"With affordability perceptions weakening, Spain must redefine value beyond cost to remain competitive."
Nikita Shergill, Technology and Media Analyst
Geopolitical disruption in the Middle East is driving UK travellers to holiday in Spain as they pivot towards closer, perceived ‘safer’ destinations. However, younger travellers demonstrate a quicker readiness to re-engage with Middle Eastern destinations, signalling that Spain cannot rely on displaced demand indefinitely to sustain its market volume.
Spain’s affordability image is under threat. 42% of UK consumers associate Spain with being affordable, down from 49% in 2023. Perceived lower-cost alternatives, such as Egypt and Morocco, are gaining traction among younger travellers. Spain will need to redefine value beyond price to maintain its competitiveness. By leaning into its image for being welcoming with a strong returning community of holidaymakers, Spain can highlight the emotional connection travellers have to the country.
Despite its affordability challenge, Spain’s greatest opportunity lies in unlocking higher-value growth through the luxury travel sector. 32% of UK consumers considering visiting Spain in the next five years are more likely to go on a luxury-focused holiday to Spain over a budget-led trip. To strengthen its position as a luxury destination, Spain can rebrand its lesser-known regions as hubs of green luxury by emphasising their quiet landscapes, cultural richness, and lack of crowds.
For the purposes of this Report, Mintel has used the following definition: holidays refer to overnight trips abroad of one night or more made for leisure purposes.
Data for the overseas market is for the United Kingdom and sourced from the ONS’s (Office for National Statistics) IPS (International Passenger Survey).
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