Published on December 16, 2024
Spain has emerged as the undisputed leader in Europe’s surging tourism sector, surpassing formidable competitors like Switzerland, Germany, Austria, Turkey, Poland, Portugal, Netherlands, Italy, Andorra, Greece, Croatia, Finland, and Sweden. While many European nations are still striving to regain their pre-pandemic momentum, Spain has not only recovered but will soared past its rivals with expectation for record-breaking 95 million tourist arrivals in 2024. This staggering figure reflects Spain’s ability to leverage its diverse offerings, from sun-soaked beaches and cultural landmarks to world-class festivals and culinary experiences.
Unlike its competitors, Spain has successfully diversified its tourism base by attracting visitors from North America, Latin America, and Asia, in addition to its core European markets. By prioritizing infrastructure upgrades, seamless connectivity, and all-season tourism strategies, Spain has achieved what few other European countries have — a steady rise in visitor numbers, increased hotel occupancy, and skyrocketing tourism revenue. This dynamic approach has put Spain at the forefront of Europe’s tourism race, leaving countries like Italy, Germany, and Greece struggling to keep pace.
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As European tourism rebounds, Spain’s ability to draw tourists year-round — with its blend of beach tourism, adventure travel, and cultural experiences — sets it apart from nations heavily reliant on seasonal tourism. While countries like Croatia and Greece rely on summer beach travelers, and Finland and Sweden bank on winter tourism, Spain attracts visitors throughout the year. This all-encompassing strategy, combined with large-scale marketing campaigns like “Spain Is Part of You”, has cemented Spain’s position as the ultimate tourism powerhouse in Europe.
Spain has firmly established itself as the undisputed leader of European tourism, leaving behind notable competitors like Switzerland, Germany, Austria, Turkey, Poland, Portugal, Netherlands, Italy, Andorra, Greece, Croatia, Finland, and Sweden. As of 2024, Spain set to welcome a record-breaking 95 million international visitors, surpassing its pre-pandemic level of 85.1 million visitors in 2023. This meteoric rise places Spain at the forefront of Europe’s tourism industry.
While most of its European counterparts are still recovering from the effects of the pandemic, Spain has surged ahead by implementing a dynamic tourism strategy. The key to this success lies in its diversified approach, which draws in travelers from not only neighboring European countries but also from the United States, Latin America, and Asia. Spain’s strategy focuses on a blend of beach tourism, cultural experiences, adventure travel, and culinary tourism, which ensures high tourist volumes year-round rather than seasonal spikes.
Unlike other European destinations that remain reliant on one or two major tourist markets, Spain has leveraged global marketing campaigns and extensive infrastructure improvements. It has expanded flight connectivity, boosted its tourism advertising, and improved its hotel sector to attract both luxury travelers and budget-conscious tourists.
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With 95 million visitors set to welcome in 2024, Spain’s performance far exceeds other major players like Germany (34 million), Italy (57 million), and Switzerland (20 million).
While many of these countries are still trying to match their pre-pandemic figures, Spain has not only matched but surpassed them. Its steady growth can be attributed to its focus on diversifying its source markets. Tourists from the United Kingdom, United States, Latin America, France, and China now make up a significant portion of arrivals, unlike countries like Switzerland and Austria, which rely heavily on regional travelers from Germany and Italy.
Spain’s visitor numbers are expected to climb even higher in 2025, as flight connections to major global hubs increase and more travelers from the United States and Latin America choose Spain as a key stop on their European tour.
Spain’s tourism strategy has been more aggressive and comprehensive than its competitors. The country’s success is attributed to several key components:
Spain’s commitment to year-round tourism puts it ahead of competitors like Greece and Croatia, which have shorter high seasons tied to summer beach tourism. Spain ensures a steady flow of tourists, even in the traditionally “off-peak” months, through its emphasis on city tourism, winter festivals, and cultural experiences.
One of the most striking signs of Spain’s tourism dominance is its performance in the hotel industry. Spain’s hotel revenue is projected to reach $26.8 billion USD in 2024.
Hotel occupancy rates have risen to an average of 71.66% nationwide. Regions like Madrid, Seville, Barcelona, and the Balearic Islands have even higher occupancy rates, driven by domestic and international demand. Spain’s focus on both high-end and budget accommodation ensures that all types of tourists are catered for, unlike countries like Switzerland, which focus on premium ski resorts and luxury chalets.
The Average Daily Rate (ADR) for hotels in Spain has also risen, with notable increases in upscale destinations like Ibiza, Marbella, and the Canary Islands. This growth in ADR reflects a shift in Spain’s tourism strategy, where higher-end accommodations are marketed to long-haul travelers from the US, China, and Latin America, who are willing to spend more on exclusive stays.
Spain’s extensive high-speed rail network (AVE) and its role as a key aviation hub have played a crucial role in its tourism success. Madrid-Barajas Airport and Barcelona-El Prat Airport are two of Europe’s busiest airports, offering direct connections to North America, Latin America, and Asia. Unlike countries like Switzerland and Sweden, where air travel is mostly limited to European connections, Spain attracts tourists from long-haul destinations.
The ability to offer seamless transport from city to city via the AVE high-speed trains has also contributed to Spain’s growth. Tourists can travel from Madrid to Barcelona in less than 3 hours, and similar routes link up Spain’s other tourist-heavy regions, making it easier for travelers to explore multiple destinations on a single trip.
The Spanish government continues to invest in its infrastructure, including airports, train routes, and seaports, which further increases its capacity to welcome large numbers of tourists. This level of investment ensures that Spain maintains a competitive advantage over its European counterparts.
Spain’s tourism sector is a significant contributor to its GDP, generating billions in revenue every year. In 2024, Spain’s tourism industry is expected to generate a significant impact, but its indirect effect on the economy is much larger when considering job creation, transport, and retail sales, with a turnover of over 2 billion euros (2.10 billion U.S. dollars).
With an influx of 95 million tourists expected, Spain’s hospitality sector is thriving, with higher revenue figures than those of Germany, Italy, and Austria combined. Countries like Portugal, Greece, and Croatia still rely on short summer seasons, but Spain benefits from year-round demand, thanks to its beaches, cultural festivals, and culinary tourism.
Switzerland’s tourism sector has seen a steady recovery in 2024, recording approximately 20.5 million international tourists in 2023, a clear rebound from the previous year. However, this figure is greater the 11.8 million tourists Switzerland hosted in 2019 but falls behind Spain, reflecting the challenges it faces.
Tourists from Germany, France, Italy, and the United States make up the bulk of international arrivals to Switzerland. However, the country has been slow to diversify its visitor base compared to other European tourism hubs. Seasonal travel demand also affects Switzerland’s ability to achieve consistent year-round arrivals, as most tourists visit during the winter ski season and summer hiking season. This reliance on short-term peaks puts pressure on Switzerland’s overall tourism goals.
Domestic tourism in Switzerland has grown over the past few years, with Swiss citizens exploring destinations like Lucerne, Zermatt, and Interlaken. However, the country’s domestic travel market is relatively small due to its limited population size. This stands in contrast to the surge in domestic tourism seen in other European countries.
The hotel sector in Switzerland benefits from the seasonal influx of winter sports enthusiasts and summer travelers seeking hiking adventures. Hotel occupancy rates are highest in December, January, July, and August, while off-peak months like April and November see significantly lower activity. Hotels located in ski resort areas such as St. Moritz, Zermatt, and Davos see strong performance in the winter, but urban hotels face challenges in maintaining consistent occupancy.
