There is now a clear projection on the table: by 2040, Spain is expected to become the most visited country in the world, overtaking France.
According to a long-term study by Google and Deloitte, NextGen Travelers and Destinations, Spain could welcome around 110 million international visitors annually by 2040.
Spain Press Editorial Team
Developments in 2026 already lend weight to that forecast. Spain has surpassed 95 million international arrivals, marking a new historic high. Tourist spending has also reached record levels, exceeding €115 billion annually — signalling not only rising visitor numbers, but increasing value per traveller.
Key driver behind this growth is Spain’s cities
Spain’s cities are increasingly positioning themselves as standalone international destinations.
Metropolises such as Madrid and Barcelona are already among Europe’s most visited cities. Yet others are rapidly gaining international prominence: Seville as the cultural heart of Andalusia, Málaga as a dynamic hub for lifestyle, art and international living, and Córdoba with its unique historical heritage.
They are joined by Santiago de Compostela as a spiritual and cultural landmark, San Sebastián as a globally recognised culinary capital, and Valencia, which is redefining itself as a modern Mediterranean metropolis. Bilbao — often cited as a model of urban transformation — and León, increasingly relevant in cultural and domestic tourism, are also gaining international visibility.
Appeal now extends well beyond its traditional coastal strongholds
While the Mediterranean and Atlantic shorelines remain central attractions, cities, cultural heritage and rural regions are increasingly in focus.
The green north — including the Basque Country and Cantabria — is gaining growing international recognition. Nature, authenticity and strong regional identity are becoming decisive factors for many travellers.
Spain ranks among the most gastronomically diverse countries in Europe
With 17 autonomous communities, each maintaining its own culinary traditions, Spain ranks among the most gastronomically diverse countries in Europe
Vom Baskenland mit seiner international anerkannten Spitzengastronomie und Pintxos-Kultur über kantabrische Bergküche und galicische Meeresfrüchte bis hin zu andalusischem Olivenöl und valencianischen Reisgerichten: Jede Region besitzt eine eigenständige kulinarische Handschrift. Spanien gehört zudem zu den europäischen Ländern mit der höchsten Dichte an Michelin-Stern-Restaurants – gleichzeitig bleibt die traditionelle Dorf- und Regionalküche lebendig.
Spain’s appeal is no longer limited to tourism
Increasing numbers of Europeans — particularly from northern countries — are choosing to make the Iberian Peninsula their permanent home.
Both public and private schools are recording rising numbers of international pupils, and universities are attracting students from across Europe, Latin America and beyond. Climate, infrastructure, healthcare and overall quality of life are central factors in that decision.
Clear growth trajectory towards 2040
With record figures in 2026 and a clear growth trajectory towards 2040, Spain is consolidating its position within global tourism.
If current trends continue, 2040 could indeed mark the historic moment when Spain officially becomes the most visited country in the world.
