When July and August push temperatures up by three to four degrees Celsius, Spain could see a 10 percent dip in tourist demand. This finding comes from the Regional report on climate change in European tourism demand, a study produced by researchers from the European Union Joint Research Center. Tourism remains a pillar of the Spanish economy, accounting for about 12.8% of GDP, yet recent discussions at Fitur in Madrid underscored that the sector faces pressures beyond the daily mechanics of running hotels and tours.
Earlier this week, the Bank of Spain voiced concerns about the fallout from climate change and the ongoing energy transition. The governor, Pablo Hernández de Cos, warned that shifting to a zero-emission economy will be challenging. Air travel alone contributes around 40% of total greenhouse gas emissions, and it drives about 80% of international tourist traffic, which tallies with the country’s sun-and-beach appeal. He noted that this strong preference makes the tourism industry vulnerable to climate swings and to crowding in popular destinations.
Towards sustainability
New research on youth travel habits, conducted by the Autonomous University of Barcelona and IATI Seguros, shows a dramatic shift in how younger travelers spend. Eight in ten youths express concern for the environmental footprint of trips, and nearly 59% would rule out destinations they view as unsustainable. At Fitur, many cities showcased themselves as green choices, highlighting places like San Sebastián, Oviedo, Santiago de Compostela, and Lugo as examples of sustainable branding.
To define the concept clearly, the World Tourism Organization describes sustainable tourism as tourism that fully accounts for economic, social, and environmental repercussions now and in the future, with aims to meet needs of visitors, industries, environments, and host communities. Yet only about 11.46% of tourism firms offer sustainability training to staff, according to a business survey tied to Spain’s contribution to the UN-led 2030 Agenda.
Other trends include a willingness among 60.9% of travelers to pay a premium for eco-friendly lodgings and hotels. Ecotourism, cultural experiences anchored by major events, gastronomy-focused tourism, and sports-oriented trips such as winery tours, cycling, and marathon events are now well established in the sector’s trajectory.
Arturo Crosby, co-director of the course on sustainable management and innovation of tourist destinations at the Complutense University of Madrid, emphasizes the need for capacity limits and open dialogue among local residents, institutions, and businesses. He points to Benidorm as a case study in adapting growth with sustainability. Its high-rise skyline is complemented by extensive bicycle lanes and pedestrian zones, and Crosby argues that such planning helps reduce environmental pressures compared with more sprawling coastal towns.
He notes that Benidorm can absorb crowds effectively, with hundreds of hotels and thousands of rooms, plus campsites and apartments that enable scalable accommodation. In his view, replicating Benidorm’s approach across several Mediterranean cities could limit coastal degradation while supporting tourism growth.
In parallel, the Fitur event highlighted improved accessibility for all visitors. About 4.38 million people in Spain have some form of disability that does not stop them from traveling, and this portion often spends more to ensure their needs are met. The latest data show average spending around €813.65 per getaway, with most travelers choosing to drive themselves and many heading to the Valencia region for beach days. Accessibility advocates note that Spain remains a reference point but stresses the ongoing need to enhance infrastructure—ramps, lifts, and accessible bathrooms—and to expand training for staff in travel hubs and transport hubs to better serve travelers with special needs.
Several destinations are highlighted for their leadership in accessible tourism. Ávila has been recognized for its accessibility initiatives, while Malaga showcases mature cultural centers such as the Carmen Thyssen Museum, the Picasso Museum, and the Pompidou Centre. Lugo received distinction for its inclusivity in 2017, and Terrassa earned acknowledgement in Barcelona’s 2012 Barrier-Free City Awards for similar efforts.