Spain

Spain attracted 85 million international visitors in 2023, a world record, and 2025 maintained that momentum, with visitor numbers 20% higher than the runner-up European destination Italy. Barcelona, Madrid, Seville, and the Balearic Islands remain perennial favourites. Spain's gastronomy scene, with more Michelin stars than almost any nation, and its affordability relative to Northern Europe drive sustained demand, with average accommodation costs 30% cheaper than those in Northern European counterparts.