Spain captured 33% of all international travel demand to Southern Europe for the first half of 2025, according to a recent analysis by travel intelligence platform Mabrian, part of The Data Appeal Company—Almawave Group.
Destinations such as Madrid, Barcelona, and the Canary Islands remain top choices for international visitors.
The findings are based on Mabrian’s Share of Searches Index, which measures global market interest in specific destinations by analyzing flight search behaviour.
According to the report, 74.4% of Spain’s global travel demand for early 2025 is concentrated in 10 major cities, including Madrid, Barcelona, Malaga, Alicante, Palma de Mallorca, Tenerife, Las Palmas de Gran Canaria, Valencia, Seville, and Lanzarote.
Mabrian’s data suggests the Canary Islands are emerging as one of Spain’s hottest travel trends. Tenerife, Gran Canaria, Lanzarote, and Fuerteventura have all seen increased demand compared to early 2024.
“This data reinforces Spain’s position as a leading global destination and its significant role in driving demand to Europe,” said Carlos Cendra, Mabrian’s Director of Marketing and Communications.
With Spain breaking a new record in 2024 by welcoming 94 million international travellers, Cendra said, “Data intelligence is crucial for optimizing this demand, ensuring that resources are managed effectively to keep travel and tourism both productive and beneficial for the industry and local communities.”
