The Government multiplies Turespaña’s funds by six to draw vacationers with excessive buying energy | Economy | EUROtoday

Turespaña, the autonomous physique of the Ministry of Industry and Tourism that’s in control of selling tourism to Spain in international markets, has been the good beneficiary throughout the Institutional Advertising and Communication Plan designed by the Government for this 12 months. Of the 155.6 million euros with which this program is endowed, 11 million (7% of the whole) will go to Turespaña’s worldwide marketing campaign, whose goal is to draw international vacationers from different supply markets outdoors the normal European ones such because the United Kingdom, Germany or France.

An exponential soar within the promoting funds allocation for this group, which multiplies by six from the 1.8 million it acquired in 2025. The goal of this marketing campaign, as said within the state plan, “is to position the Spanish tourist brand and the Spanish destination as a ‘slow travel’ vacation destination with the capacity to attract a highly profitable international tourist, which contributes to the temporal, spatial and motivational diversification of tourism.” This marketing campaign, which can be broadcast on radio, tv, press, magazines, digital and social networks, additionally seeks to enhance the positioning and worldwide notoriety of much less recognized and visited Spanish locations, in addition to the imaginative and prescient of Spain “as a tourist destination committed to sustainability.”

2026 just isn’t going to be the 12 months by which Turespaña’s worldwide marketing campaign receives the most important quantity of funds from the Executive. That place corresponded to 2021, coinciding with the tip of the worst disaster that tourism has skilled in Spain as a consequence of the well being disaster attributable to the coronavirus, which pressured borders to be closed, motion between autonomies to be prohibited and which brought on the unprecedented closure of a whole lot of accommodations as a result of absence of vacationers. In 2021, 31 million vacationers arrived in Spain, lower than a 3rd of the 96.7 million with which 2025 closed. The emergency scenario pressured 15 million euros to be budgeted to draw worldwide vacationers, mixing picture and gross sales help campaigns in 14 languages ​​(Spanish, English, French, German, Italian, Portuguese, Russian, Swedish, Finnish, Norwegian, Danish, Japanese, Chinese and Arabic). Only 4 of them belonged to the non-EU space.

The orientation of this 12 months’s promotional marketing campaign is radically totally different, because it doesn’t search to draw extra vacationers, however fairly to draw a kind of customer with larger buying energy, who makes longer stays and who visits locations outdoors of the excessive season months. And vacationers from Asia, the United States, Latin America or the Middle East match into that profile, whose common spending and keep is way increased than the European common. The Ministry of Industry has positioned 13 international locations that meet these standards and is the place it should focus all promotional efforts.

Among the nations that spent probably the most throughout their journeys final 12 months, the primary three are Asian (Japan, Korea and China), with a mean day by day expenditure of 584, 480 and 459 euros, removed from the 195 euros common of all nations that ship vacationers to Spain. China is the one one of many three that has exceeded the variety of post-pandemic vacationers, with 795,848 vacationers in 2025, which was 94,736 greater than in 2019 (13.5% extra). The room for enchancment in Japan and Korea may be very massive. In 2025, 445,663 Japanese vacationers visited Spain, 34.2% lower than in 2019, and 431,872 Koreans, 31.5% lower than six years in the past.

Mexico occupies fourth place within the rating of vacationers who spend probably the most cash in Spain, with 400 euros on common, and represents an exception amongst these 13 international locations as a result of it’s the one which has grown probably the most since 2019, doubling its entries and shutting 2025 with multiple million vacationers. None of the 4 international locations talked about are amongst these whose vacationers make longer stays, one other of the aims pursued by the Turespaña marketing campaign. That place is occupied by Venezuela, with 15.22 days on common, and India, with 12.02 days.

Among the 13 international locations that the Turespaña marketing campaign will goal, there are 6.59 million vacationers, simply 6.8% of the 96.8 million vacationers who visited Spain in 2025. An insignificant determine when in comparison with the big markets that ship vacationers to Spain. British vacationers (19.06 million) triple the sum of these 13 international locations, whereas these from France (12.79 million) or Germany (12.01 million) double them.

The promotion in these “high profitability” locations additionally seeks to make sure that tourism spending, which grew twice as a lot (6.8% yearly) as arrivals (3.5%) final 12 months, continues alongside these strains in 2026. “These knowledge reinforce the ministry’s dedication to a brand new tourism mannequin, primarily based on prioritizing high quality over amount, deconcentrating and deseasonalizing locations and diversifying the supply. We are rising in the best way and on the tempo that we imagine are fascinating for the mannequin of triple financial, social and environmental sustainability,” burdened the Minister of Industry and Tourism, Jordi Hereu, in his look to evaluate the 2025 knowledge.