Switzerland’s tourism success is closely tied to its world-renowned public transportation network, which provides seamless connectivity between major cities and tourist destinations. The Swiss Travel Pass gives tourists unlimited access to trains, buses, and boats, making it easier for visitors to explore iconic locations like Zurich, Geneva, Lucerne, and the Swiss Alps. The scenic train routes, such as the Glacier Express and Bernina Express, are major attractions for tourists seeking unique travel experiences.
On the air travel front, Zurich Airport and Geneva Airport are Switzerland’s two main international gateways. While they offer flights to major cities across Europe and some long-haul destinations, the number of direct flights from North America, Asia, and Latin America remains limited. The reliance on connecting flights makes it more difficult for Switzerland to attract long-haul tourists, unlike countries with better-connected hubs.
Switzerland’s tourism marketing focuses on its natural beauty, winter sports, and scenic rail journeys. The campaign “I Need Switzerland” has been effective in positioning the country as a top destination for tourists seeking nature, adventure, and wellness experiences. The campaign targets key source markets like Germany, France, and Italy, but its impact on long-haul markets in Asia and the Americas is less prominent.
Unlike other European destinations with larger marketing budgets, Switzerland’s campaigns focus on European travelers, which limits its global reach. The approach is tailored to promote ski resorts, scenic train tours, and lake destinations, which are popular among short-haul tourists. The campaign does not have the same global presence as the large-scale marketing initiatives run by larger tourism powerhouses.
Switzerland’s tourism revenue comes from a mix of high-spending winter travelers, luxury tourists, and nature enthusiasts. By 2028, the country is expected to generate around ($23.8 billion USD) in tourism revenue, driven by winter tourism, scenic train journeys, and wellness retreats.
Switzerland’s revenue growth is primarily driven by luxury tourism, as travelers are often willing to pay premium rates to experience its ski resorts, upscale hotels, and scenic train journeys. Unlike countries that cater to mid-range and budget travelers, Switzerland’s appeal to high-end tourists allows it to generate a higher revenue-per-tourist ratio. However, its reliance on high-end tourists also exposes it to seasonal fluctuations, unlike Spain, which sustains steady tourism revenue year-round through its mix of luxury, mid-range, and budget travelers.
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Germany’s tourism sector has seen a steady recovery, with approximately 34.8 million international tourists in 2023, an increase from the 28.46 million visitors in 2022. However, these figures are still well below the pre-pandemic peak of 39.6 million in 2019, reflecting the ongoing challenges Germany faces in returning to full recovery. The country aims to fully restore its pre-pandemic tourism levels by 2025, driven by initiatives aimed at increasing cultural tourism and city-break travel.
Germany’s key source markets include the Netherlands, Switzerland, and the United Kingdom, as well as long-haul markets like the United States and China. However, tourism from China has been slow to return, which has delayed Germany’s recovery. While Germany sees significant growth from short-haul European arrivals, its ability to attract long-haul visitors remains more limited than other European competitors.
Domestic tourism plays a vital role in Germany’s tourism sector, with German citizens taking leisure trips to cities like Berlin, Munich, and Hamburg, as well as scenic destinations like the Black Forest and the Bavarian Alps. However, while domestic tourism has increased, it has not been able to match the impact seen in countries like Spain. Spain’s 32 million domestic trips from Andalusia alone in 2023, significantly outperformed Germany’s domestic tourism market.
Hotel occupancy in Germany is heavily influenced by business travel and large-scale events, which drive hotel bookings in urban hubs like Frankfurt, Berlin, and Hamburg. However, during off-peak periods, especially when conferences and exhibitions are not taking place, occupancy rates tend to drop. In comparison, Spain maintains a consistent hotel occupancy rate of 65.25 in August, thanks to its strong combination of beach tourism, city tours, and cultural events.
Germany has one of the most extensive and efficient transportation systems in Europe, with its ICE high-speed trains connecting major cities like Berlin, Frankfurt, Munich, and Cologne. Germany’s Deutsche Bahn network is one of the most advanced in Europe, but it does not match the speed and efficiency of Spain’s AVE high-speed train network, which allows tourists to travel quickly between key destinations like Madrid, Barcelona, Seville, and Valencia.
Germany is also home to Frankfurt Airport, one of Europe’s largest and busiest airports, which serves as a major hub for global connections. However, unlike Spain’s Madrid-Barajas and Barcelona-El Prat airports, Frankfurt Airport primarily caters to business travelers and transfer passengers rather than leisure tourists. Spain’s airports offer a stronger focus on direct connections with North America, Latin America, and Asia, which allows it to attract a more diverse group of tourists.
Germany’s tourism board, German National Tourist Board (GNTB), has launched several campaigns, with the most notable being “Germany Simply Inspiring”, which highlights the country’s blend of culture, history, and modernity. The campaign focuses on attracting European visitors with a special emphasis on its UNESCO World Heritage Sites, castles, and cultural festivals.
However, unlike Spain’s “Spain Is Part of You” campaign, Germany’s efforts are more regionally focused, targeting visitors from neighboring countries like the Netherlands, France, and Switzerland. Spain, on the other hand, runs larger-scale, global marketing campaigns aimed at attracting tourists from North America, Latin America, and Asia. This global approach enables Spain to attract a broader pool of tourists compared to Germany, which primarily markets to short-haul European travelers.
Germany’s tourism industry is on track to generate approximately $69.81 billion USD in revenue in 2024, a significant improvement from previous years but still short of pre-pandemic levels. By comparison, Spain’s hotel revenue alone is expected to hit ($26.8 billion USD) in 2024, reflecting Spain’s ability to generate significantly more revenue through a mix of international and domestic travelers.
Germany’s revenue comes primarily from business travelers, city-break tourists, and cultural tourists. However, the country’s focus on business tourism, while profitable, results in seasonal fluctuations. Events such as international conferences and exhibitions boost hotel bookings, but when these events are not taking place, demand tends to drop. Spain’s focus on leisure tourism, beach resorts, and year-round adventure tourism allows it to maintain a steady inflow of revenue regardless of the season.
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Austria’s tourism sector has made a steady recovery, with approximately 2.5 million international tourists in September, and 30 million visitors in 2023. While this growth is promising, it still lags behind pre-pandemic figures of 31.9 million tourists in 2019. Austria aims to close this gap by 2025, with a focus on reviving arrivals from its key source markets.
Austria’s tourism sector relies heavily on tourists from Germany, Italy, and Switzerland, as well as growing arrivals from the United States and the United Kingdom. The reliance on neighboring European visitors limits Austria’s ability to attract long-haul travelers, which contrasts with Spain’s diversified tourist base that includes visitors from North America, Latin America, and Asia.
Austria’s domestic tourism has seen gradual growth, with Austrian citizens taking leisure trips to key destinations like Vienna, Salzburg, and Tyrol. While domestic travel within Austria has increased, it remains small compared to other major European countries.
Hotel occupancy in Austria follows a seasonal pattern, with significant spikes during the winter ski season and the summer hiking season. In off-peak months like April and November, hotel occupancy drops significantly. In contrast, Spain maintains a consistent hotel occupancy rate grew by 34.72%, driven by its ability to attract tourists during beach season, cultural festivals, and city tours. Austria’s reliance on seasonal peaks exposes it to revenue fluctuations, while Spain’s year-round appeal ensures steady revenue generation.
