Why British Travelers Are Rethinking Spain
For decades the image of a British summer meant cheap flights to Barcelona, a stretch of sand on the Costa del Sol, or a quick hop to Mallorca. The latest tourism figures from August 2025 tell a different story – visits from the UK fell by 9% compared with the same month last year. The dip isn’t just a statistical blip; it reflects growing discomfort with the way popular spots are being managed.
In cities such as Barcelona and Madrid, locals have taken to the streets to protest soaring house prices, a problem they link directly to the flood of short‑term rentals serving tourists. The tension has spilled over into the hospitality sector, with some hotels reporting lower occupancy rates from British guests who are wary of the unrest.
Meanwhile, the Canary Islands, which traditionally served as a low‑cost alternative, are now grappling with an estimated 18 million visitors in 2025. Residents have voiced strong opposition to new luxury eco‑resorts, saying the development threatens fragile ecosystems and drives up living costs for locals. This grassroots push against mass tourism adds another layer of uncertainty for travelers.
Beyond protests, the price factor is undeniable. Accommodation and dining in well‑known hotspots have risen sharply, squeezing the average UK holiday budget. When a family of four compares a week in a Barcelona beachfront apartment with a stay in a lesser‑known coastal town, the savings can be significant.
Climate change is also nudging people toward destinations that are perceived as more resilient. Heat waves and water shortages in popular areas have made some tourists wary of overcrowded locales that struggle to cope with extreme weather.
Emerging Alternatives and What They Offer
With the traditional list of Spanish favourites under pressure, several regions are stepping into the spotlight. The first wave includes the northern coast – places like Asturias and Cantabria. These provinces boast rugged cliffs, green‑by‑the‑sea scenery and a culinary scene that’s gaining international praise. Prices are generally lower than the Mediterranean, and crowds are thinner during the peak summer months.
Further inland, the city of Zaragoza is attracting attention for its mix of historic architecture and a vibrant arts scene. A recent survey showed that 27% of British respondents said they would consider a city break in Zaragoza over a beach holiday, citing lower accommodation costs and a richer cultural experience.
For those still craving sun and sand, the lesser‑known Costa de Almería offers long stretches of beach without the throngs of tourists found further east. Small fishing villages such as Mojácar retain their authentic charm, and local initiatives are promoting sustainable tourism – from bike‑share programs to beach clean‑up days that involve visitors.
- Eco‑focused resorts in the Balearic Islands – some islands are now limiting new construction and encouraging re‑use of existing hotels to reduce environmental impact.
- Rural retreats in Extremadura – agritourism farms let visitors stay in restored stone houses, participate in olive harvests and learn about traditional winemaking.
- Adventure hubs in the Pyrenees – hiking, mountain biking and guided tours are drawing British groups looking for active holidays.
Travel agencies report a rise in package deals that combine a few days in a quieter coastal town with a short city break in a place like Valencia or Seville. This hybrid approach lets tourists enjoy both beach relaxation and cultural immersion without having to commit to a single overcrowded destination.
Local governments are also stepping up. Several municipalities have introduced tourist caps during peak weeks, requiring visitors to pre‑book accommodation or pay a modest visitor levy that funds community projects. These measures aim to keep the balance between economic benefit and quality of life for residents.
While the overall tourism industry remains vital for Spain’s economy – the country still welcomed more than 64 million visitors in 2025 – the shift in British travel habits suggests a longer‑term realignment. Rather than a mass exodus, the trend points to a more selective, value‑driven approach where tourists weigh cost, crowd levels and sustainability.
For British travellers, the changing landscape offers a chance to discover parts of Spain that were previously overlooked. From the green cliffs of the north to the quiet sands of Almería, the options are expanding. As locals push for more responsible tourism, the hope is that the next wave of visitors will leave a lighter footprint while still enjoying the rich experiences Spain has to offer.
