sustainable tourism landscape, ensuring that Spain remains a top destination for British travelers year-round.