Austria’s transport network is one of the most efficient in Europe, with ÖBB trains connecting key destinations like Vienna, Salzburg, and Innsbruck. These connections provide tourists with access to Austria’s most popular cultural, nature, and winter sports destinations. However, Austria’s train system does not match the speed or scale of Spain’s AVE high-speed train network, which allows tourists to travel quickly between major tourist hotspots like Madrid, Barcelona, Seville, and Valencia.
Air connectivity in Austria is centered around Vienna International Airport, which serves as the country’s main international hub. However, compared to Spain’s Madrid-Barajas and Barcelona-El Prat airports, Vienna Airport offers fewer direct flights to North America, Latin America, and Asia, resulting in fewer long-haul arrivals. Spain’s airports benefit from stronger links to global long-haul routes, which enables it to draw more international tourists.
Austria’s tourism campaigns emphasize the country’s natural beauty, cultural heritage, and winter sports. The campaign “Austria. Feel the Spark” highlights Austria’s appeal to adventure seekers and cultural travelers. The campaign primarily targets Germany, Italy, and Switzerland, as well as nearby European markets, but its global impact is limited.
Spain, on the other hand, runs broader and more globally targeted campaigns. Spain’s “Spain Is Part of You” campaign highlights its wide variety of tourism experiences, from beach getaways to adventure tourism and cultural tours. Spain’s marketing strategy focuses on global advertising across TV, social media, and online travel platforms, allowing it to capture tourists from North America, Latin America, and Asia, regions where Austria’s campaigns have little presence.
Revenue and Economic Impact
Austria’s tourism revenue is set to reach approximately € 6 billion ($5.72 billion USD) in 2024, fueled by strong growth in winter ski tourism, luxury resorts, and cultural tourism. However, despite this growth, Austria’s tourism revenue is still much smaller than Spain’s. Spain’s hotel revenue alone is expected to reach 29.52 billion U.S. dollars) by 2029, thanks to its ability to attract a broader range of travelers.
Austria’s reliance on seasonal tourism, especially winter sports, makes it more vulnerable to market fluctuations. In contrast, Spain generates revenue year-round, with its steady influx of tourists to beach resorts, adventure parks, and historical cities. While Austria benefits from high-spending luxury travelers, Spain’s ability to cater to luxury, mid-range, and budget tourists allows it to maintain a consistent inflow of revenue throughout the year.
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Turkey’s tourism sector has seen remarkable growth, with approximately 60 million international tourists in 2024, up from 55.16 million in 2023. This surge highlights Turkey’s steady recovery from the pandemic, but despite this growth, it still trails behind Spain, which set to welcomed a record-breaking 95 million tourists in 2024. While Turkey which already surpass its pre-pandemic peak of 55.16 million tourists in 2019, its goal to position itself as Europe’s leading tourist destination remains out of reach for now as compared to Spain.
Turkey’s key source markets are Russia, Germany, and the United Kingdom, which collectively account for a large share of its international tourist arrivals. However, Turkey faces challenges in attracting tourists from long-haul markets like North America, Latin America, and Asia, which Spain has successfully captured. The heavy reliance on nearby regional tourists makes Turkey vulnerable to geopolitical fluctuations, especially when relations with neighboring countries are strained.
Turkey’s domestic tourism has seen strong growth, with local travelers flocking to popular coastal destinations like Antalya, Bodrum, and Izmir. Domestic tourism plays an important role in stabilizing Turkey’s tourism economy during off-peak seasons, but it is nowhere near as robust as Spain’s domestic tourism sector.
Hotel occupancy rates in Turkey are highly seasonal, with peaks during the summer months as tourists flock to beach resorts along the Turkish Riviera. In contrast, Spain maintains a year-round hotel occupancy rate of 71.6%, driven by its diverse offerings of beach tourism, cultural tourism, and urban exploration. While Turkey sees large numbers of visitors in the summer, its reliance on the peak season makes it difficult to sustain hotel revenue during the rest of the year.
Turkey has made significant investments in infrastructure, most notably with the development of Istanbul Airport, one of the largest and most advanced airports in the world. It serves as a key aviation hub for both Europe and Asia, offering a large number of connecting flights. However, Spain’s airport network, led by Madrid-Barajas and Barcelona-El Prat airports, is better positioned to attract long-haul travelers from North America, Latin America, and Asia.
In terms of ground connectivity, Turkey’s railway system lags behind Spain’s. While Turkey has some high-speed trains, such as the route between Istanbul and Ankara, it does not have the extensive and efficient high-speed network seen in Spain. Spain’s AVE train network enables tourists to move quickly between popular destinations like Madrid, Barcelona, Seville, and Valencia, making multi-city trips easier and more convenient.
Turkey’s tourism campaigns have seen significant investment, with “Go Türkiye” serving as its flagship initiative. The campaign promotes Turkey’s rich cultural heritage, historic landmarks, and stunning coastal resorts. It focuses on key source markets like Germany, Russia, and the UK, which have historically been Turkey’s largest tourist markets.
Spain’s marketing campaigns, however, have a much broader global reach. The “Spain Is Part of You” campaign is promoted in North America, Latin America, and Asia, with advertising on social media, TV, and global travel platforms. Spain’s strategy ensures greater visibility on a global scale, while Turkey’s efforts remain focused on specific European markets. This broader approach gives Spain a significant advantage in capturing long-haul tourists.
Turkey’s tourism revenue for 2024 is expected to reach approximately $60 billion USD, a significant increase from the previous year. This growth is driven by Turkey’s success in attracting large volumes of tourists to its all-inclusive beach resorts along the Turkish Riviera. However, despite these strong revenue figures, Turkey still lags behind Spain. Spain’s tourism revenue alone is projected to reach 200 billion euros, driven by a more diversified pool of international and domestic tourists.
While Turkey generates significant income from its famous all-inclusive resorts in Antalya and Bodrum, this model limits its ability to capture higher tourist spending. Spain’s diversified approach allows it to target a broader range of travelers, from luxury tourists to budget travelers, ensuring higher total revenue. By contrast, Turkey’s revenue is more dependent on visitors seeking budget-friendly vacation packages, which limits overall tourist spending.
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Poland’s hospitality industry welcomed approximately 5.45 million were domestic tourists, while 4.56 million guests, marking a recovery from the pandemic-driven decline. This figure is an increase from 18.9 million tourists in 2023, reflecting steady growth. However, it still falls short of Poland’s pre-pandemic peak of 21.16 million tourists in 2019. Poland aims to surpass this target by 2025 through a range of tourism initiatives and the promotion of new cultural tourism experiences.
Poland relies heavily on tourists from Germany, Ukraine, and the United Kingdom, with German tourists being the largest contributors. While the influx of visitors from Ukraine has increased due to the war-induced displacement, this demographic has not been a significant revenue driver for the tourism industry. Unlike Spain, which attracts tourists from North America, Latin America, and Asia, Poland’s source markets remain largely regional, limiting its potential for large-scale growth.
Poland’s domestic tourism sector has seen growth in recent years, with Polish citizens exploring local destinations like Krakow, Warsaw, and Gdansk. While domestic travel in Poland has improved, it is still overshadowed by Spain’s exceptional performance in this area. Spain recorded 32 million domestic trips from Andalusia alone in 2023, compared to 5.45 million were domestic tourists, while 4.56 million significantly bolstering its tourism sector.
