Spain - Outbound Tourism to the United StatesSpain - Outbound Tourism

Overview

Data Sources:   Spanish Market:  INE (National Statistics Institute), 
* U.S. Market:  Dept..of Commerce National Travel and Tourism Office.

Spain is not only one of the world’s leading tourism destinations; it is also an important source of outbound tourists. Outbound travel to the United States for 2018 is placed at 876,248. In terms of the number of travelers to the United States from within Western Europe, Spain ranks fifth behind the U.K., Germany, France, and Italy. It is also the 15th largest international outbound market for the United States.
Spain ranks second worldwide as a tourism destination in terms of the number of visitors following France, and second in receipts, following the United States. Sector sources indicate that the number of visitors to Spain in 2019 will continue to increase slightly, mostly from European countries.  The sector is a major component of the Spanish economy, accounting for more than 11 percent of the country´s GDP and employing approximately 12 percent of the active population. Figures released in late January 2019 by the Ministry of Industry, Commerce and Tourism, indicate that the number of visitors in 2018 had increased to 82.7 million, an increase of 1.1 percent over 2017.  This increase was due, in part, to ongoing security concerns regarding other popular Mediterranean and North African tourism destinations, i.e. Turkey, Egypt, Tunisia, etc.
The Spanish economy had one of the highest growth rates in Europe in 2018 at 2.6 percent.  Travel to the United States from Spain continued the upward trend of the past several years. Figures show that number of visitors reached 876,248 for 2018, a 6 percent increase over the same period the previous year.
European destinations accounted for approximately 80 percent of trips made outside of Spain in 2018. Traditionally, the most popular destinations are France, Portugal and Italy, followed by the U.K., and Germany. The Americas account for almost 10 percent of long-distance travel, with over four percent visiting the United States. The most popular long-haul destination is the United States, followed by Mexico, the Dominican Republic, Ecuador and Brazil.  Asia receives approximately four percent of all long-haul travelers, while eight percent travel to Africa, with Morocco leading the way with over six percent of the travelers.
New York continues to be the top destination, followed by Florida and the West coast. The majority of Spanish travelers are repeat visitors and are no longer hesitant to include several destinations in their itineraries.  The regions that generate most U.S.-bound travelers are Madrid, Barcelona, Valencia and the Basque Country Package. Tours remain popular and operators are adjusting their programs to meet their clients’ demands.  The number of travelers making their arrangements directly continues to rise.  Rather than use Internet just for travel information, travelers increasingly use it to purchase tickets and to make hotel reservations.  Top product categories for online purchases by consumers are travel and hotel, ticket services.  The number of visitors claiming to use pre-paid packages when traveling to the United States is reported at 6.9 percent.
According to U.S. Dept. of Commerce (TINET) statistics, Spanish travel habits (net purpose) are as follows:  leisure and visits to friends and relations – 84.8 percent; business and convention – 19.6 percent.  The ongoing interest of Spanish companies in investing in the United States will increase the volume of business travel.

Leading Sub-Sectors

The most popular state destinations continue to be New York, Florida, California, followed by Arizona with the Grand Canyon, and Nevada with Las Vegas, followed by Colorado (ski + drive).  Additionally, Hawaii, Alaska, Washington, D.C., Boston, Massachusetts, National Parks, theme parks and Indian reservations are attractive destinations. Destinations with easy access to golf courses are also starting to be of interest. Skiing is another area of interest, particularly in the Colorado area.
Opportunities
The close commercial ties between the two countries and the increasing awareness and curiosity about the United States in general, particularly among the younger generation, coupled with an improving economy, make Spain a market of opportunity for a wide variety of U.S. destinations.
Industry sources maintain that the increased use of Internet and online purchases combine to make online travel arrangements more attractive. 

The increased number of direct routes will also have an impact. There are now direct flights to Atlanta, Boston, Charlotte, Chicago, Dallas, Fort Lauderdale, Los Angeles, Miami, New York, Newark, Oakland, Philadelphia, San Francisco and Washington, D.C.

The key to success for U.S. operators and destinations is promotion. The increased competition among local travel industry companies has led to aggressive campaigns, not only in price but also in more varied product offerings.  This renewed interest in broadening the range of options available to the traveler provides a good opportunity for U.S. entities to highlight destinations with special unique features as well as their services and products.  Of special interest are spin-offs from the principal gateway cities, outdoor activities, and the National Parks.

Spain’s premier travel and tourism fair, FITUR, will take place in Madrid January 22-26, 2020.   It is an excellent showcase for U.S. travel and tourism entities and destinations to actively reach out to the tour operators and the travel press in this promising market.  Given the popularity of this show with Latin American operators, it is also an excellent venue for professionals coming from that region.

FITUR 2020
Madrid,
January 22-26, 2020

FITUR is a priority for Commercial Service Spain (CS Spain) and the Visit USA Spain Committee.  FITUR is not only Spain’s largest travel and tourism fair, it is also the third largest travel event in Europe, after London and Berlin.  CS Spain actively supports the U.S. Department of Commerce´s, certified USA Pavilion at FITUR. 
The Visit USA Committee also focuses on creating greater awareness and knowledge of the United States and promoting U.S. destinations.  The Visit USA Committee and CS Spain collaborate closely throughout the year  in promoting the opportunities of the Spanish travel market to selected U.S. destinations through a variety of activities including workshops and promotional activities.  The Visit USA Committee is actively supporting the USA Pavilion at FITUR 2020.  For more information on special conditions for Committee members please contact: Victor Muntane, President, Visit USA Committee Spain:

Victor Muntane Pavillard
President
VISIT USA Committee-SPAIN
ES +34 606 41 7676
US +1 239 249 2409
Email: vmuntante@visitusa-spain.com

Web Resources
Spanish Ministry of Industry, Commerce & Tourism
National Statistics Institute
U.S. Dept. of Commerce Office of Travel & Tourism Industries 

Media
Hosteltur: hosteltur.es
U.S. Dept. of Commerce Office of Travel & Tourism Industries 

U.S. Commercial Service Spain:
Travel and Tourism Sector Specialist: Karen Dubois
Tel: +34 91 308 1532
e-mail: Karen.Dubois@trade.gov