Spain

Spain secured approximately 90 million arrivals, a 12% improvement over its pre-pandemic peak, cementing its position as #1 in Southern Europe. Barcelona, Madrid, and the Balearic Islands each attract over 10 million visitors, drawn by the country’s beaches, architecture, and food culture. Spain overtook the United States for #2 in 2023 and has since widened the gap by 10 million arrivals, outperforming the average growth rate of the top 10. This rise reflects strategic investments in tourism infrastructure, as confirmed by UNWTO data.