FITUR 2026, the International Tourism Trade Fair, running from 21 to 25 January at IFEMA MADRID, will highlight the vitality of the UK tourism market and the close relationship it maintains with Spain, a destination to which British travellers give one of the highest ratings in Europe.
In 2024, 18.4 million British tourists visited Spain, accounting for 19.6% of the total. By September 2025, arrivals were expected to reach 15.3 million, up 4% year-on-year, with spending projected at €19 billion, according to the Secretary of State for Tourism.
Tourism is a two-way relationship. According to VisitBritain more than 2.5 million Spaniards travelled to the United Kingdom in 2024, ranking among its top outbound markets, spending £1.4 billion. Moreover, three out of every five Spanish holidaymakers are repeat visitors, reflecting a mature cultural and urban connection between the two countries.
Spain remains the top international destination for British travellers, according to the Office for National Statistics. Air connectivity is reinforcing this trend, with capacity for the 2025/26 winter season set to grow by 4.9%. In 2024, Britons spent an average of 1,228 euros per person and 176 euros per day in Spain, with stays of around seven nights. Between January and August 2025, their spending grew by 5%, according to Egatur. Preference for Spain is also strong: 41.2% include it in their shortlist and 15.2% choose it as their favourite destination, with a satisfaction level of 73.3% among those who have already visited.
The United Kingdom will be strengthening its institutional presence at FITUR 2026 with the official incorporation of Destination North East England along with a diverse business representation. In travel technology, leading firms include Mews and Sabre, together with Warner Bros. London Studio, agencies, DMCs and wholesalers.
British visitors to Spain are mainly leisure visitors, with activities centred on beaches, city tours and shopping, while Spaniards travelling to the UK are attracted by its cities, historical heritage, cultural experiences and visits to family and friends. FITUR 2026 will provide a setting to address cooperation and business opportunities between the two leading tourism markets.
Source: Organisations & Operators - breakingtravelnews