Hotel occupancy in Poland is seasonal, with peaks during the spring and summer months, driven by leisure tourism, city breaks, and holiday travel. Major cities like Warsaw, Krakow, and Gdansk see consistent tourist flows, but smaller towns and rural areas experience lower demand during the off-peak season. By contrast, Spain maintains a hotel occupancy rate of 71.66% year-round, driven by its diverse mix of beach resorts, cultural tourism, and adventure tours, giving it a major edge in tourism revenue and hotel utilization.
Poland’s transport system has undergone modernization, with investments in rail, road, and air infrastructure. The country’s main airport, Warsaw Chopin Airport, serves as the hub for international connections. Poland also boasts several regional airports, including Krakow, Gdansk, and Wroclaw, which connect to key destinations within Europe.
While Poland has made strides in transport infrastructure, its connectivity is limited compared to Spain’s Madrid-Barajas and Barcelona-El Prat airports, which have extensive direct connections to North America, Latin America, and Asia. Poland’s reliance on connecting flights makes it less accessible to long-haul travelers, whereas Spain’s strong long-haul connections enable it to attract a far more diverse group of international tourists.
Additionally, Poland’s railway network, while functional, lacks the speed and efficiency of Spain’s AVE high-speed train network, which allows travelers to quickly access multiple tourist hotspots like Madrid, Barcelona, Seville, and Valencia. This makes Spain a more attractive option for travelers seeking multi-destination itineraries.
Poland’s national tourism organization promotes the country as a cultural, historical, and natural destination. Campaigns like “Poland. Come and Find Your Story” emphasize historical tours, iconic sites like Auschwitz-Birkenau and Wieliczka Salt Mine, and Poland’s UNESCO World Heritage Sites. The campaign targets Germany, the UK, and other neighboring countries, but it lacks the large-scale global reach of Spain’s international campaigns.
Spain’s “Spain Is Part of You” campaign takes a more global approach, targeting visitors from North America, Latin America, and Asia, as well as Europe. With advertising on TV, social media, and travel platforms, Spain ensures that its destinations are top-of-mind for travelers worldwide. This broader marketing reach enables Spain to capture a larger share of international tourists, while Poland’s marketing campaigns remain focused on regional audiences.
Poland’s tourism revenue for 2024 is expected to reach approximately $16.4 billion USD, driven by the steady return of tourists to popular destinations like Warsaw, Krakow, and Gdansk. While this growth is significant for Poland, it is considerably smaller than Spain’s tourism revenue. Spain’s tourism revenue alone is projected to reach 200 billion euros, driven by its ability to attract a diverse range of tourists and support year-round tourism.
Poland’s reliance on budget-conscious travelers and regional tourism limits its revenue growth. While the country offers affordable travel options, this model does not generate high spending per visitor. In contrast, Spain’s tourism sector benefits from a broader mix of tourists, ranging from luxury, mid-range, and budget travelers, enabling it to drive higher spending per tourist. Spain also maintains strong year-round demand for hotels, cultural tours, and adventure activities, which supports consistent revenue.
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Portugal’s tourism sector witnessed a strong rebound, welcoming approximately 26.54 million international tourists in 2023, up from 22.25 million in 2022. While these numbers signal progress, Portugal still trails behind Spain, which is set to welcomed a remarkable 95 million tourists in 2024. Although Portugal surpass its pre-pandemic peak of 20.5 million tourists in 2019, it faces stiff competition from Spain, which continues to dominate Europe’s tourism sector.
The majority of Portugal’s tourists come from neighboring Spain, France, and the United Kingdom, along with long-haul visitors from the United States and Brazil. While Portugal has made strides in attracting more North American tourists, it still lags behind Spain in tapping into diverse international source markets, including Asia and Latin America, which have become vital contributors to Spain’s success.
Portugal’s domestic tourism plays a crucial role in its overall tourism recovery. Portuguese residents frequently visit popular destinations like Lisbon, Porto, and the Algarve coast, boosting local travel activity. However, domestic tourism in Portugal is significantly smaller than in Spain, which recorded 86% grown in domestic tourism in 2023.
Hotel occupancy in Portugal fluctuates throughout the year, with significant peaks during the summer months of June to September, driven by beach tourism along the Algarve coast. In contrast, Spain maintains a average hotel occupancy rate of 77.66%, supported by a mix of beach tourism, city tours, and cultural tourism. Portugal relies more on summer travel, leaving its hotel sector vulnerable to off-season declines, whereas Spain’s tourism strategy ensures steady hotel bookings across all seasons.
Portugal’s transport infrastructure has undergone major upgrades, with modernized airports and high-speed trains connecting key tourist hubs like Lisbon, Porto, and Faro. The country’s primary airport, Lisbon Humberto Delgado Airport, serves as a major entry point for international tourists. However, Lisbon Airport faces capacity constraints due to the growing volume of tourists, which has prompted the government to plan the construction of a new airport in Montijo.
Spain, on the other hand, is equipped with world-class international airports like Madrid-Barajas and Barcelona-El Prat, which are better positioned to receive long-haul flights from North America, Latin America, and Asia. While Portugal’s connectivity to Brazil and the United States has increased, Spain’s long-haul flight network provides better access to Asia and Latin America, allowing it to attract a larger and more diverse pool of tourists. Additionally, Spain’s AVE high-speed train network makes multi-city trips more accessible for tourists, unlike Portugal’s more limited rail network.
Portugal’s main tourism campaign, “Visit Portugal”, showcases the country’s appeal as a destination for beach getaways, cultural tours, and wine tourism. The campaign highlights Portugal’s famous landmarks, such as the Lisbon waterfront, Porto’s Ribeira district, and the beaches of Algarve. This promotional effort mainly targets visitors from neighboring European countries as well as long-haul visitors from the United States and Brazil.
Spain’s “Spain Is Part of You” campaign, however, takes a more comprehensive approach by targeting global travelers from North America, Latin America, and Asia. Spain’s campaign is supported by large-scale advertising on TV, social media, and global travel platforms, giving it more visibility in long-haul markets. This broader strategy allows Spain to consistently draw in a larger number of long-haul tourists, while Portugal’s campaigns remain more regional in focus.
Portugal’s tourism revenue for 2023 was 25.1 billion euros, driven by the return of tourists to the country’s top destinations, including Lisbon, Porto, and the Algarve. While this revenue reflects strong growth for Portugal, it is still well below Spain’s tourism revenue. Spain’s tourism revenue is projected to reach 200 billion euros, fueled by its ability to attract a wider range of tourists year-round.
One of Portugal’s biggest challenges is its reliance on summer tourism. The peak season for tourism in Portugal is from June to September, when beach destinations like Algarve and Madeira see a massive influx of travelers. In the off-peak months, tourism demand drops significantly, affecting hotel occupancy and overall revenue. Spain, on the other hand, maintains steady tourism activity year-round, thanks to its combination of beach tourism, adventure tours, and cultural experiences. Spain’s ability to draw visitors throughout the year gives it a significant revenue advantage over Portugal.
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The Netherlands’ tourism industry welcomed approximately 20.30 million international tourists in 2023, up from 16.6 million in 2022, signaling a strong post-pandemic recovery. While this increase shows positive momentum, it is still below the pre-pandemic peak of 20.13 million tourists in 2019. The Netherlands aims to surpass these figures by 2025 by promoting more sustainable tourism and encouraging tourists to explore lesser-visited regions outside Amsterdam.
