Mass-tourism is making a worryingly large number of people think twice about certain destinations, which could severely impact Spain’s leading industry, new data has found.
Over 50% of travellers are concerned about overtourism, with 20% cancelling trips due to overcrowded destinations, according to Simon-Kucher, a leading growth consultancy.
According to the latest Travel Trends report, a staggering 63% of Spanish tourists deliberately avoid destinations they perceive as overcrowded, which represents “a real threat” to the industry’s demand.
According to the agency, economic challenges and shifting priorities are reshaping global tourism, driving smarter spending and a growing emphasis on sustainability.
“Consumers are adapting their spending habits while focusing on meaningful experiences and sustainability,” Dimitris Hiotis, Senior Partner at Simon-Kucher, said, according to the Majorca Daily Bulletin. “The industry continues to evolve, presenting opportunities for those ready to innovate.”
Based on the responses of more than 7,000 travellers from different regions and demographics, the report also shows that 29% of Spanish respondents have cancelled or modified their travel plans due to problems related to overcrowding.
The data also shows that tourist saturation directly impacts the last-minute decisions of travellers, prompting them to search for “quieter and less crowded” places instead.
By nationality, the French are the most likely to reject a destination because of this phenomenon, with 69% deciding against it, ahead of the United States (64%), Spain and the UK, both on 63%.
Travellers are also turning towards budget-friendly accommodation and transportation, with the younger generations leading the charge, especially in Germany and Spain. Meanwhile, over a quarter of respondents are choosing domestic or nearby destinations for both affordability and convenience.
“This season marks a pivotal turning point for the travel industry,” said Ana Morillo, Senior Director at Simon-Kucher. “Companies that embrace trends like sustainability and personalized experiences will position themselves for long-term growth, even amid slowing demand.”
Last year, tens of thousands of people came together in the Canary Islands to protest the negative impacts of mass tourism, locals sprayed tourists with water pistols in Barcelona and in Majorca, residents crammed onto beach towels to reclaim their beaches which they said have been overrun by foreigners.
Local governments and residents believe that rather than sustaining the locations, overtourism has contributed to a reduced quality of life and increased cost of living for residents.
In 2024, there were around 94 million tourists in Spain, compared to its 48 million population. The international tourist expenditure in 2024 came in at around 126 billion euros (£104 billion).