A beautiful Spanish town is begging tourists, especially those who come on weekends, to stay away, after record breaking crowds have caused what the mayor has described as a “collapse” of the town. Brihuega, a small town in central Spain famed for its sweeping lavender fields, has become more and more popular as Instagram and TikTok have turned it into a viral hotspot for picturesque getaways. Located just an hour away from Madrid, Brihuega attracts hundreds of thousands of visitors every summer during lavender bloom season, which typically runs from late June through July.
The fields, which stretch across more than 2471 acres, are the star attraction, but the small town itself is now feeling the pressure of its own popularity. Local officials are sounding the alarm over overtourism, with the mayor pleading with visitors to plan their trips during the week instead of the weekends.
Mayor of Brihuega, Luis Vuego, told ABC: “I recommend visiting us from Monday to Thursday, please. It’s more difficult on weekends due to the large number of people who come. Last Saturday, for example, the town collapsed.
“I had a bad time. We work hard, we have a security committee, but it’s still a large turnout.
“That’s why I insist: please come from Monday to Thursday.”
Although the mayor noted that lavender season brings in around £6.9 million, the town’s tiny population of just 3,000 is struggling to cope with the overwhelming crowds.
On peak weekends, up to 140,000 visitors flood Brihuega’s narrow, historic streets, causing gridlock and parking chaos throughout the town.
Viejo added: “Ahead of next year, we need to build a park-and-ride parking lot on the outskirts of the historic centre and connect it with shuttle buses.”
The mayor also said that the town is aiming to shift toward a more balanced, year round tourism model, rather than being overwhelmed during the short lavender season.
To help spread out visitor numbers, the local council is looking to encourage travel in the autumn months, promoting the region’s vibrant sumac fields, which turn the hillsides a striking crimson in October and November.
While the lavender fields are the main event in summer, Brihuega has plenty to offer throughout the year with its stunning medieval architecture, atmospheric plazas, and a labyrinth of 10th century Arab caves beneath its centre that were originally used for storage and as escape tunnels during sieges.
