Spain implements new tourism strategy amid record visitor numbers

Spain is restructuring its tourism strategy as it approaches the milestone of 100 million international visitors. As the world’s second most visited country, the government is implementing the ‘Spain Tourism 2030’ plan. This initiative focuses on sustainability and managing high visitor density to alleviate pressure on overcrowded destinations like Barcelona and coastal regions.

Carlos Ruiz Gonzalez, Director of the Spain Tourism Office for the Gulf region, noted that the strategy aims to distribute tourism more evenly by promoting less-visited rural and inland areas. Tourism currently accounts for 12.6% of Spain’s GDP and employs approximately 3 million people.

The country’s growing appeal is also attracting significant private investment. Actor Robert De Niro has expanded his Nobu hotel franchise across Spain, with locations in Málaga, Ibiza, Barcelona, San Sebastián, and a recent opening in Madrid. De Niro described Spain as a ‘great country’ when discussing his business expansion.