Spain’s tourism authorities see the United States as a critical driver in the country’s transition toward a more profitable and sustainable travel model.
During the 5th Turespaña Convention held in Cáceres, Magí Castelltort, Tourism Counselor of Turespaña in New York, expressed optimism about the role of the U.S. market, noting that it could help Spain achieve its strategic goal of reducing overcrowding while increasing visitor spending.
Castelltort said the U.S. market is positioned to lead a shift in Spanish tourism toward higher value and less volume, aligning with the government’s sustainability objectives. He explained that Spain’s evolving tourism framework aims to attract travelers who stay longer and spend more, helping to balance economic impact with environmental and social considerations.
U.S. Market Seen as Strategic and Stable
“The U.S. market is a strategic one that should be considered apart from day-to-day volatility,” said Magí Castelltort during the panel on strategic markets featuring representatives from the United Kingdom, the United States, Germany, and France. “The U.S. economy is 16 times larger than Spain’s. This, by itself, means that the level of prices and wages operates on a different scale.”
He added that the new U.S. administration’s fiscal policy and the potential devaluation of the dollar could indirectly benefit Spain’s tourism objectives. “The scenario that is emerging now is interesting. They have to fight both the trade deficit and the public deficit. In both cases, the common element is the devaluation of the dollar,” he explained.
According to Castelltort, this currency dynamic acts as a “filtering effect” that could help Spain attract fewer but higher-spending visitors. “The devaluation of the dollar is producing an effect that favors us by moving toward a scenario of less volume, maintaining a high level of expenditure,” he said. He emphasized that this market trend complements Spain’s national tourism strategy, which seeks to balance profitability and sustainability.
“We are living through a moment where, in principle, there is an alignment between what society wants and what the market demands: greater profitability with less geographical pressure,” he added. The counselor underlined that Spain is aiming to evolve from a mass-tourism model toward a more selective and value-driven approach that leverages long-haul markets such as the United States.
Focus on Stability Amid Global Volatility
Castelltort called for calm in response to short-term fluctuations in global markets, stressing that the U.S. market offers a long-term opportunity for Spain. “We are in a scenario where we ask for calm, but we believe that right now conditions are favorable for this shift toward a new tourism model in our country,” he said. “The United States could be the market that drives the transition of the Spanish tourism system toward a new model—more profitable and less dependent on traditional tour groups.”
His comments came as part of a broader discussion at the convention, moderated by Daniel Rosado, Deputy Director of Strategy and Services to the Tourism Sector at Turespaña. The session, titled “Strategic Markets: United Kingdom, United States, Germany, and France,” brought together senior tourism counselors to analyze evolving demand patterns across Spain’s key inbound markets.
The event reflected Turespaña’s ongoing efforts to refine its international tourism strategy, emphasizing sustainability, diversification, and resilience. Officials highlighted that the post-pandemic recovery has accelerated Spain’s move away from traditional sun-and-beach mass tourism toward experiences focused on culture, gastronomy, and authenticity—areas where U.S. travelers show growing interest.
Mixed Outlook for Other European Markets
While the U.S. outlook appeared strong, other European markets presented contrasting perspectives. Manuel Butler, Tourism Counselor of Turespaña in London, described the British market as showing “some concerning factors” despite optimism from the recent ABTA Convention in Calvià. “Consumer confidence is lower than last year,” he noted, citing delayed budget approvals in the U.K. that have created financial uncertainty for households and contributed to shorter stays and last-minute bookings.
In France, María José Gómez, Tourism Counselor in Paris, said demand has stabilized, with families favoring closer destinations—a trend that has incidentally benefited Spain. “French families have not traveled to long- or medium-haul destinations, and that has favored us in a way,” she said. “They continue to act as that cushion market, traveling by car and reaching all destinations across Spain.”
From Germany, Álvaro Blanco, Tourism Counselor in Berlin, described a more challenging situation. “Germany is not in a good moment. People want to travel but are questioning if it’s the right time,” he said. Blanco pointed to frequent corporate layoffs and economic uncertainty, noting that “every week, a large company announces an ERE [collective dismissal] affecting thousands of people.”
He added that while travel intentions remain solid, the cost of travel packages has risen by between 30% and 40% since 2019. “The demand is there in terms of willingness to travel, but the increase in prices has had an effect. The German traveler is cautious and waiting,” Blanco said. Although he avoided calling it a downturn, he acknowledged that the German travel market is facing “a complex moment.”
The contrast among Spain’s source markets underscored the diversity of challenges and opportunities facing the tourism sector. While traditional European markets remain vital, officials agreed that long-haul travelers from the United States could play a decisive role in Spain’s next phase of tourism growth. Their higher average spending and interest in cultural experiences align with Spain’s push toward sustainable, high-value tourism that benefits local economies year-round.
As Spain prepares for the next decade of tourism development, Turespaña’s leadership appears confident that strategic alignment with long-haul markets such as the U.S. will help deliver both economic resilience and environmental balance. “We believe the U.S. market can be the catalyst for the change we are pursuing,” said Magí Castelltort. “It is an opportunity to move toward a tourism model that is more sustainable, more profitable, and better distributed throughout our territory.”