Key source markets for the Netherlands include Germany, Belgium, the United Kingdom, and the United States. While visitors from Germany and Belgium make up the bulk of tourist arrivals, long-haul visitors from the United States and Asia are seen as essential for future growth. However, Spain has a more diversified visitor base, attracting tourists from North America, Latin America, and Asia, allowing it to achieve far higher arrival numbers than the Netherlands.
Domestic tourism plays an essential role in supporting the Netherlands’ tourism sector, with Dutch residents frequently visiting popular destinations like Amsterdam, Rotterdam, and Giethoorn. However, the domestic tourism volume in the Netherlands is modest compared to Spain, 32 million domestic trips from Andalusia alone in 2023. This strong domestic market enables Spain to maintain stable tourism revenue throughout the year.
Hotel occupancy in the Netherlands tends to be higher during the spring and summer months, when the country experiences a surge of tourists during the tulip season and the popular King’s Day celebrations. During the off-peak months of January and February, occupancy rates tend to decline. By comparison, Spain maintains a consistent hotel occupancy rate of 71.66% average, thanks to its mix of beach resorts, city tours, and adventure tourism. Spain’s diversified offerings enable it to sustain strong occupancy levels even during off-peak months.
The Netherlands has one of the most connected transportation systems in Europe, with efficient trains, buses, and metro systems linking major cities like Amsterdam, Rotterdam, and The Hague. The country’s well-known NS Intercity trains connect major tourist sites, while regional trains serve smaller destinations. However, the Netherlands’ rail system cannot match the speed or capacity of Spain’s AVE high-speed train network, which allows tourists to travel quickly between top destinations like Madrid, Barcelona, Seville, and Valencia.
The Netherlands is home to Amsterdam Schiphol Airport, one of Europe’s busiest airports, offering numerous connecting flights from North America, Latin America, and Asia. However, unlike Spain’s Madrid-Barajas and Barcelona-El Prat airports, Schiphol Airport has faced capacity constraints due to increased passenger traffic. Spain’s airports are better equipped to handle high tourist volumes and maintain smoother connections for long-haul travelers.
The Netherlands has shifted its tourism strategy to promote more sustainable tourism under the campaign “Netherlands, Beyond Amsterdam”, which encourages visitors to explore lesser-known regions like Rotterdam, Utrecht, and Friesland. This campaign is aimed at reducing over-tourism in Amsterdam, which has been a growing concern for the local government. However, while this campaign aims to disperse tourist traffic, it does not have the global impact of Spain’s larger and more visible campaigns.
Spain’s “Spain Is Part of You” campaign, on the other hand, takes a much broader approach by focusing on global advertising across TV, social media, and global travel platforms. This campaign positions Spain as a must-visit destination for tourists from North America, Latin America, and Asia, giving it access to a larger market. While the Netherlands’ strategy is more focused on sustainable tourism and regional dispersion, Spain’s large-scale marketing approach ensures higher global visibility.
The Netherlands’ tourism revenue for 2023 was €99 billion in 2023, driven by the steady return of tourists to Amsterdam and other popular destinations. While this is a significant recovery, it remains modest compared to Spain’s tourism revenue. Spain’s tourism revenue is projected to reach 200 billion euros in 2024, driven by a higher volume of both domestic and international tourists.
The Netherlands’ revenue is primarily driven by city-break tourism, cultural tourism, and business travel, with most tourists visiting Amsterdam. However, this heavy dependence on one city puts the country’s tourism revenue at risk during periods of low demand. Spain, by contrast, diversifies its tourism economy with a mix of beach resorts, adventure tourism, and cultural tours spread across multiple regions. This enables Spain to maintain consistent revenue year-round, whereas the Netherlands’ reliance on city-break tourism and event-driven travel limits its earnings potential.
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Italy’s tourism sector saw an impressive recovery in 2024, with 57.25 million international tourists, up from 49.81 million in 2022. This growth is a clear indicator of Italy’s recovery after the pandemic, but it still falls short of Spain’s expected 95 million visitors in 2024. Italy is working to surpass its pre-pandemic peak of 64.5 million tourists in 2019 by focusing on cultural tourism, gastronomic tours, and adventure travel.
Italy’s key source markets include Germany, France, and the United States, as well as long-haul tourists from China and Japan. While Italy has seen an increase in American and Chinese tourists, its reliance on European visitors leaves it vulnerable to regional economic slowdowns. Spain, on the other hand, attracts tourists from North America, Latin America, and Asia, giving it a broader and more stable pool of visitors.
Domestic tourism in Italy plays a vital role in stabilizing the country’s tourism sector. Italian residents frequently explore popular destinations like Rome, Venice, Florence, and the Amalfi Coast, especially during the summer holiday season. However, while Italy has a strong domestic tourism sector, it is still not as large as Spain’s. Spain recorded a remarkable 32 million domestic trips from Andalusia alone in 2023, a 21% increase from pre-pandemic levels, helping Spain maintain a steady revenue stream from its local travelers.
Hotel occupancy in Italy tends to peak during the spring and summer months, when tourists visit its famous landmarks and coastal towns. In comparison, Spain maintains a average hotel occupancy rate of 71.66%, thanks to its ability to attract tourists during all seasons. While Italy experiences seasonal surges in places like Venice, Florence, and Rome, the off-peak months see significant drops in tourist numbers. By contrast, Spain’s diverse offerings of beach tourism, adventure travel, and cultural experiences ensure steady demand throughout the year.
Italy has an extensive and modern transport network, with high-speed Frecciarossa trains connecting major cities like Rome, Milan, Florence, and Venice. These trains enable tourists to travel across Italy with ease. While Italy’s high-speed train system is efficient, it is not as extensive or fast as Spain’s AVE high-speed train network, which allows tourists to reach popular destinations like Madrid, Barcelona, Seville, and Valencia in record time.
On the air connectivity front, Italy’s main international airports include Rome Fiumicino Airport and Milan Malpensa Airport, which serve as key entry points for tourists. However, Italy’s airports do not match the global connectivity of Spain’s Madrid-Barajas and Barcelona-El Prat airports, which have better links to North America, Latin America, and Asia. This connectivity advantage enables Spain to attract more long-haul travelers compared to Italy.
Italy’s marketing campaigns emphasize its rich cultural heritage, history, and culinary tourism. The flagship campaign “Italy. Open to Wonder” promotes the country’s scenic beauty, historical landmarks, and world-class cuisine. While this campaign targets key source markets like the United States, China, and Germany, its reach is not as broad as Spain’s.
Spain’s “Spain Is Part of You” campaign adopts a more global strategy, focusing on travelers from North America, Latin America, and Asia. This campaign includes extensive advertising on TV, social media, and travel platforms, allowing Spain to capture long-haul tourists on a much larger scale. Spain’s campaign is supported by larger marketing budgets, while Italy’s campaigns are more focused on Europe and select markets in North America and Asia.
Italy’s tourism revenue for 2024 is projected to reach approximately ($55.9 billion USD), fueled by a return of visitors to Venice, Florence, Rome, and the Amalfi Coast. This marks a significant recovery for Italy, but it still trails behind Spain. Spain’s tourism revenue is projected to reach 200 billion euros in 2024, driven by a higher influx of tourists from a broader range of international source markets.
