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Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

Exclusive: Tourism minister says another likely record year of visitor growth is not a worry amid move to welcome tourists out of season and market less frequented areas

Spain is redoubling its efforts to push its tourist appeal beyond the familiar “sun and sand and coast” model as it prepares for another record-breaking year in which the number of foreign visitors could reach 100 million for the first time, the country’s tourism minister has said.

Speaking to the Guardian, Jordi Hereu rejected suggestions that Spain was now saturated with tourists but said it had become clear that the “old formulas no longer work”, especially amid growing concerns about overtourism and the effects of the climate emergency.

Jun 20, 2026 Spain Overtourism Europe

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Spain Jun 20, 2026 Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m Exclusive: Tourism minister says another likely record year of visitor growth is not a worry amid move to welcome tourists out of season and market less frequented areasSpain is redoubling its efforts to push its tour...

Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

Exclusive: Tourism minister says another likely record year of visitor growth is not a worry amid move to welcome tourists out of season and market less frequented areasSpain is redoubling its efforts to push its tour...

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Beyond the beach: Spain pushes offbeat regions as tourist numbers nudge 100m

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