To get better. This single word captures the momentum of Spain’s tourism in 2023, when the memory of closed hotels and empty streets during the pandemic faded. The Industry and Tourism Minister announced that the country surpassed 84 million international arrivals, topping the 2019 figure of 83.7 million. Beyond traditional sun and sea offerings, the sector set new records in revenue, visitor spend, and per capita expenditure while also looking outward to new audiences. Spain is increasingly welcoming disabled travelers and medical tourists seeking fertility treatments or aesthetic procedures. The nation is positioning itself as Muslim friendly for Muslim visitors. It is also courting foreign athletes who may participate in cyclocross events or visit cities ahead of upcoming marathons.
Among the fastest growing segments health tourism remains the most established form of travel. These are high-spending travelers who add substantial value through specialized treatments and associated transportation costs. In 2022 international visitors to Spain spent an average of 1,536 euros per person, a figure 26 percent higher than the 1,214 euros recorded for all foreign travelers the year before. While health travelers typically spend about 214 euros per day, the average visitor spends 162 euros daily. Barcelona stands out as a premier hub for such travelers, thanks to a robust network of fertility clinics and a strong presence of international specialists offering fertility options for LGTBI travelers. Valencia follows closely with a notable rise in fertility treatment inquiries over the past two years.
In the realm of aesthetic medicine, the draw remains strong. The shift from pandemic era quarantines to social media influence has continued to propel interest in minor cosmetic procedures. British, German, Russian, and Saudi travelers visit Spain attracted by competitive pricing, with Turkey emerging as a global center for dental treatments. The plastic surgery market in Spain grew by 15 percent in 2022, reaching a value of 4.025 billion euros, driven by increases in breast procedures and other head and neck interventions.
inclusive tourism
Approximately 4.38 million people in Spain have some form of disability that does not prevent travel, though accessibility conditions vary. A 2023 report from the ONCE Foundation’s Universal Accessibility Tourism Observatory notes that these travelers spend about 28 percent more to ensure their needs are met. The typical getaway costs around 813.65 euros, with most travelers opting to drive in their own car and choosing the Valencian Community for beach getaways. An accessibility chief from the ONCE Foundation emphasizes that Spain is increasingly seen as a benchmark for accessible travel, thanks to favorable climate and services that appeal to older visitors as well. The trend suggests continued growth in this segment over the long term.
Still, challenges remain. The sector urgently needs to enhance transport quality, especially for flights and accessible taxis, to better serve people with reduced mobility. Rail accessibility and overall care remain areas for improvement, and education on serving travelers with disabilities should be strengthened across the tourism landscape.
Adapting tourism to religious expectations also broadens Spain’s appeal. Halal tourism, which respects religious dietary rules and dress codes, is expanding as the Middle East and Southeast Asia send more visitors. Spain ranked among the top non member economies seeking Muslim travelers in 2023 and has repeatedly been recognized as a leading Muslim friendly destination. The post pandemic rebound has seen more than two million Muslim tourists visit the country, a significant increase from the half million a dozen years earlier. The Halal Institute notes that Muslim travelers spent an average of 1,912 euros in 2022, with main visits concentrated in Andalusia, Madrid, and Catalonia. More than 500 Spanish establishments hold a halal certificate, signaling reliable adherence to Islamic requirements and marking a notable milestone in tourism development.
sports trips
Sporting events and experiences are another rising driver of travel to Spain. Total spending by travelers visiting for athletic purposes reached 5.5539 billion euros in 2022, more than double the level of the previous year, with sport tourism accounting for the majority of that sum. The Copa America 2024 planned for Barcelona is expected to draw around 2.5 million visitors, while the Formula 1 Madrid Grand Prix anticipated in 2026 will bring around 54 thousand guests. There is growing interest in endurance and calendar-driven trips, with fans pre-booking marathons, golf vacations, and other athletic experiences throughout the year.
Other travelers participate in events like the UCI Cyclocross World Cup held in Benidorm Costa Blanca, which drew thousands of spectators. Golf remains a popular option, with Spain seen as a premier European destination for high and mid to high income visitors, where average daily spend per traveler sits around three hundred twenty euros. Sport tourism is increasingly used to smooth seasonal fluctuations and encourage regional tourism expansion.