While Italy generates significant revenue from luxury tourism, cultural tours, and gastronomic experiences, it relies heavily on seasonal travel and peak tourist periods, particularly in spring and summer. Spain, on the other hand, benefits from a more diversified range of tourist activities that operate year-round. Spain’s strategy of offering beach resorts, adventure tourism, and city tours ensures steady revenue throughout the year, while Italy experiences declines during the off-peak months.
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Andorra’s tourism industry welcomed 4.05 million international tourists in 2023, up from .56 million in 2022, reflecting a steady recovery from the pandemic. While this growth is positive, Andorra remains far behind Spain, which is set for recorded an astounding 95 million visitors in 2024. Andorra’s tourism achived it’s its pre-pandemic peak of 3.09 million tourists, focusing on attracting visitors from France, Spain, and the United Kingdom.
Unlike Spain, which draws tourists from North America, Latin America, and Asia, Andorra relies heavily on short-haul travelers from neighboring countries. This narrow visitor base leaves Andorra vulnerable to changes in regional travel patterns, while Spain benefits from a much more diversified global market.
Unlike larger countries, Andorra does not have a significant domestic tourism market due to its small population size. While Spain recorded a staggering 32 million domestic trips from Andalusia alone in 2023, which significantly boosted its hospitality sector, Andorra relies entirely on international tourists to sustain its tourism economy. This lack of domestic tourism makes Andorra more exposed to fluctuations in international travel demand.
Hotel occupancy in Andorra sees seasonal peaks during the winter ski season (December to March) and the summer hiking season (June to August). Andorra’s ski resorts, like Grandvalira and Vallnord, attract thousands of winter sports enthusiasts, but hotel demand drops significantly during the off-peak months of April, May, October, and November. In comparison, Spain maintains a average hotel occupancy rate of 71.66%, driven by its mix of beach resorts, adventure tours, and cultural festivals, ensuring consistent demand for hotels throughout the year.
Andorra is a landlocked microstate with no airports or train stations, relying on road connections from France and Spain. The closest airports to Andorra are Barcelona-El Prat Airport (Spain) and Toulouse-Blagnac Airport (France), which act as primary entry points for international tourists. Travelers must rely on buses or car rentals to access Andorra, as there is no direct train service to the country.
In contrast, Spain’s world-class airport network, led by Madrid-Barajas and Barcelona-El Prat, allows tourists from North America, Latin America, and Asia to fly directly to key tourist hubs. Spain’s robust air connectivity ensures that tourists can enter the country directly, while Andorra is entirely dependent on tourists arriving through Spain or France. This reliance on ground-based connections limits Andorra’s ability to attract long-haul visitors.
Andorra’s primary tourism campaign, “Andorra, the Pyrenean Country”, focuses on the country’s reputation as a skiing and adventure destination. This campaign highlights Andorra’s ski resorts, adventure parks, and natural landscapes, appealing primarily to visitors from Spain, France, and the United Kingdom. Andorra’s marketing strategy relies on attracting tourists during the winter and summer adventure seasons, as these are the country’s two main tourism peaks.
Spain’s “Spain Is Part of You” campaign, on the other hand, takes a more comprehensive approach, targeting travelers from North America, Latin America, and Asia. Spain’s larger marketing budget allows it to maintain a year-round global presence through TV, social media, and travel platform advertising, ensuring constant visibility. Unlike Andorra’s reliance on two seasonal peaks, Spain’s diverse offering of beach, adventure, and cultural tourism ensures strong performance across all seasons.
Andorra’s tourism revenue for 2024 is projected to grow due to strong demand for ski tourism and adventure travel. However, this figure is significantly smaller than Spain’s tourism revenue is projected to reach 200 billion euros in 2024, fueled by Spain’s broad range of tourism activities and strong reliance on long-haul tourists.
Andorra’s revenue is largely driven by its reputation as a skiing haven and adventure tourism destination, with its ski resorts like Grandvalira and Vallnord playing a key role in the country’s economic recovery. However, unlike Spain, which enjoys year-round tourism revenue, Andorra’s reliance on seasonal peaks in winter and summer limits its overall earnings potential. During off-peak months, revenue drops significantly due to lower demand, while Spain’s steady flow of tourists ensures consistent revenue streams throughout the year.
Greece’s tourism sector saw a significant recovery in 2024, with approximately 32.74 million international tourists, up from 27.84 million in 2022. While these figures are impressive, they still fall behind Spain’s expected staggering 95 million visitors in 2024. Greece surpassed its pre-pandemic peak of 31.35 million tourists in 2019, fueled by its focus on island tourism, beach getaways, and historical tours.
Greece’s primary source markets are Germany, the United Kingdom, and the United States, along with emerging interest from visitors from Israel, Italy, and France. While Greece has succeeded in attracting more American tourists in recent years, it remains dependent on European visitors. Spain, by contrast, draws tourists from North America, Latin America, and Asia, giving it a more diversified pool of travelers.
Domestic tourism in Greece plays an important role in supporting the country’s tourism sector. Greek residents frequently visit the country’s islands, such as Mykonos, Santorini, and Crete, especially during the summer months. However, Greece’s domestic tourism is not as large as Spain’s. Spain recorded an extraordinary 32 million domestic trips from Andalusia alone in 2023.
Hotel occupancy in Greece follows a seasonal pattern, with peaks during the summer season (June to September) when tourists flock to the country’s famous beach destinations, island resorts, and coastal towns. In contrast, Spain maintains a consistent hotel occupancy rate of 71.66% average, driven by its mix of beach tourism, adventure tours, and cultural events. While Greece’s reliance on the peak summer season limits its ability to maintain high occupancy rates throughout the year, Spain’s year-round demand ensures steady revenue for its hospitality sector.
Greece has invested heavily in its airport and ferry infrastructure, with major hubs like Athens International Airport serving as the country’s main gateway for international tourists. Additionally, regional airports in Mykonos, Santorini, and Rhodes have increased their capacity to handle higher tourist volumes. While Greece’s ferry network connects mainland Greece with its many islands, it does not match Spain’s highly efficient AVE high-speed train network, which allows tourists to travel between major Spanish destinations like Madrid, Barcelona, Seville, and Valencia.
Spain’s Madrid-Barajas and Barcelona-El Prat airports have stronger global connectivity than Greece’s airports, allowing tourists from North America, Latin America, and Asia to fly directly to Spain. In contrast, many tourists visiting Greece must transit through Athens or a neighboring European hub before reaching Greek islands. Spain’s direct connections give it a clear advantage in attracting long-haul tourists.
Greece’s main tourism campaign, “All You Want is Greece”, promotes the country’s natural beauty, rich culture, and iconic island getaways. This campaign targets key source markets like Germany, the United Kingdom, and the United States, with a particular focus on boosting arrivals from the United States. Greece’s strategy highlights its appeal as a summer destination for beach lovers, adventure travelers, and honeymooners.
Spain’s “Spain Is Part of You” campaign, however, takes a more global approach. It targets travelers from North America, Latin America, and Asia, ensuring a far larger market reach. Supported by advertising on TV, social media, and online travel platforms, Spain’s global strategy gives it a competitive advantage over Greece, whose campaigns focus primarily on European and American travelers. Spain’s wider reach allows it to attract more tourists and generate higher tourism revenue.
