Spain’s Appeal Declines for Holidaymakers as Protests Lead Brits to Choose Italy, Greece, and More

Written By: Rupsha Saha

Rupsha Saha

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September 9, 2025 4:27 PM

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In a year marked by significant protests against mass tourism, Spain has seen a decline in its appeal among British holidaymakers. According to a new survey by Slice Mobile, 56% of respondents reported that they avoided Spain this year due to the ongoing protests that have disrupted popular tourist areas. While Spain has long been a favorite summer destination for travelers from the UK, recent anti-tourism demonstrations have left many questioning their vacation plans, prompting a shift towards other destinations.

The survey results indicate a notable change in travel patterns, with Italy and Greece taking the lead as the most popular alternatives for British tourists in 2023. 79% of respondents revealed that anti-tourism protests have made Spain less attractive, and in light of this, holidaymakers are choosing destinations that offer both cultural appeal and a more welcoming atmosphere.

The Rise of Italy, Greece, and Long-Haul Destinations

As protests against tourism continued in Spain, other destinations have surged in popularity. Italy, often a go-to destination for its rich history, art, and cuisine, emerged as the top holiday hotspot for British travelers, with 19% of respondents favoring the country this year. Close behind, Greece followed with 16% of the vote, as tourists were drawn to its beautiful islands, ancient ruins, and Mediterranean charm.

The trend towards long-haul destinations also became apparent, with countries like America, Dubai, and even Canada taking a larger share of the British travel market. The changing preferences are reflected in the list of top destinations for those avoiding Spain:

• Italy – 19%
• Greece – 16%
• America – 15%
• Dubai – 13%
• Canary Islands – 13%
• France – 12%
• Portugal – 11%

In addition, more exotic locations like Turkey, Thailand, and the Maldives are gaining traction, suggesting that holidaymakers are increasingly willing to explore new, less crowded options for their vacations.

Impact on Spain’s Tourism and Economy

For Spain, the protests against mass tourism have caused concern within the travel industry, especially in cities like Barcelona and Madrid, where the demonstrations have been most prevalent. The protests, often focused on overcrowding and environmental concerns, have led to disruptions in key tourist areas, frustrating both visitors and local residents.

This decline in tourism is not just a concern for Spain’s tourism sector; it has broader implications for the local economy, as tourism has long been a major contributor to Spain’s GDP. While regions like the Canary Islands remain popular, mainland Spain is experiencing a noticeable shift in visitor behavior. Local businesses and hotels in Spain, especially in overtouristed areas, may feel the impact of this change, with fewer tourists flocking to the typical tourist hubs.

For business travelers, this shift in tourism trends also means a reevaluation of business trips to Spain. While Spain remains an essential destination for many industries, professionals may begin to look for alternative cities or countries that offer a less politically charged environment for work-related travel.

Alternative Destinations Gaining Popularity

With Spain’s appeal declining for some, other destinations are benefiting from the changing travel trends. Italy, Greece, and Dubai offer a blend of luxury, culture, and beautiful weather, making them ideal spots for both business and leisure travelers. These destinations provide a more relaxed atmosphere, where visitors can enjoy the sights without worrying about ongoing protests.

Italy, for instance, continues to captivate tourists with its historical landmarks like the Colosseum, Vatican City, and picturesque towns like Florence and Venice. Meanwhile, Greece draws travelers for its stunning beaches, ancient ruins, and vibrant nightlife, especially on islands like Santorini and Mykonos. For those seeking something more cosmopolitan, Dubai offers luxury shopping, innovative architecture, and top-tier resorts.

Business and Leisure Travel in 2023: A Changing Landscape

The shift in tourist preferences also highlights the evolving demands for both business travel and vacation destinations. As destinations like Italy and Greece rise in popularity, there are clear benefits for businesses operating in these regions. Business travelers are likely to favor destinations that are welcoming and less affected by political unrest, making Greece and Italy more appealing for corporate events, conferences, and incentive travel programs.

Meanwhile, tourists are embracing the changing travel landscape. With the right mix of history, culture, and modern conveniences, countries like Italy and Greece are providing the perfect escape. With longer flight times, long-haul options like America, Canada, and Dubai are also seeing an uptick in interest, offering travelers unique experiences that are not available in more traditional European destinations.

Travel Tips for Those Looking to Avoid Spain

If you’re planning a vacation this fall or winter and are considering destinations beyond Spain, here are a few tips to ensure you make the most of your holiday:

1. Research Local Travel Restrictions and Protests: While countries like Italy and Greece are seeing an increase in popularity, it’s always important to check for any potential protests or disruptions that may affect your trip.
2. Book Accommodations Early: With Italy and Greece being highly popular, especially in major tourist areas, be sure to book accommodations well in advance to secure the best rates.
3. Explore Off-the-Beaten-Path Destinations: While Rome and Florence are always great choices, consider visiting smaller towns in Italy or Greece for a more peaceful and authentic experience.
4. Check International Roaming Rates: For long-haul travelers heading to destinations like America or Dubai, it’s crucial to ensure you have a mobile plan that offers value for international roaming.

Key Takeaways for Travelers

• 56% of Brits avoided Spain this year due to ongoing anti-tourism protests.
• Italy, Greece, and Dubai are emerging as top destinations for those avoiding Spain.
• Business travelers may find Italy and Greece more suitable for corporate trips amid political unrest in Spain.
• Tourists are opting for more diverse destinations, with countries like Turkey, Thailand, and Canada becoming more popular.
• Travel Tips: Book early, research any travel restrictions, and consider off-the-beaten-path destinations for a more relaxed experience.

As Spain faces challenges with protests affecting tourism, travelers are finding new destinations to explore, reflecting a broader trend in the evolving travel industry.

Source: BristolLive