While Spain is still aiming at a record-breaking 100M tourists figure in 2025, it’s no longer the affordable destination it once was; at least not for Spaniards, who can barely afford to vacation in their own country.

Indeed, Spaniards are increasingly choosing to holiday abroad, where costs are comparatively lower. Consequently, domestic travel fell by 0.8%, while international trips grew by 12%.

The tables have turned: traveling across Spain, once the go-to option for working and middle-class families, has become a luxury. Local destinations now cater to international travelers and the national elite. Meanwhile, flying to European cities, which was once non-viable for Spanish-working classes, has become the only realistic getaway for many of them.

What we’re seeing in Spain mirrors a deeper shift: the logic that has long governed product consumption is now creeping into the service economy. As happened with food, real estate or fashion, hospitality and leisure are increasingly priced according to foreign demand curves.

Spain’s success in attracting foreign visitors is undeniable. But in a context where free-market logic is being actively redefined what position remains for service-driven economies that depend almost entirely on inbound flows?