Spain’s Tourism Push Meets Local Resistance
In recent years, Spain has seen a growing backlash against mass tourism. In cities like Barcelona and islands such as Mallorca and Ibiza, residents have taken to the streets to express their frustration over overcrowding, rising housing costs, and strained public infrastructure. Despite tourism contributing over 12% to Spain’s GDP, the seasonal influx has sparked protests and policy debates across the country.
Yet the solution may not lie in reducing visitors but redistributing them. According to the Spanish Tourist Office, more than 80% of tourists visit the same regions — the Mediterranean coast and island resorts — mostly during summer. In response, Spain is actively encouraging travelers to explore less-visited regions that offer rich culture, natural beauty, and a genuine welcome from locals.
La Rioja: A Wine Region Beyond the Glass
Northern Spain’s La Rioja receives only a fraction of the visitors compared to cities like Barcelona. Despite being globally known for its wine, just 180,000 tourists visited the region in 2024. La Rioja is home to over 500 wineries, producing some of Spain’s most beloved red varietals. Architecturally iconic sites like the Marqués de Riscal, designed by Frank Gehry, and CVNE’s Eiffel-engineered cellars highlight the region’s blend of tradition and innovation.
The area’s charm extends beyond wine. Towns like Haro and Logroño offer cobblestone streets, centuries-old churches, and vibrant tapas scenes. Romanesque monasteries, hiking trails through the Sierra de la Demanda, and cultural events like the Batalla del Vino festival round out the experience. Visitors are warmly received and invited to immerse themselves in local gastronomy and heritage.
Extremadura: Underrated and Unspoiled
On the western edge of Spain, bordering Portugal, lies Extremadura — a region rich in history and nearly untouched by mainstream tourism. It hosts three UNESCO World Heritage Sites: Cáceres, Mérida, and Guadalupe. Mérida features some of the best-preserved Roman ruins outside Italy, while Cáceres boasts a medieval old town recognized for its cuisine, including Michelin-starred dining and local cheese specialties.
Despite providing backdrops for “Game of Thrones,” Extremadura remains largely off the radar. Natural parks like Monfragüe and Villuercas-Ibores-Jara, along with freshwater beaches like Orellana Playa, offer compelling reasons to visit. According to local guide Martin Kelsey, visitors often leave impressed by the region’s authenticity and biodiversity, including one of Europe’s largest black vulture colonies.
Northern Coast: Green, Cool, and Coastal
For travelers seeking beach destinations without the summer crush, Spain’s northern coast offers a dramatic alternative. Starting in Cantabria and moving through Asturias to Galicia, the Atlantic coastline features rugged cliffs, scenic coves, and lesser-known sandy beaches.
Galicia’s Senderos Azules trail network has expanded recently, giving hikers new ways to explore rivers, forests, and coastlines away from the oversaturated Camino de Santiago. Local cuisine — such as percebes (goose barnacles), mountain cheeses, and traditional ciders — reflects the region’s distinct culture. As tourism advisor Karen Rosenblum notes, the north offers cooler temperatures, unspoiled nature, and a chance to travel responsibly.
El Hierro: A Model for Sustainable Island Tourism
While overtourism plagues islands like Tenerife, El Hierro — the smallest and most westerly of the Canaries — presents a sustainable alternative. With just 26,100 visitors in 2024, only 4,100 of them international, the island offers a quiet refuge for those willing to make the journey.
Designated a UNESCO Biosphere Reserve, El Hierro features volcanic landscapes, endemic species, and some of Europe’s best scuba diving spots. The island’s goal is to boost tourism without compromising natural resources or residents’ quality of life. In 2024, it operated on renewable energy alone for nearly 36 consecutive days. From paragliding to farm-to-table cuisine, visitors are embraced as guests, not intruders.
Teruel: Spain’s Forgotten Province Finds Its Voice
In eastern Spain, Teruel stands as a reminder that not all regions have benefitted equally from the tourism boom. Once so overlooked that residents formed the political party “Teruel Exists,” the province is now gaining recognition for its wild beauty and historical intrigue.
Without a train network, visitors must drive to access Mudejar towns, castle ruins, and fossil-laden hiking trails. Truffle hunting, wild swimming, and dinosaur tracks offer an off-the-grid experience. Lodges like Mas de la Serra provide a gateway to the Els Ports Natural Park. As local entrepreneur Alasdair Grant puts it, “Tourism is vital here, but still novel — and all the more appreciated.”