FITUR 2026, the international travel trade fair that will take place from January 21-25 at IFEMA MADRID, will highlight the vitality of the UK tourism market and the close ties it maintains with Spain, a country that British travelers rate among the highest in Europe.
In 2024, 18.4 million British tourists visited Spain, accounting for 19.6% of the total. According to the Secretary of State for Tourism, by September 2025, the number of arrivals is expected to reach 15.3 million, up 4% from the previous year, with spending projected at €19 billion.
Tourism is a bilateral relationship. According to VisitBritain, more than 2.5 million Spaniards visited the United Kingdom in 2024, making it one of the leading markets for foreign tourists, spending £1.4 billion. Moreover, three out of five Spanish holidaymakers are repeat visitors, reflecting the mature cultural and urban connection between the two countries.
Spain remains the top international destination for British travelers, according to the Office for National Statistics. Air traffic is reinforcing this trend, with capacity for the 2025/26 winter season set to grow by 4.9%. In 2024, Brits spent an average of €1,228 per person and €176 per day in Spain, with stays of around seven nights. According to Egatur, their spending increased by 5% between January and August 2025. Preferences for Spain are also strong: 41.2% include it on their short list, and 15.2% choose it as their favorite destination, with a satisfaction rate of 73.3% among those who have already visited the country.
The United Kingdom will strengthen its institutional presence at FITUR 2026 with the official introduction of Destination North East England, along with a diverse business representation. In the travel technology sector, leading firms include Mews and Sabre, as well as Warner Bros. London Studio, agencies, DMCs and wholesalers.
