Tourism appears to be a sector where the “Spain Brand” is strongly identified with the product. When a tourist decides to travel to Spain, his/her choice is directly influenced by the relationship between the country brand and the product on offer.

Today, Spain is the second most popular tourist destination worldwide. This provides its economy with a basic source of income, and is also a way of activating Spain’s presence worldwide and projecting its image abroad.

Spain’s appeal as a tourist destination is not only based on factors such as climate, sea or mountains, but also on important factors such as the attitude of Spaniards themselves, good communications, the hotel industry, and also prices. However, especially for more discerning tourists, we cannot overlook cultural values: artistic and historical heritage, the literature set in these places, etc.

According to World Tourism Organisation figures, Spain comes second in the global tourist inflow ranking, behind only France and the US, and second in revenues. Its market share increases every year. Tourism is growing in numbers and improving in terms of quality. Spending per tourist is increasing and the sector is becoming less seasonal. The current trend is moving towards a more selective kind of tourism.

The European Union again plays an important role in the Spanish economy: in 2006, over 90% of the tourists visiting Spain came from Europe.