Spain market report

Updated April 2026

Finland's position in the market

Finland reached an all-time record in 2025 with 216,400 overnight stays by Spanish travelers, representing a +10% increase compared to 2024 and +25% above pre-pandemic levels. This strong performance confirms Spain as one of the fastest-growing European source markets. 

This growth reflects a broader shift in travel behavior among Spanish travelers, who are increasingly prioritizing destinations that offer nature, lower tourist density, and authentic, meaningful experiences. In this context, Finland continues to strengthen its position as one of the most appealing destinations in the Nordics, widely perceived as safe, sustainable, and genuine country that combines pristine natural landscapes, a distinctive culture, and a modern Nordic lifestyle. 

A key structural change in demand is the rise of summer travel, which has become the main driver of growth. Trends such as “coolcation,” the appeal of milder temperatures, the unique experience of the midnight sun, and the wide range of outdoor activities have all contributed to repositioning Finland as a true year-round destination rather than one focused primarily on winter. 

From a competitive perspective, Finland operates in a dynamic landscape that changes with the seasons. During the winter months, it competes primarily with Norway, Sweden, and Iceland for Arctic experiences, snow-based activities, and Northern Lights tourism. In contrast, during the summer season, competition shifts toward destinations such as Switzerland, Austria, and the Baltic countries, which also offer nature, lakes, and wellness-focused travel. 

Accessibility has played a crucial role in supporting this sustained growth. A wide range of airlines — including Finnair, Iberia, Vueling, airBaltic, Norwegian, and Ryanair — now operate routes between Spain and Finland, significantly improving connectivity. 

The new direct Finnair route between Valencia and Helsinki, launching on 31 March 2026 and operating year-round, is a very positive development. It goes beyond the usual gateways of Madrid and Barcelona and opens up new opportunities in southern Spain, making Finland more accessible to a wider audience.

At the same time, Finland continues to have strong visibility in the Spanish market, especially in PR and press, and it keeps growing. We have a solid presence across digital channels, social media, and major media outlets like El País, El Mundo, RTVE and Forbes. In fact, we are currently working on a major project involving a TV programme that will travel to Finland to film this summer.

Overall, Spain has clearly evolved from an emerging market into a mature, strategic, and fast-growing one for Finland, with strong long-term potential. The combination of positive travel trends, improved connectivity, and a well-established brand positioning puts Finland in a very competitive place to continue attracting Spanish travellers within the Nordics.

Looking ahead, the priority will be to further strengthen Finland’s appeal as a year-round destination, with a particular focus on summer and shoulder seasons, while continuing to position it as a leading sustainable destination. At the same time, there is a clear growth in the luxury segment, as well as in the meetings, incentives, conferences and events market, both representing key opportunities for future development.

In this context, collaboration through joint actions with the B2B segment remains essential to ensure maximum reach and impact among our partners and stakeholders.

 

Consumer trends and behavior

Recent data from Travelgate, supported by input from travel agencies and media representatives, indicate a notable change in Spanish consumer habits for the upcoming summer season.

Travelers are booking European trips earlier due to anticipated high demand and potential price hikes. Rising fuel costs and reduced airline capacity are also affecting prices and availability.

Meanwhile, demand is moving toward short-haul destinations within Europe. The trend became clear during the Easter holiday period, with a clear increase in interest and bookings across European locations. Higher costs associated with long-haul travel, limited airline capacity, and the effects of continuing conflict in the Middle East have made faraway places less competitive and harder to reach than European destinations.

In this context, the key challenge, and opportunity, for Finnish tourism stakeholders is to effectively capture this growing demand for summer travel within Europe. Success will depend on the ability to align product offerings with the evolving preferences of today’s traveller, who is increasingly seeking closer, quieter, and more authentic destinations, with a strong focus on nature-based and meaningful experiences.

Finland and other Nordic countries are already seen as safe and trustworthy destinations in Spain. As this perception is in place, marketing efforts can shift focus to additional unique selling points.

Spanish travelers continue to evolve towards a preference for authentic, high-quality, and nature-based experiences. Their main travel motivations include immersion in nature (53%), culture (48%), as well as gastronomy and wellness.

The "coolcation" trend, fueled by people wanting to avoid southern Europe's summer heat, has made Finland a popular summer spot, with media interest rising quickly. Demand is particularly strong during the peak summer period, especially in August. This is further supported by new records of Spanish overnights across the spring, summer, and autumn seasons in 2025, with the strongest year-on-year growth recorded during the summer period, showing a consistent trend and reflected in a +12.3% increase compared to the previous year.

Spanish visitors to Finland are mainly families, couples or groups of young adults aged 25–44. They show a growing preference for flexible, nature-oriented accommodation such as cottages, while hotels remain the main choice. Trips are typically short (4–6 days), with an increasing tendency towards last-minute bookings, especially in summer. Although sustainability is important, it does not play a key role in decision-making.

 

Industry update and distribution channels

Spanish travelers are increasingly choosing short breaks of three to four days, with Europe (excluding Spain) becoming their top destination for summer holidays.

