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

Spain is pushing beyond the traditional sun-and-beach image as it prepares for another record year, with tourism minister Jordi Hereu predicting 100 million foreign visitors could be reached. Last year, foreign visitors rose 3.2 percent to 96.8 million, with spending up 6.8 percent to €134 billion. Early 2024 data show a 3.4 percent rise in arrivals and a 6.7 percent jump in revenue. Hereu lauds progress while urging calm, sustainable growth and acknowledging Spain’s decentralized governance complicates nationwide policy. He notes a Barcelona ban on tourist flats by 2028 as part of broader regulatory shifts, with left-wing leaders favoring tighter controls and the right preferring market-led solutions.