Greece’s tourism revenue for 2024 is projected to reach approximately 22 billion euros ($23.24 billion), driven by high demand for its island resorts, adventure tours, and cultural heritage tours. While this revenue growth is significant, it is still modest compared to Spain’s. Spain’s tourism revenue is projected to reach 200 billion euros in 2024, driven by Spain’s broader range of tourism activities and higher volumes of long-haul tourists.
Greece’s reliance on its peak summer season limits its ability to generate consistent revenue throughout the year. The surge in hotel bookings and tourist arrivals between June and September is followed by steep declines during the off-peak months. Spain, however, maintains a steady flow of tourists throughout the year due to its diverse offerings of beach tourism, adventure tourism, and cultural experiences. This enables Spain to maintain higher total revenue, whereas Greece’s revenue is largely dependent on the summer season.
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Croatia’s tourism sector has experienced a remarkable recovery, welcoming approximately 15.8 million international tourists in 2023, up from 15.32 million in 2022. This growth highlights Croatia’s return to near pre-pandemic levels, but it still trails Spain’s extraordinary expected 95 million visitors in 2024. Croatia aims to surpass its 2019 peak of 17.35 million tourists by capitalizing on its scenic Adriatic coastline, island getaways, and historical towns like Dubrovnik and Split.
Croatia’s main source markets are Germany, Austria, and the United Kingdom, along with emerging markets in the United States and Italy. While Croatia has managed to attract American tourists, it remains heavily dependent on visitors from neighboring countries. Spain, by contrast, draws tourists from a broader base that includes North America, Latin America, and Asia, giving it an edge in overall visitor numbers and total tourism revenue.
Domestic tourism in Croatia has shown steady growth, with Croatian citizens exploring local destinations like Dubrovnik, Split, and Plitvice Lakes National Park. However, the impact of domestic tourism is relatively small compared to that of Spain, where domestic trips reached a massive 32 million domestic trips from Andalusia alone in 2023. Croatia’s small population size limits the scope for domestic tourism growth, unlike Spain, which draws substantial revenue from local travelers.
Hotel occupancy in Croatia is driven by the summer season (June to September), during which beach resorts and island hotels experience high demand. Occupancy rates drop significantly during the off-peak months of October to May, as most tourists visit Croatia for its coastal destinations. By comparison, Spain maintains a consistent hotel occupancy rate of 71.66% average, thanks to its mix of beach tourism, adventure tourism, and cultural tours, allowing Spain to achieve higher revenue and more stable demand throughout the year.
Croatia has made significant strides in improving its transport network, with upgrades to Zagreb Airport and new routes to smaller regional airports in Split, Dubrovnik, and Zadar. Croatia’s airports now have better connectivity to key European cities, particularly from Germany, Austria, and the United Kingdom, which serve as Croatia’s largest source markets. However, Croatia’s airports are still limited in terms of direct long-haul flights, as most travelers from North America and Asia must transit through larger European hubs.
By contrast, Spain’s international airports, including Madrid-Barajas and Barcelona-El Prat, provide direct connections to North America, Latin America, and Asia, enabling Spain to attract a larger volume of long-haul tourists. Spain’s AVE high-speed train network also offers fast and convenient travel between major tourist destinations like Madrid, Barcelona, Valencia, and Seville, making multi-city trips easier for visitors. Croatia’s lack of a similar high-speed rail system puts it at a competitive disadvantage.
Croatia’s tourism campaign, “Croatia. Full of Life”, promotes the country’s scenic beauty, crystal-clear beaches, and ancient cities like Dubrovnik, Split, and Rovinj. This campaign highlights the charm of Croatia’s islands, coastal getaways, and UNESCO World Heritage Sites. It targets tourists from Germany, Austria, and the UK, while also seeking to attract more long-haul visitors from the United States and Asia.
However, Spain’s “Spain Is Part of You” campaign takes a more comprehensive global approach, targeting travelers from North America, Latin America, and Asia, giving Spain access to a much larger visitor pool. Spain’s campaign is promoted via TV, social media, and travel platforms, making it more visible to global audiences. Croatia’s campaign, on the other hand, focuses on European markets, giving Spain a marketing advantage in attracting high-spending long-haul tourists.
Croatia’s tourism revenue for 2024 reached €9.12 billion, driven by the strong return of tourists to its Adriatic coast, beach resorts, and island destinations. This figure marks steady progress for Croatia, but it remains modest compared to Spain’s staggering performance. Spain’s tourism revenue is projected to reach 200 billion euros in 2024, driven by its ability to attract a larger and more diverse group of tourists.
Croatia’s reliance on peak summer tourism limits its ability to generate consistent revenue throughout the year. The period from June to September accounts for the majority of the country’s tourism revenue, while Spain sustains revenue year-round due to its year-round beach destinations, adventure tours, and cultural tourism. Unlike Croatia, which is heavily dependent on seasonal tourist peaks, Spain maintains steady revenue flows throughout the year.
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Finland’s tourism sector recorded a recovery in 2024, with approximately 2.56 million international tourists, an increase from 2.13 million in 2023. Despite this recovery, Finland remains far behind Spain, which set to welcomed a staggering 95 million tourists in 2024. Finland aims to surpass its pre-pandemic peak of 3.29 million tourists in 2019, driven by its unique winter tourism, nature-based travel, and Northern Lights experiences.
The majority of Finland’s visitors come from Russia, Germany, and Sweden, with rising interest from travelers in Japan, China, and the United States. However, Finland’s over-reliance on seasonal winter tourism limits its ability to sustain large visitor volumes year-round. Spain, by contrast, draws tourists from North America, Latin America, and Asia, ensuring higher tourist arrivals and consistent visitor flows throughout the year.
Finland’s domestic tourism plays a vital role in its tourism sector, with Finnish residents frequently visiting popular destinations like Helsinki, Rovaniemi, and Lapland. However, Finland’s domestic tourism volumes are much smaller compared to Spain, where domestic trips reached an impressive 32 million domestic trips from Andalusia alone in 2023. Spain’s domestic tourism significantly contributes to its year-round occupancy rates and hotel revenue.
Hotel occupancy in Finland is driven by its winter peak season (December to March), when tourists flock to see the Northern Lights, experience Lapland’s Santa Claus Village, and enjoy Arctic adventures. During this period, hotel bookings soar in popular destinations like Rovaniemi and Levi. However, after the winter season, Finland’s hotel occupancy drops significantly during the off-peak months. In contrast, Spain maintains a consistent hotel occupancy rate of 71.66% average, fueled by its diverse offerings of beach resorts, city tours, and cultural events.
Finland’s transport infrastructure is well-developed, with Helsinki-Vantaa Airport serving as a key hub for long-haul flights from Europe, Asia, and North America. However, Finland’s air connectivity is still more limited compared to Spain’s. While Spain’s Madrid-Barajas and Barcelona-El Prat airports offer direct connections to North America, Latin America, and Asia, most long-haul travelers to Finland must transit through Helsinki or other European hubs.
Additionally, Finland’s train network, operated by VR Group, is known for its efficiency, with trains connecting major cities like Helsinki, Tampere, and Rovaniemi. However, Finland’s rail system is not as fast or as extensive as Spain’s AVE high-speed train network, which allows tourists to travel quickly between cities like Madrid, Barcelona, Seville, and Valencia. Spain’s superior connectivity gives it a clear advantage in supporting multi-city trips and boosting overall tourist arrivals.
