Zurab Pololikashvili
Secretary-General of UN Tourism
Spain has established itself as one of the leading global tourism destinations, not only for its ability to attract visitors, but also for its management and innovation model, which is already being replicated in other countries. In 2024, the country welcomed 93.8 million international tourists, 10% more than the previous year and 10 million above the figures recorded before the pandemic. This growth is not only quantitative: revenue generated by international tourism reached €98 billion, placing Spain as the second-highest earner in the world from this source, behind only the United States.
The importance of tourism to the Spanish economy is undeniable. In 2023, the sector contributed €184 billion to GDP, representing 12.3% of the total. Furthermore, tourism supported 2.6 million jobs, 11.6% of total employment in the country. These figures reflect a structural interdependence between tourism activity and Spain’s economic and social well-being.
This economic and operational leadership is complemented by growing institutional relevance. The presence of the UN Tourism headquarters in Madrid has made Spain a strategic hub for global tourism governance. From this position, the country plays an active role in shaping international tourism policies oriented toward sustainability, inclusion, and resilience.
One of the pillars of Spain’s leadership in tourism is its innovation model. The Smart Tourism Destinations (SDT) strategy, led by SEGITTUR, is already considered a global benchmark. Based on pillars such as sustainability, digitalization, accessibility, governance, and innovation, this initiative has transformed the management of more than 100 destinations in Spain, and its methodology is being adopted by other countries as an effective tool for addressing contemporary tourism challenges.
Spain has also managed to diversify its offering and consolidate successful areas that strengthen its international position. Gastronomic tourism, with a rich culinary tradition and an extensive network of Michelin-starred restaurants, attracts high-net-worth visitors. The Camino de Santiago remains one of the main attractions for cultural, religious, and nature tourism, with more than 400,000 pilgrims annually. Meanwhile, the network of Paradores de Turismo, which offers accommodation in renovated historic buildings, combines heritage preservation with a high-quality tourist experience.
Spain has managed to evolve from being a sun-and-sand destination to becoming an advanced, sustainable, and exportable tourism ecosystem. Today, its model not only inspires but also guides. In a global context in which tourism faces growing challenges, the Spanish case presents itself as a possible roadmap for those countries seeking to combine economic growth, quality of life, and protection of their resources.
