The maturity of Spanish tourism: normalization and differentiation in the sector’s new phase

The maturity of Spanish tourism: normalization and differentiation in the sector’s new phase

After years of extraordinary growth and exceptional rebounds following the pandemic, Spanish tourism is beginning to show clear signs of stabilization. The latest data released by Exceltur in its Tourism Outlook Report for Q3 2025 offer us conclusions that many had already anticipated: traveler behavior patterns and business performance are stabilizing, gradually returning to pre-pandemic levels and dynamics. With a growth trend now similar to that of other sectors, tourism is no longer acting as a net contributor to the real growth of the Spanish economy, after three years in which its contribution reached 52.6%.

This snapshot does not necessarily indicate a setback; we are simply entering a stage of maturity and consolidation, where the focus shifts from volume to value, experience, and efficiency.

When standing out is what truly sets you apart

While tourism companies have closed a positive summer in terms of sales and performance, growth rates are beginning to moderate, settling around +2.8%. This progress, although still positive, is driven less by increased volume and more by price adjustments resulting from the investments made in product improvement and repositioning over recent years.

In this new context, the analysis goes beyond the figures. Companies that have focused on differentiating their offering, strengthening their brand, digitalization, and operational efficiency are consolidating their positions and demonstrating remarkable resilience in the face of the overall slowdown. These are companies that understand that today’s sector competitiveness is no longer supported by volume, but by the ability to generate value, optimize resources, and deliver unique experiences—creating a widening gap between those who innovate and those who maintain conventional strategies.

Is this the beginning of a new phase in Spanish tourism?

Everything suggests the answer is yes: a stage of maturity and natural selection, where differentiation is consolidating as the true driver of business performance. And the data confirms it. The behavior of domestic tourism also reflects this trend. After the peaks of activity seen in 2021 and 2022, Spanish demand remains stable, with virtually flat hotel overnight stays (+0.2%), total nights (0.0%), and a slight increase in spending (+3.0%) driven mainly by price rises rather than higher consumption.

However, the segments that offer greater differentiation are clearly outperforming the rest. This is the case of 5-star hotels, which are exemplary in demonstrating the bet on quality and product repositioning, recording a +2.3% increase in overnight stays.

Indicators that point in the same direction: tourists are looking for more value and better experiences—not necessarily more trips. It is a clear sign of how the market is beginning to reward excellence and uniqueness, in line with the transformation the sector’s companies are undergoing.

From GAT Hospitality’s perspective, this evolution reinforces a key lesson: the sustainable growth of the sector does not rely on increasing volume indiscriminately, but on generating comprehensive value. This means investing in technological innovation, customer experience, operational efficiency, smart product management, and also in digital marketing and reputation, to build a competitive tourism model aligned with social, economic, and environmental sustainability.

Ultimately, we believe that the normalization of Spanish tourism represents a strategic opportunity, as it invites us to rethink models, prioritize differentiation and quality, and move toward a sector that generates greater added value, quality employment, balance with the community, and memorable experiences for visitors. Those companies that understand this paradigm shift will be better positioned to lead the new era of tourism in Spain—and we know how to make that happen.