Finland’s tourism campaign, “Visit Finland: Find Your True Nature”, focuses on promoting the country’s natural beauty, sustainable tourism, and unique experiences like the Northern Lights and Arctic wildlife tours. This campaign targets travelers from Germany, Sweden, and the United States, with a particular emphasis on winter tourism. Finland’s campaign primarily focuses on seasonal experiences like snowmobiling, husky sledding, and visits to Santa Claus Village.
Spain, on the other hand, uses the “Spain Is Part of You” campaign, which adopts a more global approach by targeting travelers from North America, Latin America, and Asia. Spain’s campaign is supported by extensive advertising on TV, social media, and travel platforms, ensuring that it remains visible to potential tourists worldwide. This global marketing strategy allows Spain to capture a larger pool of long-haul tourists, while Finland’s campaign primarily focuses on seasonal, nature-based tourism.
Finland’s tourism revenue for 2024 is projected to reach approximately 25 billion euros by 2025, driven by the return of tourists to its Northern Lights tours, winter resorts, and Arctic adventure destinations. While this figure reflects progress for Finland, it is still significantly smaller than Spain’s figures. Spain’s tourism revenue is projected to reach 200 billion euros in 2024, fueled by its ability to attract tourists year-round from a broader range of international source markets.
Finland’s revenue is primarily driven by its winter peak season (December to March), during which tourists visit Rovaniemi, Levi, and Lapland. The surge in bookings during these months is followed by a sharp drop in demand during the off-peak months, limiting Finland’s ability to generate stable, year-round revenue. By comparison, Spain generates revenue steadily throughout the year, thanks to its mix of beach tourism, adventure tours, and cultural tourism. Spain’s broader tourism offering allows it to maintain stable earnings, even during off-peak periods.
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Sweden’s tourism sector showed steady growth in 2024, welcoming approximately 7.53 million international tourists, up from 6.63 million in 2022. While this marks strong progress, Sweden remains far behind Spain’s expected 95 million visitors in 2024. Sweden’s tourism board aims to surpass its pre-pandemic peak of 7.62 million tourists, with a focus on nature-based tourism, Arctic experiences, and cultural tourism.
Sweden’s key source markets are Germany, Norway, and Denmark, with a growing influx of tourists from the United States, China, and Japan. Sweden’s emphasis on eco-friendly tourism and sustainability attracts a niche audience, but Spain’s ability to draw tourists from North America, Latin America, and Asia enables it to achieve significantly higher tourist arrivals from more diverse regions.
Domestic tourism is an essential component of Sweden’s tourism sector, with Swedish residents frequently visiting destinations like Stockholm, Gothenburg, and Kiruna. However, Sweden’s domestic tourism volumes are relatively small compared to Spain, where domestic trips reached an extraordinary 32 million domestic trips from Andalusia alone in 2023. Spain’s strong domestic tourism sector ensures consistent hotel occupancy and stable revenue, even during off-peak seasons.
Hotel occupancy in Sweden follows a seasonal pattern, with peaks during the summer season (June to August) as tourists visit the Swedish Archipelago, national parks, and adventure destinations. Hotel occupancy also rises during the winter months (December to February), when tourists flock to Lapland to experience the Northern Lights and Ice Hotels. However, Spain maintains a steady hotel occupancy rate of 71.66% average, driven by its diverse offerings of beach tourism, adventure tours, and cultural tourism, allowing it to achieve stable hotel demand and consistent revenue throughout the year.
Sweden’s transport network is well-established, with Stockholm Arlanda Airport, Gothenburg Landvetter Airport, and Malmö Airport serving as key international gateways. Regional airports like Kiruna Airport support the influx of winter tourists seeking Northern Lights tours. However, Sweden’s airports do not have the same global connectivity as Spain’s Madrid-Barajas and Barcelona-El Prat airports, which have better direct connections to North America, Latin America, and Asia, allowing Spain to attract more long-haul tourists.
Sweden’s SJ high-speed train network connects key cities like Stockholm, Gothenburg, and Malmö, offering scenic and sustainable travel through the Swedish countryside. However, Sweden’s high-speed trains do not match the speed, frequency, or scope of Spain’s AVE high-speed train network, which connects key tourist hotspots like Madrid, Barcelona, Seville, and Valencia. Spain’s superior train connectivity allows for multi-destination tourism, making it more convenient for tourists to visit multiple cities in one trip.
Sweden’s main tourism campaign, “Discover the Original Swedish Lifestyle”, promotes the country as a destination for nature-based tourism, eco-friendly travel, and cultural experiences. The campaign highlights unique experiences such as staying in ice hotels, visiting Lapland’s Arctic wilderness, and exploring Sweden’s national parks, targeting travelers from Germany, the United States, and Japan, with growing attention on tourists from China and Denmark. Sweden’s campaign emphasizes sustainability, but its focus on niche experiences limits its reach compared to Spain’s broader tourism strategy.
Spain’s “Spain Is Part of You” campaign takes a more expansive approach, targeting tourists from North America, Latin America, and Asia. Spain’s campaign benefits from a larger budget and more visibility on TV, social media, and travel platforms, ensuring higher awareness and demand among international tourists. While Sweden’s campaign emphasizes nature tourism and Arctic experiences, Spain’s campaign promotes a broader range of experiences, such as beach tourism, adventure tourism, and cultural tours, giving Spain a more versatile and global appeal.s
Sweden’s tourism revenue for 2024 is projected to reach approximately US$6.67 Billion, driven by the return of tourists to Stockholm, Kiruna, and the Swedish Archipelago. While this reflects progress for Sweden, it is significantly lower than Spain’s figures. Spain’s tourism revenue is projected to reach 200 billion euros in 20244, driven by its broader range of tourist offerings and significantly higher tourist volume.
Sweden’s revenue is driven by its nature-based tourism, winter tourism, and adventure experiences, with popular destinations like Lapland, Stockholm, and the Swedish Archipelago accounting for most of the country’s revenue. However, Sweden’s reliance on seasonal tourism and winter-based experiences leaves its revenue vulnerable to fluctuations during the off-season (spring and autumn). By contrast, Spain’s diverse offerings of beach resorts, adventure tours, and cultural tourism allow it to generate consistent revenue throughout the year, even during off-peak months.
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These city guides provide essential travel tips and highlight the key places to visit and things to do in each of the 13 countries. Let me know if you’d like more
Spain’s dominance in Europe’s surging tourism sector is undeniable, having outperformed Switzerland, Germany, Austria, Turkey, Poland, Portugal, Netherlands, Italy, Andorra, Greece, Croatia, Finland, and Sweden with an astonishing 95 million tourist arrivals expected in 2024. Unlike its competitors, which often rely on seasonal tourism, Spain’s diversified strategy ensures consistent tourist inflows year-round. By offering a mix of beach getaways, cultural experiences, and adventure tourism, Spain caters to a broader range of travelers from North America, Latin America, Asia, and Europe, securing a more resilient and profitable tourism sector.
While countries like Greece, Croatia, and Italy thrive on summer beach tourism and Finland and Sweden depend on winter tourism, Spain’s year-round offerings give it a distinct advantage. Backed by a robust marketing strategy, extensive infrastructure, and seamless air and rail connectivity, Spain continues to set new benchmarks for tourism success. With a forecasted surge to over 100 million visitors by 2025, Spain’s lead in the European tourism race is unshakable. As other nations strive to catch up, Spain’s comprehensive and consistent tourism strategy remains a model for growth, dominance, and long-term success.
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Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025
Sunday, December 14, 2025