MADRID — Spain is promoting lesser-known inland and rural destinations as part of a tourism strategy aimed at spreading visitor demand beyond heavily visited coastal areas, the Ministry of Industry and Tourism said. The initiative is part of the government’s wider Tourism Strategy 2030, which focuses on sustainability, diversification and reducing pressure on traditional destinations.
On Sunday, officials said Spain was continuing efforts to encourage visitors to explore regions such as Galicia, Asturias, Castilla-La Mancha and other inland areas, where tourism has historically been less concentrated. Tourism Minister Jordi Hereu said the government wanted growth to be distributed more evenly across the country rather than focused mainly on established beach destinations.
The ministry said its tourism plans include measures for destinations, businesses, workers, residents and visitors as part of the 2026-2027 implementation of the Tourism Strategy 2030. Officials said the approach is intended to improve the long-term sustainability and competitiveness of the sector.
Spain remains one of the world’s most visited countries, with the tourism sector representing a significant part of the economy. The government has said recent growth has increased the need to manage visitor flows and support areas that have not traditionally benefited from high levels of tourism activity.
The push for alternative destinations comes as some popular locations face concerns linked to housing pressure, environmental impacts and crowded conditions during peak periods. Local authorities in several tourism hotspots have introduced or considered measures affecting short-term rentals and visitor management, while national officials have emphasized a more balanced model.
“We need growth to happen” in less visited parts of the country, Hereu said, according to comments reported by The Guardian, adding that Spain needed to move beyond older tourism patterns. He said inland and less-developed areas had significant potential for attracting visitors.
The government has also highlighted investment programs designed to modernize tourism infrastructure and support destinations outside the traditional coastal markets. In February, the government said it was working with regional authorities to advance projects funded through European recovery resources for the transformation of the tourism sector.
The strategy includes efforts to extend tourism beyond the busiest summer months and promote cultural, natural and rural attractions. Officials have also pointed to Spain’s green and inland regions as areas where tourism growth could contribute to local economies.
As of June 2026, Spain’s tourism authorities said the diversification program remained underway, with sustainability and the distribution of tourism activity among the main priorities of the national strategy.
