The satisfaction levels of international tourists visiting Spain have significantly increased in 2023. According to the second International Tourist Satisfaction Survey by Turespaña, 97% of tourists reported being “satisfied or very satisfied” with their experience in Spain. This marks a rise of 2.3 points compared to 2022.
Notably, the percentage of tourists who were “very satisfied” with their trip rose from 62.7% in 2022 to 65% in 2023. The overall rating for Spain as a tourist destination also increased, with non-resident travelers giving it a score of 4.62 out of 5, up from 4.59 in 2022.
Jordi Hereu, Minister of Industry and Tourism, emphasized that these results reflect Spain’s leadership as a sustainable, safe, and excellent global destination.
The survey highlighted the strong loyalty among international tourists. Hereu noted, “Those who visit Spain tend to return,” attributing this to the country’s high-quality and diverse leisure offerings, cutting-edge gastronomy, and excellent transportation network.
By nationality, British tourists were the most satisfied, giving Spain a score of 4.72 out of 5, with 74% being “very satisfied.” They were followed by tourists from various Latin American countries, who gave a score of 4.70 with 72% “very satisfied,” Polish tourists with a score of 4.69 and 71.2% “very satisfied,” and American tourists, who scored 4.67 with 71.9% “very satisfied.”
The study also revealed that women were more satisfied with their trips to Spain than men, with satisfaction scores of 4.64 and 4.60, respectively. Additionally, tourists with higher education levels reported greater satisfaction, with 80.6% having higher education, 17.5% secondary education, and less than 2% primary education or none. Tourists with secondary or higher education rated their trips slightly higher at 4.60 out of 5, compared to 4.5 for those with primary education.
A key finding of the survey was the high loyalty rate of tourists towards Spain. In 2023, 78% of tourists had visited Spain at least once before, and 65.9% planned to return within the next 12 months, up from 57.69% in 2022. This strong loyalty is supported by public policies funded by the €3.4 billion Recovery, Transformation, and Resilience Plan, which has modernized tourist destinations through improved digitalization, access, and quality of local and regional offerings.
The survey, based on 19,439 responses collected over three months, analyzed various factors of tourist satisfaction, including accommodation, dining, leisure activities, environment, transport, infrastructure, and sustainability commitments. The main reasons tourists chose Spain over other destinations were its climate (26%), culture (15.7%), and visiting family and friends (12.6%).
Spain’s continued efforts to enhance its tourism infrastructure and offerings have clearly paid off, making it a top choice for travelers seeking a memorable and satisfying holiday experience.
