Everything is changing: Spain set to become the world's most visited country by 2040
According to a new study by Deloitte and Google, Spain is expected to become the world's most visited tourist destination by 2040, welcoming 110 million tourists annually. In recent years, Spain has become a favorite summer destination, particularly for British travelers, with over 19 million Britons visiting in 2025 alone. The USA is projected to be the third most visited country, followed by China and Mexico.
France is on track to lose its title as the world's most visited country. According to a new study by Deloitte and Google, Spain is expected to overtake it and hold the top spot until 2040. As reported by the British Daily Mail, Spain is projected to reach 110 million incoming tourists per year, while France is expected to drop to second place with a forecast of 105 million.
France set a tourism record in 2025 with 102 million visitors, bolstered by its iconic landmarks, vineyards, and museums. Spain, meanwhile, has already surged to 97 million tourists, an all-time high for the country. By 2040, the USA is expected to be the third most visited country globally, followed by China and Mexico. The study also found that European nations will continue to lead the market between 2019 and 2040, hosting over 362 million visitors annually. Globally, the number of tourist trips is expected to rise to 2.4 billion by 2040.
The surge in Spanish tourism is driven by its popularity as a summer destination, especially among British travelers. In 2025 alone, 19.1 million Britons visited Spain, spending nearly 24 billion euros. Benidorm and Barcelona remain among the most popular destinations.
However, this growth has sparked local opposition. Earlier this month, thousands of protesters took to the streets of Mallorca to demonstrate against over-tourism. Residents cite rising housing costs due to vacation rentals and increased congestion in formerly quiet towns and villages as primary concerns.
Last month, activists faced criticism after publishing guidelines for actions against the local tourism industry. Groups such as Menys Turisme, Més Vida (“Less tourism, more life”) and Arran Mallorca released a guide against “touristification,” explaining how to identify targets for direct, non-violent action against what they describe as a “system that is suffocating us.” The guide suggested targeting tourist signs, real estate agencies, and hotels, including blocking vacation apartments. The report also advised protesters to plan escape routes, scout locations, avoid security cameras, cover their faces, and wear loose, dark clothing.
