Jutanuch Wanachote
As European travellers gear up for their summer holidays, travel intent data from ForwardKeys reveals a clear winner for 2025: Spain. With over 151 million flight searches for travel in July and August — accounting for 22% of all international flight searches from EU27 countries — Spain comfortably maintains its top position. Italy follows in second place, with 93 million searches and a 13% share.
But beneath the surface of these headline figures, a more nuanced story is emerging. While Spain’s leading destinations remain firmly in place, secondary cities are gaining momentum — signalling shifting traveller preferences and perhaps a desire for new experiences.
Familiar Favourites, Subtle Shifts
Spain’s top six destinations by search volume — Barcelona, Madrid, Mallorca, Málaga, Alicante, and Ibiza — remain unchanged compared to the same period last year. However, search volumes for the three largest (Barcelona, Madrid, and Mallorca) have slightly softened, a trend which may point to travellers developing an appetite for less traditional destinations across Spain.
Meanwhile, it’s the smaller Spanish hotspots that are enjoying a surge in attention. Destinations representing less than 5% of total searches to Spain have grown by 2% year-on-year overall — a meaningful shift in a market of this scale.
This trend underlines a growing opportunity for destinations outside the traditional tourism corridor to position themselves as attractive alternatives — particularly those with strong cultural heritage, natural beauty, or family-friendly coastal offerings.
Spotlight on the Balearics: Menorca Makes Its Move
The Balearic Islands collectively account for a striking 22% of all international searches to Spain this summer. While Mallorca and Ibiza dominate with 90% of that regional share, Menorca is emerging as the island to watch in 2025.
With a 17% year-on-year increase in searches and a gain of 1.8 percentage points in market share compared to summer 2024, Menorca is resonating with a broader range of travellers. Known for its laid-back vibe, unspoiled beaches, and family-friendly resorts, Menorca offers a contrast to the party-focused reputation of Ibiza and the bustling, cosmopolitan feel of Mallorca.
This shift is being driven in large part by demand from key source markets: flight searches to Menorca from Portugal (+41%), Italy (+38%), and France (+16%) are all showing notable growth. Conversely, searches from the UK — historically the dominant market — are down by 3%, with British travellers showing stronger intent for Ibiza and Mallorca, aligning with their more vibrant nightlife and resort offerings.
Murcia and Valencia: Regional Growth Stories
Beyond individual cities, two Spanish regions stand out as top performers this summer. Murcia and Valencia are experiencing the largest increases in international travel intent:
- Murcia: Up 13% year-on-year, with Corvera airport recording especially strong growth driven by travellers from Ireland (+92%), France (+70%), and Belgium (+44%).
- Valencia: Up 9%, reflecting growing international appeal thanks to a blend of urban charm, coastline, and cultural richness.
These regional success stories align with broader trends in European travel, where lesser-known yet well-connected destinations are increasingly gaining ground, offering a mix of affordability, authenticity, and experience-led travel.
A New Wave of Travel Intent
While Spain remains the indisputable leader in European travel this summer, the spotlight is slowly shifting from its traditional heavyweights to its emerging destinations. This diversification in travel intent not only spreads the economic benefit of tourism more widely but also helps ease the pressure on popular hotspots — a vital step toward a more balanced and sustainable tourism model.
As the season unfolds, travel intelligence will be crucial for destinations looking to capture demand, adjust marketing strategies in real time, and anticipate where the next wave of visitors will land.
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