Spain is preparing for another record year in tourism, with around 100 million international visitors expected in 2026. However, the country is also facing growing concerns about overtourism and pressure on popular destinations.
Under its Spain Tourism 2030 strategy, the government plans to make residents and sustainability central to the next stage of tourism growth. Carlos Ruiz González, director of the Spanish Tourist Office for the Gulf region at Turespaña, outlined the approach during a presentation at Arabian Travel Market in Dubai.
The strategy aims to balance tourism growth with the needs of people who live in heavily visited destinations. It also encourages visitors to explore parts of Spain that receive fewer tourists.
Spain Tourism 2030 Focuses on Residents
Spain developed the strategy after consulting more than 200 tourism experts, companies, government agencies and other organisations.
The plan recognises that tourism pressures differ widely across the country. Popular cities such as Barcelona face overcrowding, while some rural and inland areas are trying to attract more visitors.
Spain welcomed 96.8 million international tourists in 2025. Tourism contributes about 12.6% of the country’s GDP and supports roughly three million jobs.
However, rising visitor numbers have also increased pressure on housing, infrastructure and local communities.
Ruiz González said some Spanish destinations are effectively “dying of success”. He explained that tourism management can no longer be treated as an issue for the tourism industry alone.
Instead, Spain wants different government departments and economic sectors to work together as part of a wider national policy.
Residents Become a Core Tourism Audience
Spain Tourism 2030 uses a three-phase roadmap. The government will implement it through a series of two-year action plans.
The strategy covers economic, social and environmental sustainability. Its challenges include climate change, employment, housing, overcrowding and the decline of populations in some regions.
Residents are one of five groups placed at the centre of the strategy. The other groups are destinations, businesses, tourism workers and visitors.
Ruiz González said residents should be treated as part of the tourism system rather than as a side effect of it.
He pointed out that tourists visit places where people live. Therefore, local residents need to be able to afford housing and continue using their neighbourhoods without disruption.
Spain Wants Tourists to Explore Beyond Major Cities
The strategy does not aim to stop tourists from visiting Spain’s best-known destinations. Instead, Turespaña wants more visitors to discover inland and less crowded areas.
The government is also promoting slower travel and longer stays. The idea is to spread tourism spending across a wider part of the country while reducing pressure on the busiest locations.
For nature lovers, Ruiz González highlighted the Pyrenees, Picos de Europa and Sierra de Guadarrama. The latter is a national park located close to Madrid.
Historic cities and smaller towns across Castilla are also being promoted as alternatives to Spain’s biggest tourist centres.
Spain’s extensive high-speed rail network could further support this approach. Better connections make it easier for international visitors to reach destinations beyond the country’s traditional tourism hotspots.
A New Direction for Spanish Tourism
Spain’s Tourism 2030 strategy reflects a broader attempt to manage tourism growth rather than simply increase visitor numbers.
With international arrivals continuing to rise, the country is focusing more heavily on the quality and distribution of tourism. Housing, local communities, jobs and environmental pressures are now part of the wider tourism discussion.
The aim is to ensure that Spain remains an attractive destination while allowing residents to benefit from tourism and maintain their quality of life.
