Spain has once again confirmed its status as one of the world's tourism leaders, taking third place in the World Economic Forum's Travel and Tourism Development Index for 2026 — right behind Japan and the United States. This result reflects not merely the resilience of traditional resorts, but the country's ability to adapt to the new demands of travellers, who increasingly seek not just a holiday, but genuine cultural experiences.
According to an analysis by HBX Group timed to World Tourism Day, 75 percent of travellers actively seek authentic cultural experiences. Demand for southern Europe, including Spain, remained stable in 2026: the total volume of transactions in European destinations grew by 10 percent year on year. At the same time, classic beach destinations coexist with new points of attraction — from astrotourism during eclipses in Galicia and Asturias to festivals and sporting events capable of redistributing flows within the country.
Technology, and above all artificial intelligence, is becoming a key tool in this redistribution. Around 40 percent of travellers already use AI tools to plan their trips, and more than 60 percent are ready to try them. Algorithms help not only to compare options, but also to discover lesser-known regions, personalising recommendations and easing the burden on overcrowded hubs such as Barcelona or Madrid.
Social media amplify this effect: 76 percent of travellers share their impressions online, and 72 percent make booking decisions under the influence of influencer content. This mechanism makes it possible to put new locations on the map — from the wine routes of La Rioja to cultural initiatives in less-visited autonomous communities. At the same time, demand for inclusive tourism is growing: HBX Group, together with Queer Destinations, has launched a specialised platform, and the company has received the corresponding certification.
Thus, Spain's retention of its place among the WEF's top three is explained not only by its developed infrastructure and cultural heritage, but also by its readiness to integrate new technologies and formats of travel. This enables the country to remain competitive amid changing preferences, when authenticity and personalisation become the main currencies of modern tourism.
