The outbound travel industry has experienced a real revolution that has completely changed the way Spanish consumers research, plan, buy and consume international travel. We are witnessing an evolution of a new digital traveler who follows new consumer patterns that are increasingly dominated by technology. The emergence of social networks in the lives of Spaniards has caused companies create a greater focus on their communication with consumers, establishing channels of agile and effective digital communication to maintain a constant dialogue. On the other hand, a new, more informed and demanding traveler profile seeking to have a unique and differential experiences has emerged.

As it bounces back from a decade of economic doldrums, Spain is among the fasted growing outbound markets in Europe and represents an opportunity for those tourism brands that are willing and able to adapt to these new consumer needs. According to the United Nations World Tourism Organization (UNWTO), practically all of the major outbound markets recorded a positive trend in 2017, both in mature and emerging markets. Among the European advanced powers, UNWTO points out the significant growth of 12% of the Spanish outbound market during 2017. According to the balance of payments issued by the Bank of Spain, up until October 2018, Spanish spending abroad reached 18.374 million euros; a figure that represents an annual increase of 12.3%.

This 2019 edition of Interface Tourism Spain’s annual ‘Panorama’ review, aims to be a useful tool for tourism marketers with an interest in this dynamic market. It provides an X-ray of the tourism market in Spain, revealing trends in consumer behavior, attitudes or distribution channels.