Safety and proximity are influencing people to pick European cities rather than long-distance travel. The Airlines Association (ALA) reports that airlines anticipate strong passenger numbers this summer and see no risk of kerosene shortages in Spain; supplies should stay steady even under external pressures.

In 2025, the Spanish market remains stable with 253,000 trips and total spending of €260 million. This reflects not just consistent demand but also considerable value, as the average spend per trip is €863—demonstrating Spain’s position as a high-quality market.

Spain also stands out for its high spend per day, with a +14% increase, one of the strongest among all markets, highlighting the strong purchasing power of Spanish travelers.

At the same time, overnights continue to grow, showing that it’s not just about more visitors, but also about longer stays and deeper engagement with the destination. Spain presents a dynamic and stable market, characterised by consistent growth and robust consumer spending. The country offers distinct business opportunities, particularly during the summer season.

Most bookings are made online, with OTAs dominating summer products like flight + hotel and fly & drive packages. Tour operators are preferred for Lapland's high winter season, where Spain has moved from eighth to third place globally, largely due to December charters and market growth in that month.

Tour operators have boosted winter capacity by about 10%, adding new departures from Spanish cities like Valencia, partly due to Finnair's new route. Travelers are booking earlier to avoid price hikes and secure better fares.

According to Nexotur, one of the leading B2B media outlets in Spain, travel agencies are becoming increasingly important as travelers look for longer and more complex international trips. More bookings are now made through agencies, especially for mid- and long-haul destinations, while direct bookings are declining for simpler trips.
Our partnerships with key stakeholders , especially those in the B2B sector and travel agencies, are crucial. We collaborate closely with them on presentations, roadshows, and various joint activities designed to engage and motivate travel agents throughout Spain.

Equally important is our close collaboration with Finnair and other strategic stakeholders in the market, as well as with Team Finland and the Embassy of Finland, with whom we cooperate to strengthen Finland’s overall country brand.

It is also important to highlight the exceptional collaboration we maintain with our PR & communication agency, which works with great professionalism and creativity. Their support is key not only in generating strong brand awareness for Finland but also in driving interest and conversion — turning inspiration into actual sales.

Flight connections between Spain and Finland continue to expand, strengthening accessibility across key Spanish markets. In addition to Finnair’s solid network from Madrid, Barcelona, and Málaga, capacity is being further reinforced by routes such as Iberia’s Madrid–Rovaniemi, Vueling’s Barcelona–Rovaniemi, and Ryanair connections from Alicante and Girona.

A key development is Finnair’s new Valencia–Helsinki route, which will launch on 11 April 2026, initially operating twice weekly during the summer season . Importantly, this route has already been extended to a year-round operation, reflecting strong confidence in demand and supporting Finnair’s broader network expansion strategy in Europe and Spain .

Cooperation with the Finland Convention Bureau (FCB) becomes increasingly important—especially in the lead-up to IBTM World Barcelona, a key global platform for the meetings and events industry. Together with IMEX Frankfurt, these are among the leading international events in the MICE segment. In this segment, the Spanish market shows strong potential, making it particularly relevant for Finland. Strengthening Finland’s positioning in MICE will be essential to diversify demand, increase value, and consolidate sustainable, year-round growth.

 

Finland travel USP's

Finland’s strongest selling points in the Spanish market are sustainability, safety, nature, and happiness. These align perfectly with Spanish travelers’ growing focus on well-being and meaningful experiences. Finland ‘owns’ the sustainability narrative within the Nordics, being perceived as authentic, clean, and emotionally fulfilling.

Our Sustainable Travel Finland (STF) program, one of the core pillars of our USP, is always present in all the activities we carry out with our partners. This message is translated into practice, as tour operators can clearly see that many of the companies they work with in Finland are certified under the STF program — demonstrating how sustainability is not just a value, but an integral part of the Finnish travel experience.

Regional strengths reinforce these USPs: Lapland for winter adventures, Lakeland for summer relaxation, Helsinki for design and gastronomy, and Oulu 2026 – European Capital of Culture as a cultural driver for new audiences. Wellness travel, saunas, and gastronomy based on local ingredients continue to gain traction. Sustainability remains essential, as 69% of Spanish travelers actively seek eco-friendly options when booking their trips.

 

Future outlook and upcoming season

The outlook for 2026 is highly positive. Spanish overnights in Finland are expected to grow by 8–10%, reaching approximately 230,000 stays and €175 million in total spending. However, there is strong potential to exceed this figure, driven by increasing summer demand across Europe.

This trend is being reinforced by a shift in travel patterns, influenced by geopolitical factors in the Middle East and rising long-haul travel costs, including higher fuel prices and reduced airline capacity. As a result, European destinations are becoming more attractive, positioning Finland as a strong alternative for summer travel.

However, it will be important to closely monitor how the situation evolves, as rising costs could also slow down this growth and pose a potential risk to continued demand. 

What is particularly interesting is the clear change in B2B behaviour: tour operators and partners who previously showed little or no interest in Finland as a summer destination are now actively exploring and developing product.

Overall, the Spanish market continues to show strong momentum, combining growth, value, and long-term potential making it a key priority for future development and collaboration.