Every January, I meet with friends and colleagues in Madrid at the FITUR tourism trade fair. Only on a few occasions in recent years have I exchanged Madrid for Davos, where the World Economic Forum takes place during the same week.
In 2026, I will be back at FITUR. See you in Madrid from 21 to 23 January.
Usually, in my posts I write about the event itself. However, in 2025 I decided to write about something else — tourism in Spain.
Spain is a compelling example of how tourism can be transformed into a strategically important pillar of the national economy. In 2024, Spain ranked second globally in international tourist arrivals, surpassed only by France, welcoming an impressive 94 million international visitors. More importantly, tourism generated €126 billion for the Spanish economy, accounting for 12.3% of national GDP.
What deserves particular attention is Spain’s ability to convert international tourism into substantial fiscal revenue. This stands in contrast to many countries that shy away from global competition and rely primarily on domestic tourism, thereby limiting both scale and economic impact.
While Spain is globally associated with sun-and-beach tourism, the country is experiencing a clear shift toward cultural and gastronomic travel. In 2024, 32% of visitors came to Spain primarily for cultural experiences, while gastronomic tourism grew by 28% compared to 2019, according to Spain’s Ministry of Tourism.
This evolution reflects a deliberate and strategic approach: structured development of the tourism sector as part of the wider economy, prioritisation of cultural heritage and gastronomy, and consistent, long-term investment in building a strong national tourism brand.
Spain’s experience offers a valuable reference point for countries seeking not just to talk about tourism reform, but to implement it in practice. The combination of innovation, coherent communication, and a focus on high-quality experiences positions Spain as a benchmark for the global tourism industry.
What do you think of Spain’s tourism model? Can other countries replicate this success?
Let’s discuss.
You can reach me by email at sergey@stanovkin.london or by filling in the form:
Sergey Stanovkin 