Elvira Viedma, from Spain, reveals why the country continues to be one of the major players in the European summer and stands out as a benchmark in accessibility

A summer lived in the streets, on the beaches, and at the table. During the European summer, Spain takes on a rhythm all its own. Cities transform into festival stages, restaurants spill out onto the street, and beaches come alive under the Mediterranean sun. More than just a tourist destination, the country offers a way of experiencing the season.

For Elvira Viedma, it is precisely this lifestyle that attracts visitors from all over the world

"The Spanish lifestyle is perhaps one of the characteristics that makes Spain such a special destination. That way of enjoying the outdoors, Mediterranean cuisine with excellent products and high-quality national wines in relaxed environments," says Viedma.

According to her, summer also intensifies the cultural agenda of Spanish cities, creating an environment that blends tradition and modernity. “The crystal-clear beaches and the constant festive atmosphere are also attractive to Latin Americans who visit us,” she adds.

The challenge of overtourism and the invitation to discover new destinations

With the growth of international tourism in recent decades, some Spanish destinations have begun to face the phenomenon known as overtourism, when the number of visitors exceeds the capacity of certain places.

According to Viedma, coastal regions experience the greatest tourist pressure. “The regions that suffer the most from overtourism are the coastal ones, especially Barcelona and Malaga,” he explains.

To encourage a new way of traveling around the country, Turespaña recently launched the campaign Think You Know Spain? Think Again, which invites tourists to rediscover the destination from a new perspective.

The proposal is to promote a more relaxed travel experience, valuing local culture and authentic experiences. “Travel not only to enjoy, but to connect,” Viedma emphasizes, reinforcing the importance of getting to know Spain more deeply.

A country that welcomes different types of travelers

Diversity is one of the words that best defines Spanish tourism. The country offers experiences ranging from luxury to those focused on culture, gastronomy, or language learning.

Spain is also considered a leader in accessible tourism, with infrastructure prepared to welcome visitors with diverse needs. Adapted beaches with amphibious chairs, accessible public transport, museums with audio guides and tactile models, and monuments with ramps and elevators are all part of this commitment.

At the same time, destinations such as Madrid, Barcelona, ​​Mallorca and the Costa del Sol concentrate a sophisticated offering of hotels and restaurants, attracting travelers looking for exclusive experiences.

Gastronomy is also one of the major drivers of tourism in the country. In addition to Michelin-starred restaurants, Spanish cuisine stands out for the quality of its ingredients and its strong regional identity.

Historical heritage and museums among the most important in the world

Spain's rich cultural heritage is also one of the pillars of its tourism industry. The country boasts 15 cities declared World Heritage Sites by UNESCO and is home to some of the world's most important museums.

These include the Prado Museum, the Reina Sofía Museum, and the Thyssen-Bornemisza Museum, located in Madrid in what is known as the Golden Triangle of Art. Other prominent institutions include the Picasso Museums in Barcelona and Málaga, the Guggenheim Museum Bilbao, and the Museum of Abstract Art in Cuenca.

For those who wish to learn Spanish, the country has also become an important educational destination, offering courses that combine language study with cultural immersion and longer stays.

Cruises that expand the discovery of the Mediterranean

Maritime tourism also plays a significant role in how many travelers discover Spain. Mediterranean cruises allow you to explore various coastal cities in comfort.

“Cruises allow you to explore several Spanish coastal cities and even other Mediterranean countries in comfort,” explains Viedma.

Ports such as Barcelona, ​​Malaga, and Valencia often function as strategic embarkation and disembarkation points, encouraging tourists to extend their stay in the country.

“Many travelers decide to stay longer in Spain before or after their cruise, exploring museums, gastronomy and monuments,” he says.

Green Spain emerges as a new discovery of the European summer

Among the global trends gaining momentum are travel focused on wellness, nature, and outdoor activities. In Spain, experiences such as cycling, sailing, and wellness retreats are becoming increasingly popular.

For those who wish to explore new territories in the European summer of 2026, Viedma recommends looking towards the north of the country, especially towards the so-called Green Spain.

The region includes four autonomous communities (Galicia, Asturias, Cantabria and the Basque Country) and stands out for its preserved natural landscapes, stunning beaches and mountains that contrast with the coastline.

With a milder climate in summer and internationally recognized gastronomy, the destination is sparking interest from travelers seeking authentic and less conventional experiences.

In this setting of cultural diversity, stunning landscapes and a lifestyle that values ​​the pleasure of living, Spain continues to consolidate its position as one of the main protagonists of the European summer.

Report by: Mary de Aquino.