Andalusia Sets New Tourism Records in 2025 as Region Prepares for Pivotal Election Year
SEVILLE, 26 January 2026 – Andalusia has cemented its status as Spain’s tourism powerhouse with record-breaking international visitor numbers in 2025, while the region’s political landscape prepares for a potentially transformative election year. Official data reveals that international tourism has not only recovered from pandemic losses but surged beyond all previous benchmarks, generating unprecedented economic benefits across Spain’s southernmost autonomous community.
Tourism Performance Exceeds All Expectations
According to the National Statistics Institute (INE), Andalusia welcomed 13.8 million international tourists between January and November 2025, representing a remarkable 20% increase over the pre-pandemic benchmark year of 2019 and 7% growth compared to 2024. British tourists, traditionally the largest international market, finally exceeded their 2019 levels with 3.0 million arrivals – a milestone that took six years to achieve following the COVID-19 disruption.
The recovery trajectory has been steady and impressive. In 2023, international arrivals reached 12.2 million, just surpassing the 2019 total of 12.02 million and marking the region’s return to pre-pandemic tourism levels. The following year, 2024, saw further growth to 13.6 million international visitors, 13% above 2019 figures. This consistent upward trend has positioned Andalusia as Spain’s fourth most visited autonomous community for international tourism, behind only Catalonia, the Balearic Islands, and the Canary Islands.
Economic Impact and Strategic Development
The tourism boom has translated into substantial economic gains. In 2024, international tourists spent €18.5 billion in Andalusia – a 20.7% increase from 2023. The average spending per tourist reached €1,360, with daily expenditure averaging €166. These figures reflect the success of the regional government’s strategy to attract higher-spending visitors through targeted marketing campaigns like ‘Andalusian Crush’, which has achieved global visibility with 2.8 billion views.
Tourism Minister Arturo Bernal emphasised the sector’s broader economic role: “In 2024, tourism had an economic impact of €29 billion and supported an average of 438,700 employees. Our strategy focuses on increasing income and employment rather than merely increasing visitor numbers.” The region has made significant progress in deseasonalisation, reducing temporary employment in tourism to 23% – 12 percentage points lower than three years ago – while increasing low and mid-season tourism by 10%.
Key Tourism Statistics 2023-2025
| Metric | 2023 | 2024 | 2025 (Jan-Nov) |
|---|---|---|---|
| International Tourists | 12.2 million | 13.6 million | 13.8 million |
| British Tourists | 2.65 million (88% of 2019) | 2.8 million (93% of 2019) | 3.0 million (104% of 2019) |
| Total Tourist Spending | €15.3 billion* | €18.5 billion | Data pending |
| Average Spend per Tourist | €1,256 | €1,360 | Data pending |
*Estimated based on available data
Cultural Richness: Festivals and Traditions
Andalusia’s tourism success is deeply intertwined with its vibrant cultural calendar, featuring over 3,000 fiestas annually. These events range from religious processions during Semana Santa (Holy Week) to lively ferias (fairs) that celebrate local traditions, flamenco, and gastronomy. Among the most notable are the Feria de Abril in Seville, the Carnival of Cádiz, the Malaga Fair in August, and the International Festival of Music and Dance in Granada.
The region’s cultural offerings extend beyond traditional festivals to include contemporary music events like the Starlite Festival in Marbella and Dreambeach in Almería. These celebrations not only attract visitors but also support local economies, with many towns experiencing significant economic boosts during their signature events. The diversity of offerings – from the solemn processions of Semana Santa to the tomato-throwing frenzy of La Tomatina in Buñol – ensures Andalusia remains attractive to a wide range of tourists throughout the year.
Political Landscape and Economic Context
As tourism flourishes, Andalusia approaches a politically significant year with regional elections scheduled for no later than 30 June 2026. Current President Juanma Moreno of the People’s Party (PP) secured an historic absolute majority in the 2022 election, ending 41 years of Socialist rule in the region. However, his government faced challenges in October 2025 with a healthcare scandal involving mishandled breast cancer screening protocols, which led to several resignations including that of Health Minister Rocío Hernández Soto.
The opposition Spanish Socialist Workers’ Party of Andalusia (PSOE–A) appointed national First Deputy Prime Minister and Finance Minister María Jesús Montero as its new leader in February 2025, replacing Juan Espadas in an attempt to revitalise the party. Current opinion polls suggest the PP maintains a strong lead, with one October 2025 survey giving Moreno 58.5% support compared to Montero’s 18.3%.
Economically, Andalusia’s GDP grew by 3.2% in 2024, matching the national average, with tourism and agriculture being key drivers. However, the region faces challenges including the second highest unemployment rate in Spain (16.1% in Q1 2025 compared to the national average of 11.4%) and a GDP per capita that remains 25% below the Spanish average. The government’s META 2027 Sustainable Tourism Plan aims to address these disparities through a model focused on participatory governance, comprehensive sustainability, and innovation.
Frequently Asked Questions
How has Andalusia’s tourism recovered since the pandemic?
Andalusia’s tourism recovery has been robust and sustained. International arrivals returned to pre-pandemic levels in 2023 (12.2 million visitors), exceeded 2019 figures by 13% in 2024 (13.6 million), and reached 13.8 million in the first eleven months of 2025 – 20% above 2019 levels. The British market, which was slower to recover, finally surpassed its 2019 benchmark in 2025.
What is the ‘Andalusian Crush’ campaign?
‘Andalusian Crush’ is the regional government’s flagship tourism marketing campaign launched to promote Andalusia as an innovative, sustainable, and diverse destination. The campaign has achieved global impact with approximately 2.8 billion views, particularly successful in North American and Asia-Pacific markets. It forms part of the broader META 2027 Sustainable Tourism Plan.
When are the next Andalusian regional elections?
The next regional election must be held no later than Tuesday, 30 June 2026. All 109 seats in the Parliament of Andalusia will be contested. While there has been speculation about possible early elections, President Juanma Moreno has dismissed this possibility except in the event of a snap national election being called before that date.
What are Andalusia’s main economic challenges?
Despite strong tourism performance, Andalusia faces several economic challenges: it has the lowest GDP per capita in Spain (25% below the national average), the second highest unemployment rate (16.1% in Q1 2025), and relies heavily on seasonal sectors like tourism and agriculture. The government is addressing these through diversification, innovation, and sustainable development strategies.
Which are the most important festivals in Andalusia?
Key festivals include Semana Santa (Holy Week) processions throughout the region, the Feria de Abril in Seville (April), the Carnival of Cádiz (February/March), the Malaga Fair (August), the Granada International Festival of Music and Dance (June-July), and various grape harvest and gastronomic festivals in autumn. Each province and many towns have their own distinctive celebrations.