Stay ahead of the curve and future-proof your business with Mintel’s Holidays to Spain Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the UK holiday market including market size, performance and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- How the holiday to Spain market is performing in a post-COVID-19 world.
- The role sustainability is playing in the development of Spanish tourism.
- Future interest in holidaying in Spain compared to other overseas destinations.
- The most popular types of holidays to Spain, accommodation, and booking methods.
- How Spain is perceived compared to other popular European short-haul destinations.
Holidays to Spain – Current Market Outlook
Spain has long been the favourite overseas holiday destination for UK holidaymakers and, post-COVID-19 it is set to remain so. Over a third of UK adults say they would consider visiting the country for a holiday in the next five years.
- Holidays to Spain market size: Following two years of severe disruption, market value has increased by 303.8%, however the market is still 4.7% less than pre-pandemic levels.
Holidays to Spain – Market Trends
Demand for holidays to Spain among UK consumers would be even more robust if not for the negative impact of the cost-of-living crisis. Despite economic challenges, Spain remains a popular destination due to its affordability. This enduring popularity presents both challenges and opportunities for the Spanish tourism industry.
Too many tourists
Out of the most popular overseas destinations, Spain is considerably more likely to be associated with over-tourism. 32% of UK consumers think the country has too many tourists. For many this can act as a barrier to visiting the country. Therefore, the Spanish holiday industry needs to do more to promote awareness of the availability of high-quality holiday experiences off the beaten track.
Package holidays remain popular
The rising cost-of-living has led to a greater interest in package holidays, with 57% of UK tourists booking their holiday to Spain as a package in the last five years. There is an opportunity for Spanish tourism to diversify its package holiday offerings, to include touring or physical activity holidays, which are currently more likely to be booked independently.
Purchase our full market report for a comprehensive overview of the UK Holidays to Spain market, including consumer behaviour, future opportunities and market innovations.
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Expert Analysis from a Specialist in the Industry
This report, written by George Zaborowski, a leading industry analyst, delivers in-depth commentary and analysis to highlight current trends in the holidays to Spain market and add expert context to the numbers.
Demand for holidays to Spain will continue to improve in 2023, however, high inflation will prevent the market from recovering as quickly as it would under more stable economic conditions. Nonetheless, affordability will be a key competitive advantage for Spain in the current environment and will play a vital role in helping the country maintain its position as the UK’s most popular overseas holiday destination.
George Zaborowski
Senior Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for holidays to Spain
- Figure 1: Category outlook, 2023-27
- The market
- Value of holidays to Spain to exceed pre-pandemic levels in 2023
- Figure 2: Forecast volume of holidays to Spain taken by UK residents, 2017-27
- Figure 3: Forecast value* of holidays to Spain taken by UK residents, 2017-27
- Companies and brands
- Sustainability central to recent developments in Spanish tourism
- The consumer
- Spain remains the most visited overseas destination for UK holidaymakers …
- Figure 4: Holiday destinations visited in the last five years, 2023
- … and continues to be the most popular overseas destination for a future holiday
- Figure 5: Potential holiday destinations to visit in the next five years, 2023
- Beach holidays continue to dominate
- Figure 6: Types of holiday taken in Spain over the last five years, 2023
- More have opted for higher-quality accommodation than in the past
- Figure 7: Accommodation used for holidays in Spain over the last five years, 2023
- Holidays to Spain are most frequently booked as a package
- Figure 8: Type of booking for holiday(s) in Spain over the last five years, 2023
- Affordability gives Spain an advantage over rival destinations …
- … but the country is most likely to be seen as overrun by tourists
- Figure 9: Perception of Spain as a holiday destination compared to other top destinations, 2023
- Holidaymakers keen on original and authentic experiences
- Travelling sustainably is an essential for most
- Figure 10: Attitudes towards holidays in Spain among those considering a visit in the next five years, 2023
- The five-year outlook for holidays to Spain
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Issues and Insights
- Rising costs extending the appeal of longer stays and package holidays
- Opportunity for Spain to establish itself as a leader in eco-friendly tourism
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Market Size and Performance
- Holidays to Spain experienced a strong recovery in 2022
- Figure 11: Volume and value* of holidays to Spain, 2016-22
- Holidays to Spain experienced a strong recovery in 2022
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Market Forecast
- The five-year outlook for holidays to Spain
- Figure 12: Category outlook, 2023-27
- Value of holidays to Spain to surpass pre-pandemic levels in 2023
- Figure 13: Forecast volume of holidays to Spain taken by UK residents, 2017-27
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- Figure 14: Forecast value* of holidays to Spain taken by UK residents, 2017-27
- Learnings from the last income squeeze
- Figure 15: Volume and value* of holidays to Spain, 2008-16
- Forecast methodology
- The five-year outlook for holidays to Spain
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Market Segmentation
- Package vs. independent holiday split same as in pre-COVID times
- Figure 16: Package holidays versus independent holidays to Spain, by volume, October 2017-September 2018 to October 2021-September 2022
- Longer stays have become more attractive in the current environment
- Figure 17: Holidays to Spain, volume by duration, October 2017-September 2018 to October 2021-September 2022
- Affluent over-55s a key target market for luxury upgrades
- Figure 18: Volume and value of visits to Spain by UK residents, by age, October 2021-September 2022
- Package vs. independent holiday split same as in pre-COVID times
