This European country will be the world's most visited destination by 2040

Tourism is set for significant changes by 2040- with one of the most notable shifts predicted to be Spain's rise to the top of the list as the world's most visited destination, overtaking France.

This projection comes from the comprehensive study "NextGen travellers and destinations: our vision on the tourism industry transformation," jointly developed by Google and Deloitte.

The report, analyzing tourism trends from 1990 and projecting until 2040, highlights Spain's steady ascent in the global tourism rankings. The study attributes this rise to several factors, including Spain's rich cultural heritage, diverse landscapes, and continuous investment in tourism infrastructure. As of 2019, Spain was already among the top five most visited countries, but the latest forecasts indicate it will soon lead the pack.


From 2010 to 2019, Europe experienced robust tourism growth, with countries like Spain benefiting immensely. Despite the COVID-19 pandemic causing an unprecedented slowdown in global travel, Spain has shown remarkable resilience. The tourism sector rebounded to 88% of pre-pandemic levels by 2023, and Spain is poised to fully capitalize on this recovery.

One key driver of Spain's anticipated rise is its appeal to a broad spectrum of tourists. The country offers a variety of attractions, from the historic cities of Madrid and Barcelona to the sunny beaches of the Costa del Sol and the cultural festivals in Andalusia. Additionally, Spain's efforts to promote sustainable tourism and its initiatives to enhance visitor experiences through technology and infrastructure improvements have bolstered its attractiveness.

The study also notes that Spain's tourism sector has benefited from an increase in middle-class travelers globally, particularly from emerging markets like China and India. As these travelers gain more disposable income, they are increasingly looking to destinations that offer rich cultural experiences and diverse attractions, which Spain provides in abundance.

Moreover, Spain's strategic position within Europe, combined with its robust transportation network, makes it an accessible and convenient destination for international travelers. The country's commitment to maintaining high standards in hospitality and service further enhances its appeal.

While France has long held the title of the world's most visited country, attracting millions of tourists to its iconic landmarks like the Eiffel Tower, Louvre Museum, and scenic countryside, Spain's diverse offerings and strategic initiatives are set to draw more visitors. By 2040, the dynamic shift in travel patterns and preferences, as highlighted in the Google-Deloitte study, will likely position Spain at the forefront of global tourism.