Spain Aims to Spread Tourists Beyond Coasts as Visitor Numbers Near 100 Million

Spain is directing EU funds and a national advertising campaign toward inland and northern regions to reduce pressure on coastal areas as foreign visitor numbers approach 100 million. First-quarter 2026 figures show a further 3.4 percent increase in arrivals and 6.7 percent growth in revenue.

The government is allocating €3.4 billion from EU recovery funds to develop tourism in regions including Castilla-La Mancha, Castilla y León, Extremadura, Galicia, Asturias, Cantabria, the Basque Country, and Navarre. Hereu said these areas have capacity that coastal zones lack during peak summer months.

The current "Think You Know Spain? Think Again" campaign features churches, food, wine, lakes, and northern green landscapes rather than beaches. Hereu said low- and mid-season visits and inland destinations are already growing faster than traditional high-season coastal traffic.

Hereu stated that growth can be managed if local authorities regulate and tax tourist offerings. He noted that Barcelona plans to ban tourist flats by 2028 and said left-leaning local governments have been more active in setting limits than right-leaning ones.

He added that extending the season and spreading visitors geographically can create steadier jobs and help retain young residents in smaller towns. Traditional beach tourism still accounts for 37 percent of visits, but surveys show many travelers now seek additional cultural or nature experiences, he said.