FITUR 2026: Highlighting Spain as the Top Destination for British Tourists

Published on December 18, 2025

The renowned International Tourism Trade Fair, known as FITUR 2026, will take place between the 21st and 25th of January at IFEMA Madrid, and the event is expected to put the focus on the resilience and potential of the UK tourism sector. It is one of the most important events that will underscore the strong relationship between the United Kingdom and Spain, specifically the remarkable flow of tourists between the two countries. For numerous years, Spain has been one of the leading holiday spots of the UK tourists, and this tie is only getting stronger.

UK Tourism to Spain: A Flourishing Market
In 2024, the UK saw a remarkable surge in tourism to Spain, with 18.4 million British tourists visiting the country, making up 19.6% of Spain’s total international visitors. This indicates the UK’s prominence as a key source market for Spain. Projections for 2025 show even more optimism, with an estimated 15.3 million British arrivals expected by September, a 4% increase from the previous year. Spending by British visitors is set to reach €19 billion, demonstrating the importance of UK tourism to the Spanish economy.

The Economic Significance of British Tourism in Spain
The economic footprint of British tourists in Spain is substantial. In 2024, Britons spent an average of €1,228 per person, contributing significantly to Spain’s tourism revenue. This spending amounted to a daily expenditure of €176, with most British visitors staying around seven nights. The trend of increasing expenditure is particularly noteworthy, as the 2025 figures up to August indicated a 5% growth in spending. This growth is not just a reflection of the popularity of Spain as a holiday destination but also an indication of the strengthening economic ties between the two nations, with British visitors being a major driver of Spain’s tourism industry.

Air Connectivity: Enhancing Travel between the UK and Spain
Air connectivity plays a crucial role in facilitating the movement of tourists between the UK and Spain. The 2025/26 winter season is expected to see a 4.9% increase in flight capacity, reinforcing the accessibility of Spain for British holidaymakers. The ease of travel between the two countries has undoubtedly contributed to the rising number of visitors, further cementing Spain’s status as the top international destination for British tourists. Additionally, a survey from the Office for National Statistics indicates that Spain is the most popular destination for Britons traveling abroad, highlighting the enduring preference for Spain among UK residents.

The Spanish Market in the UK: A Growing Exchange
Tourism is a two-way exchange, and Spain’s outbound tourism market to the UK continues to grow. In 2024, over 2.5 million Spaniards visited the United Kingdom, making Spain one of the UK’s top outbound tourism markets. These Spanish visitors spent £1.4 billion, underscoring the economic importance of Spanish tourism to the UK. More than half of these Spanish tourists were repeat visitors, reflecting a strong, long-term connection between the two countries.

Spaniards are particularly attracted to the UK’s rich historical heritage, vibrant cities, cultural experiences, and family visits. As a result, tourism flows between the UK and Spain are not only frequent but also deeply rooted in cultural and social exchanges. The UK’s appeal as a destination for Spanish travellers is evident in the growing numbers of Spanish visitors year on year, and the continued engagement between the two nations will be a key focus at FITUR 2026.

The Impact of FITUR 2026 on Tourism Cooperation
At FITUR 2026, the UK will significantly strengthen its presence with the inclusion of Destination North East England, showcasing a wider geographical range of the UK’s tourism offerings. This addition will allow the UK to engage with potential tourists and businesses, highlighting regions that are rich in cultural, historical, and natural attractions.

The UK’s representation at FITUR will also include a diverse array of businesses, from travel technology leaders like Mews and Sabre to attractions such as Warner Bros. London Studio. The participation of these companies underscores the importance of the tourism sector in both the UK and Spain, and the event will provide a platform for future collaborations between Spanish and British travel agencies, tour operators, and other key industry players.

Leisure and Cultural Tourism: A Mutual Attraction
Tourism between the UK and Spain thrives because of the distinct attractions each country offers to visitors. British tourists visiting Spain are primarily driven by leisure activities such as beach vacations, city tours, and shopping. Spain’s warm climate, beautiful beaches, and vibrant cities make it an ideal destination for a relaxing getaway or an adventurous exploration.

On the other hand, Spaniards visiting the UK are more drawn to the country’s historical landmarks, cultural experiences, and urban exploration. Major cities like London, Edinburgh, and Manchester attract Spanish tourists with their rich history, world-class museums, and theaters, while smaller towns and countryside locations offer unique experiences tied to family visits and local culture. The diverse offerings on both sides have created a balanced and dynamic tourism relationship that benefits both nations.

The Role of FITUR 2026 in Shaping Future Trends
FITUR 2026 will serve as a vital space for discussing the future of UK-Spain tourism. The fair is expected to facilitate new business opportunities, foster greater cooperation, and create a deeper understanding of tourism trends and challenges. As tourism recovery continues globally, events like FITUR provide the perfect venue for travel professionals to innovate, form partnerships, and chart a path forward for tourism that is sustainable and mutually beneficial for both countries.

Moreover, FITUR 2026 will allow for discussions on enhancing the tourism infrastructure, improving customer experiences, and exploring new technological advancements in the industry. The fair’s focus on both the consumer and business sides of tourism will ensure that the UK-Spain tourism relationship continues to thrive well into the future.

A Flourishing Partnership between the UK and Spain

With the approach of the FITUR event in the year 2026, the steady stream of tourists between the two countries of the UK and Spain is a heartening indicator of the strength and development of the global tourism sector. The figures are there for everyone to see – with millions of British tourists traveling to Spain every year and a considerable number of Spaniards making their way to the UK with equal regularity. The future of the tourism industries of both countries appears bright with the ever-evolving relationship between the two countries.

FITUR 2026 will not only focus on these developments but will play an important role in reinforcing the UK and Spain link to ensure that the future of tourism between the two countries is feasible and prosperous.