Spain tourism trends show social media influence and domestic preference

Recent reports highlight shifting travel preferences and the impact of digital media on tourism in Spain. According to Phocuswright, social media significantly influences younger travelers, with 34% of Spaniards aged 13 to 34 stating they visit destinations seen on social platforms. This influence declines with age, dropping to 23% for those aged 35 to 54 and only 11% for travelers over 55.

Data from Booking.com’s 2026 Travel Trends Report indicates a strong preference for domestic tourism and local gastronomy among Spanish travelers. Approximately 59% of respondents feel there are still many places to discover within Spain, and 46% favor proximity travel due to short distances and the desire to support the local economy.

Key motivations for travelers include mental disconnection and nature, cited by 88% and 91% of respondents respectively. Additionally, gastronomy remains a primary driver, with 89% of travelers prioritizing local markets and traditional cuisine. The report also notes a rise in pet-friendly travel, with 10% of Spaniards planning trips with pets.