As the June sun officially heralds the start of the summer season, tourism operators look to destinations like Maspalomas with a mixture of optimism and caution. The general forecast is for a successful summer for Spanish tourism, with 94% of the population planning to travel, but a shadow looms over the euphoria: rising prices. The big question mark hanging over southern Gran Canaria, and the rest of the key destinations, is whether they will be able to contain the escalating costs and maintain traveler confidence.
The recent report by the National Observatory of Outbound Tourism (ObservaTUR), whose conclusions were presented this Friday in Madrid, highlights travel agencies' main concern: rising prices. This concern looms over what is otherwise a vibrant summer season. According to ObservaTUR, Spanish travelers are increasingly inclined to seek out great deals or even finance their vacations.
Adding to this economic threat, with unprecedented intensity, is political uncertainty and trade and tariff wars. This factor has escalated to become the second biggest concern for 70% of the agencies surveyed, marking an all-time high in the report series. José Luis Méndez, president of UNAV (National Union of Travel Agencies) and partner of ObservaTUR, emphasizes: "Travel agencies have a moral obligation this year to make a double effort to mitigate these increases and restore confidence in us."
While other concerns such as the economic crisis, conflicts in Ukraine and the Middle East, and global terrorist threats are losing ground compared to 2024, a new concern is gaining ground: tourist overload, which is now a concern for 39% of respondents.
Despite these gloomy circumstances, spending expectations per person remain positive, in line with the previous summer. The ObservaTUR report notes an increase in average spending per person this summer, reaching €739, €62 more than last year and the highest figure ever. However, this spending does not translate into carelessness. Budget remains the main focus of concern for travelers, driving an active search for alternatives: four out of 10 Spaniards are requesting financing for their vacations, bargain hunting is increasing, and a reduction in the average length of stay is observed, with travelers sacrificing trips of more than seven nights. The desire to travel remains the main driver (8.14/10), but not at any price, reinforcing the importance of "highly attractive travel offers."
Travel agencies maintain a positive outlook, even exceeding expectations for 2024. The report confirms that 94% of the Spanish population plans or considers it very likely to travel, which predicts a "successful summer" for domestic tourism. The improved economic outlook (although still negative overall, up 12 points), the unwavering desire of Spaniards to travel, and the excitement surrounding the new season are the main drivers of 2025 vacations.
Representatives of leading companies in the sector such as Amadeus, AON, Iberia, and UNAV, along with the Deputy Minister of Culture, Tourism, and Sports of the Community of Madrid, Luis Martín Izquierdo, participated in the presentation of ObservaTUR. Izquierdo emphasized the importance of public-private collaboration and defended the prestige of the tourism sector, stressing that "we can grow well." His message to professionals was clear: "Travel agencies generate hundreds of thousands of jobs; we must work with them." In Maspalomas, the general feeling is that the desire to travel will drive the influx of tourists. The challenge now is how the local market will respond to cost pressures without compromising competitiveness and accessibility for the increasingly budget-conscious Spanish traveler looking to enjoy a well-deserved break in the southern jewel of Gran Canaria.
