Traveling is now a priority for Spaniards. This is one of the main conclusions of the Second European Summer Trends Observatory 2024, conducted by our client at Bacana Communications, ViajerosPiratas, the most widely followed travel platform in Spain.

87% of survey respondents have plans to travel this summer. Furthermore, one out of every two Spaniards chose to spend their holidays near the sea for a week or more (55%) and will spend an average of between 500 and 1500 euros on their summer vacations. However, as Pablo Santaella, Head of Market at ViajerosPiratas, explains, “this year, prices have increased due to foreign tourists showing interest in Spain, which is why people are comparing.”


The Observatory has highlighted the following trends:

Travel lovers

Travelling is a priority for the Spanish, with 57% stating that they would rather save on other leisure expenses in order to travel during the summer.

Off season travel

Eventhough Spanish people usually still travel between July and August, young people prefer to avoid the high season and choose to book their holidays at other times of the year (60%).

Word of mouth is key when choosing a destination

Recommendations from friends, family, or colleagues are key for 51% of Spaniards. In contrast, 38% seek inspiration on social media, especially Instagram and TikTok, while 11% are inspired by the settings of their favorite movies or series. However, for Generation Z, social media is already their main source of travel inspiration (49%), followed closely by movies and series (15%).

FOMO: Fear Of Missing Out

In line with the previous trend, FOMO (Fear of Missing Out) is the feeling of worry or anxiety that young people experience at the possibility of missing events attended by others, caused by social media. Consequently, this summer will feature significant musical events and sports events such as the Olympic Games in Paris and the UEFA Euro in Germany.

Foodie explorers

Interest in gastronomy as a key travel experience has continued to grow in recent years. In fact, 54% of people say they research restaurants and local specialties before going on vacation, and this percentage increases to 60% among millennials.

Little to no planning

Spaniards stand out as among the least prepared Europeans when it comes to planning their summer vacations. In fact, only 8% plan their trip more than six months in advance.

No place like home

Spaniards are the only Europeans who will opt to stay in their own country this summer; 1 in 2 will choose domestic destinations. As for means of transportation, airplane is the most used  (55%), followed by the car (35%). The islands and the Andalusian and Mediterranean coasts stand out as favorite destinations for Spaniards this summer. Among those who will travel abroad, Asia is on the rise, being the continent chosen by 36% of Spanish travelers. Spain is one of the favorite destinations for international tourists. In fact, the survey highlights that it ranks in the top 3 destinations for Italians, Germans, and French.

With the best company

41% of Spaniards will spend their summer vacations with their partner, and 43% with their family. Among single travelers, 37% of those aged 18 to 41 admit to being fans of summer flings, as they are more likely to flirt during the holidays.

Fair Shares

61% of Spanish couples choose to split expenses equally, regardless of individual incomes. On average, Spaniards will spend between 500 and 1500 euros for stays of about a week.




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