Bilbao, Santander and Málaga Crush Tourist Expectations in 2025: Spain’s Untold Travel Secrets Revealed!

Published on December 5, 2025

As Spain emerges from the pandemic, 2025 is shaping up to be a banner year for its tourism sector. The country’s appeal goes beyond its well-known cities like Barcelona and Madrid, with rising interest in cities like Bilbao, Santander, and Málaga. According to official data from Spain’s tourism agencies, the country is expecting a surge in visitors, with an estimated 85 million international tourists expected in 2025. This marks a significant recovery, driven in part by Spain’s efforts to diversify its tourist offerings. The lesser-known but equally captivating cities are becoming the focal point of this new wave of travel interest.

Bilbao: From Industrial Past to Cultural Hub

Bilbao, nestled in the Basque Country, is a prime example of Spain’s transformation. Once an industrial center, it is now renowned for its rich culture, modern architecture, and gastronomic delights. The Guggenheim Museum Bilbao, an architectural masterpiece by Frank Gehry, has become a symbol of the city’s artistic renaissance. As international tourism grows, visitors are flocking to the museum, the Museum of Fine Arts, and the newly revitalized riverfront areas. In 2025, Bilbao is expected to draw more tourists thanks to better connectivity, including new direct flights from major European hubs.

Tourism officials have long promoted Bilbao’s rich blend of modernity and tradition, and in 2025, these efforts are bearing fruit. The city’s promotion as a destination for art lovers, foodies, and cultural explorers is now reaching new audiences. For travelers seeking a mix of sophisticated culture and authentic local experiences, Bilbao is a rising star on Spain’s tourism map.

Santander: Coastal Charm with a Local Touch

Further west along Spain’s northern coast, Santander is attracting those seeking a more relaxed, authentic beach experience. With its mix of sandy beaches, cool Atlantic waters, and vibrant local culture, Santander offers a welcome alternative to the overcrowded Spanish Mediterranean resorts. The city has become especially popular among travelers looking for less touristy locations, offering quieter beaches like Playa de la Magdalena and Playa de los Peligros.

Santander’s rise as a destination is also thanks to a tourism initiative to redistribute visitors across the country. The local government’s push to promote lesser-known regions is a part of Spain’s larger strategy to balance tourism flow, reducing overcrowding in traditional tourist hotspots while boosting local economies. With affordable seafood, scenic landscapes, and a temperate climate, Santander has become the perfect getaway for families and couples alike. The newly opened Eurostars Hotel Real is one of the city’s premier accommodations, showcasing the area’s commitment to quality tourism.

Málaga: Sun, Culture, and Culinary Delights

Known for its sunny weather and charming old town, Málaga on the southern coast of Spain has always been a favorite among sun-seeking tourists. However, in 2025, the city is increasingly being recognized for its vibrant arts scene, exquisite dining, and rich history. The Alcazaba fortress and the Picasso Museum highlight Málaga’s cultural heritage, while its culinary offerings—ranging from tapas to fresh seafood—have earned it a place as a foodie haven.

The city is benefiting from a trend toward year-round travel, thanks to its mild winters and spring breaks that are gaining popularity with both European and international tourists. As more flights become available and accommodation options expand, Málaga is becoming a favorite destination for longer stays, as well as a top choice for short getaways. The city’s tourist infrastructure is improving, with Only You Málaga and other high-end hotels attracting travelers looking for luxury paired with Mediterranean charm.

Spain’s Tourism Strategy: Expanding Beyond the Major Hubs

The surge in interest for cities like Bilbao, Santander, and Málaga is not just an accident. Spain’s tourism authorities have worked hard to promote these cities through various national and regional marketing campaigns. According to Turespaña, Spain’s official tourism agency, the focus on regional and cultural diversity is helping to balance tourist arrivals and spread the economic benefits more evenly. In 2025, the emphasis on quality tourism is expected to pay off, with these rising stars offering new experiences that combine culture, history, and natural beauty.

The latest data shows that Spain is on track to exceed 85 million international tourists in 2025. With fewer crowds in Bilbao, Santander, and Málaga, travelers can enjoy a more authentic experience while helping to ease the pressure on the more heavily visited cities. The country’s goal is to continue improving the tourist experience by enhancing accessibility, reducing congestion, and ensuring sustainable growth.

The Future of Spanish Tourism

Looking forward, these emerging destinations are poised to continue their growth. Cities like Bilbao, Santander, and Málaga provide a refreshing alternative to the traditional beach and city breaks, appealing to a new generation of travelers seeking meaningful, authentic experiences. The combination of culture, history, gastronomy, and natural beauty will continue to attract visitors from around the globe.

For 2025, Spain’s tourism strategy has succeeded in shifting the focus from its major cities to lesser-known gems. Bilbao, Santander, and Málaga represent the future of Spanish tourism—a future that is diverse, sustainable, and filled with exciting possibilities for both tourists and the local communities that welcome them.