World's second most visited country sees nearly half its tourism activity outside peak season
Spain, the world's second most visited country, records some 47% of its tourism activity outside peak season, significantly more than Mediterranean rivals Italy and Greece, a new report shows.
The "The International Traveller that Transforms Spain" study, conducted by tourism intelligence firm The Data Appeal Company, found that 52.8% of Spain's tourism activity takes place between May and September, traditionally the busiest travel months, compared with 58.7% in Italy and 72.7% in Greece, Travel Daily News reported.
The report, presented at a tourism convention in Zaragoza, Spain, on Oct. 20, found that cultural attractions remain the main draw for visitors outside peak season, while family vacations and wellness experiences are gaining popularity across Spanish cities, inland destinations, the Mediterranean coast and the Canary Islands.
Demand from emerging markets has also grown. Over the past three years, off-peak travel demand from Argentina increased 27.8%, followed by Poland at 18.6% and Brazil at 13.1%.
The report found that four in 10 travelers visiting Spain during the low season choose upscale or luxury accommodations. In Spanish cities, these hotels account for 64.8% of international demand during the shoulder and low seasons, while shopping has emerged as one of the fastest-growing reasons for visiting.
The Canary Islands recorded the longest average stays among the destinations studied, at 6.6 nights, compared with 3.7 nights along the Mediterranean coast.
The findings come amid a tourism boom in Spain, the world's second most visited country after France.
Spain welcomed a record 70.4 million international tourists during the first eight months of 2026, up 5.4% year-on-year, according to its National Statistics Institute.
Foreign visitor spending rose 8% to €99.8 billion (US$112 billion) during the period.
The country received a record 97 million international tourists in 2025 and expects arrivals to reach 100 million this year.
