Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

Spain is pushing beyond the traditional sun-and-beach model as it eyes a potential 100 million foreign visitors this year. Tourism minister Jordi Hereu told The Guardian that last year’s arrivals reached 96.8 million, with spending up 6.8% to €134 billion. The growth outlook could be boosted this summer by uncertainty over Middle Eastern destinations following the US–Israel conflict over Iran. He argued growth should be calm and manageable to address overtourism and climate concerns. He also noted that Spain's decentralised system complicates national policy, even as Barcelona plans to ban tourist flats by 2028 under Jaume Collboni. The interview contrasts left- and right-leaning approaches to tourism regulation. Hereu suggested some places suffer from unregulated growth while others benefit from regulation. He said that government action, not market forces alone, shapes sustainable tourism. The article frames Spain's strategy as a shift toward regional customization and durable visitor experiences. The overarching aim is to distribute demand, ease pressure on crowded hubs, and cultivate a softer, long-term market appeal.