Closing one’s eyes and stepping back to 2020 often stirs memories of lockdowns that accompanied the early days of the coronavirus pandemic. The phrase tempus fugit fits here well enough: time seemed to sprint by while plans were paused and trips shuffled away. Yet the urge to explore new places never faded. It simply built up, becoming what experts call revenge tourism, a bold effort to reclaim lost moments.
This wave of revenge tourism gained momentum through the current year, peaking in the summer and outpacing many economic forecasts that warned of a tougher autumn. People leaned on savings accumulated during quarantine, funding long-awaited journeys and memorable experiences.
The sector’s rebound surprised analysts with its velocity. A tourism expert from the Open University of Catalonia, Pablo Diaz, described the rebound as almost abnormal. In the second half of 2022 Spaniards took 44.64 million trips, about 10 million more than the same period in 2021, moving closer to the 2019 level of 50.47 million trips. Domestic travel surged as well, with 91.8 percent of trips spent within the country, up from 90.2 percent in 2019. Diaz notes that travelers crave safety and are discovering a more localized, sustainable tourism landscape they had not explored before. The president of the Corporate Association of Specialized Travel Agents, known as Acave, adds that consumer spending remained robust, rising by 115.7 percent from 2021 to 11,657 million euros.
But the trend extends beyond larger budgets and longer itineraries. Travelers now seek different kinds of experiences rather than simply collecting passport stamps. Digitalization shapes choices, with remote workers becoming more nomadic and younger travelers prioritizing destinations and accommodations shaped by social networks.
double edged sword
Tourism remains a major pillar of the Spanish economy, with foreign visitors playing a critical role. Yet after the pandemic, some countries kept travel restrictions, and Russia’s tourism impact waned due to the war in Ukraine. By September, Spain welcomed 55.9 million foreign visitors for the year, compared with 31.2 million total domestic foreign visitors in 2021.
International travelers spent roughly 1,182 euros on average, marking a 10 percent rise from the previous year. In the first half of the year, tourist expenditures surged by 209.7 percent versus the prior year, reaching 68 billion 137 million euros.
This surge offers a strong rebound but also carries risks. The rapid recovery could slow if inflation keeps pushing prices higher, Diaz warned. Although trips were down by about six million from 2019, spending rose slightly. The long-term outlook suggests travel may become more selective, serving higher-income groups. The middle class could see a shift toward shorter stays and more local, rather than international, travel, potentially reducing tourism’s share of GDP from the 2019 level of 12.4 percent.
Instagrammable places
A new generational shift is shaping travel aesthetics. Younger travelers hunt for hotels and experiences that photograph well for social media, and accommodations chase modern, visually striking spaces. They often discover opportunities through influencer networks that leave a lasting impression.
The rise of remote work has added a new traveler: the digital employee who can operate from anywhere with reliable Wi-Fi. These longer stays blend work and leisure, broadening the geography of travel.
Barcelona stands out as a European hotspot for teleworkers, described by the city’s hotels union head as a sign of a nomadic generation that tends to live and study outside their home country and often arrives without children.
In Spain, the share of the workforce that works remotely grew from 4.8 percent in 2019 to 10.8 percent during quarantine, then eased to 9.5 percent in 2021. Casals notes that practical, shared workspaces will become more important, and while some hotels are already adapting, none are fully dedicated to this trend yet.
Are you traveling by plane?
The core of tourism has changed little since the pandemic, but preexisting trends have sharpened. Slow travel has gained traction among Scandinavian travelers who prefer trains to planes and seek hotels with environmentally friendly credentials. Bicycle tourism, which weaves cycling with other transport, has also grown in appeal, especially in Europe.
Estimates show emissions of around 115 kilograms of CO2 per short plane trip between major Spanish cities, a figure that can be avoided by rail. Meanwhile, global air travel searches have surged, and Spain still welcomed around 6.51 million visitors in September. Road and sea travel contributed as well, with rail taking up a small share.
By late 2023, inflation’s grip on travel costs became clear. Weekend desk operators reported turnover growth of 5 to 10 percent versus 2019, with package prices rising as services and accommodations increased by about 20 percent. Yet demand remained resilient, with booking platforms continuing to grow in bookings and revenue.
Expensive for inflation
Inflation continues to press on travel budgets. While price remains a central factor for planning, it does not dampen the impulse to explore. The travel industry adapts, offering competitive bundles and new value propositions to attract travelers.
looking for the unusual
Travelers seek uniqueness in their itineraries, and businesses respond with creative offerings. The quest goes beyond tasting meals; it includes visits to orchards where ingredients are grown and conversations with chefs who prepare them. The pursuit of distinctive, culturally rich experiences adds depth to the act of moving from one place to another.