Addressing media on Tuesday (17 February), director of tourism Manuel Butler revealed that while tourism growth during the summer months was "flat" last year (+0.1%), there were significant spikes during the shoulder seasons, including a 6.9% increase in visitation between January and May.
Several tourism hotspots experienced a dip in visitor numbers last year, including the Balearic Islands (-0.5%) and capital Madrid (-3.9%).
"One of our key objectives has been to drive traffic beyond the traditional peak months, and I'm pleased the numbers are supporting this and demonstrating our strategy is working," said Butler, who heads up the Spanish Tourist Office.
However, he admitted there were certain elements still "to be worked on", including how long UK visitors stay, which averaged 6.78 days last year.
"We mean what we say about sustainability – it's not just a slogan," Butler continued. "We're doing our best to encourage British tourists to stay longer as we believe it's a very powerful way to improve social sustainability, responsibility and carbon footprints."
Overtourism is an ongoing concern for the Spanish tourism industry and agents alike after anti-tourism protests in places like Barcelona, Ibiza and Palma led to heightened anxiety for visitors requiring reassurance.
Elsewhere, Butler also noted "small but encouraging" visitation figures for inland Spain and its mountainous regions, with northern Spain outperforming the national average.
This included the autonomous community of Galicia, which welcomed nearly 50% more UK travellers (108,246) in 2025 than it did in 2024.
The land-locked region of Aragon, meanwhile, led the growth charts for northern Spain, recording the fastest increase of any listed region following a 167.9% increase in British arrivals last year from 34,268 to 91,813.
"Tourists are looking for new things, for authenticity, and to escape the heat, which is where 'the greener Spain' comes in," Butler added.
Butler added travel agents were "crucial" in promoting Spain and its lesser-known locations; initiatives designed to support the trade including relaunching its Spain Specialist Programme and a fam trip to Extremadura.