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Market Background
- Spain remains the UK’s top overseas holiday destination post-COVID-19
- Figure 19: Top 10 overseas holiday destinations, by number of holidays by UK residents, Q1 to Q3 2022
- Inflation and rising interest rates curbing consumer spending power …
- … and a weaker pound is pushing up the cost of eurozone holidays
- Figure 20: Spot exchange rate, GBP versus euro, 2 January 2019 – 13 April 2023
- Pent-up demand and supplemental savings will help to support demand
- Despite rising costs Spain remains among the most affordable of destinations
- Figure 21: European holiday costs* in leading destinations, 2022 and 2023
- Spain imposes drink limits and dress codes to reduce disruptive tourism
- Spain remains the UK’s top overseas holiday destination post-COVID-19
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Launch Activity and Innovation
- Sustainability central to most recent developments in Spanish tourism
- Spanish Tourist Office in London launches a ‘Sustainability Hub’
- #SlowTravelSpain campaign introduced to promote sustainable travel
- Seville taking an active role in developing sustainable attractions
- Murcia region launches eco-tourism experiences
- Iryo the latest firm to launch high-speed rail services in Spain
- Sustainability a core element of Iberostar’s renovated resort in Mallorca
- Club Med returns to Spain after 20 years with eco-friendly Magna Marbella Resort
- Ikos Luxury Resorts now offer guests free Tesla car-hire
- Other recent developments
- Barcelona honours scientific legacy with science-themed attraction discount card
- Europe’s largest manmade beach under development near Madrid
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Experience of Holidaying in Spain
- 28% of UK adults have holidayed in Spain over the past five years
- Figure 22: Holiday destinations visited in the last five years, 2023
- Reported visits have dipped due to COVID-19
- Spanish mainland destinations just as likely to be visited as island ones
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- Figure 23: Spanish holiday destinations visited in the last five years, 2023
- Visitors to Spain skewed to 25 to 64s and middle-income households
- Rival destinations like Greece and Italy attract more high-earners
- Figure 24: Demographic profile of holiday visitors to Spain vs. key European rival destinations, 2023
- 28% of UK adults have holidayed in Spain over the past five years
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Future Interest in Holidays to Spain
- Spain remains the leading overseas destination for a future holiday
- Figure 25: Potential holiday destinations to visit in the next five years, 2023
- Similar interest in both mainland and island destinations
- Figure 26: Spanish holiday destinations to visit in the next five years, 2023
- Profile of potential future visitors to Spain similar to that of past visitors
- Figure 27: Demographic profile of those who would consider a holiday to Spain in the next five years, 2023
- Spain remains the leading overseas destination for a future holiday
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Types of Holiday Taken in Spain
- Spain is predominantly a beach holiday destination for UK travellers
- Figure 28: Types of holiday taken in Spain over the last five years, 2023
- Britons need to be challenged to look beyond the beach
- Younger tourists offer the best opportunity for diversification
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- Figure 29: Types of holiday taken in Spain over the last five years, by age, 2023
- Spain is predominantly a beach holiday destination for UK travellers
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Type of Accommodation Used during Holiday in Spain
- Mid-market hotels lead the way but more opting for luxury stays
- Trend toward higher-value accommodation predates the pandemic
- Figure 30: Accommodation used for holidays in Spain over the last five years, 2023
- Use of luxury and boutique hotels peaks among higher-earners
- Holiday rentals and budget hotels attract younger holidaymakers
- Figure 31: Accommodation used for holidays in Spain over the last five years, by age, 2023
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Type of Booking for Holiday to Spain
- Holidays to Spain most commonly booked as a package
- Independent bookings could rise now that COVID-19 uncertainty is gone
- Figure 32: Type of booking for holiday(s) in Spain over the last five years, 2023
- Plenty of room for growth in packaged city-break and multi-centre holidays
- Figure 33: Type of booking for holiday(s) in Spain over the last five years, by type of holiday taken, 2023
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Perception of Spain versus its Key Rivals
- Affordability is Spain’s key competitive advantage …
- … but the country is also the most heavily linked with overtourism
- Figure 34: Perception of Spain as a holiday destination compared to other top destinations, 2023
- Spain is unlikely to be a first choice for those seeking a luxury getaway
- No leading holiday destination is widely seen as environmentally-friendly
- Opportunity for Spain to establish itself as the top eco-friendly destination
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Attitudes towards Holidays in Spain
- Holidaymakers keen on original and authentic experiences
- Scope for Spain to refresh its image as a tourist destination
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- Figure 35: Attitudes towards holidays in Spain among those considering a visit in the next five years, 2023
- Sustainable travel is essential for most …
- … but how it adds value to the holiday must be clearly communicated
- Concern about heatwaves may dent interest in tourism to southern Spain
- Greater awareness of how Spain is handling the impact of climate change is needed
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Volume forecast and prediction intervals for holidays to Spain
- Figure 36: Lower-bound, central and upper-bound forecast for the volume of holidays to Spain taken by UK residents, 2022-27
- Value forecast and prediction intervals for holidays to Spain
- Figure 37: Lower-bound, central and upper-bound forecast for the value* of holidays to Spain taken by UK residents, 2022-27
- Value forecast holidays to Spain at constant prices
- Figure 38: Value of holidays to Spain taken by UK residents at 2022 prices, 2022-27
- Market drivers and assumptions
- Forecast methodology
- Volume forecast and prediction intervals for holidays to Spain
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