Spain is once again the undisputed leader in European travel intent — commanding over 151 million flight searches for July and August alone. However, a fascinating trend: secondary cities and destinations gain momentum while top destinations stagnate.
As European travellers gear up for their summer holidays, travel intent data from reveals a clear winner for 2025: Spain. With over 151 million flight searches for travel in July and August — accounting for 22% of all international flight searches from EU27 countries — Spain comfortably maintains its top position. Italy follows in second place, with 93 million searches and a 13% share.
But beneath the surface of these headline figures, a more nuanced story is emerging. While Spain’s leading destinations remain firmly in place, secondary cities steal the spotlight. It signals shifting traveller preferences and perhaps a desire for new experiences
Familiar favourites, subtle shifts
Spain’s top six destinations by search volume — Barcelona, Madrid, Mallorca, Málaga, Alicante, and Ibiza — remain unchanged compared to the same period last year. However, search volumes for the three largest (Barcelona, Madrid, and Mallorca) have slightly softened. The trend may point to travellers developing an appetite for less traditional destinations across Spain.
Meanwhile, it’s the smaller Spanish hotspots that are enjoying a surge in attention. Destinations representing less than 5% of total searches to Spain have grown by 2% year-on-year overall. It is a meaningful shift in a market of this scale.
The trend underlines a growing opportunity for destinations outside the traditional tourism corridor to position themselves as attractive alternatives — particularly those with strong cultural heritage, natural beauty, or family-friendly coastal offerings.
Menorca challenges Mallorca and Ibiza in the Balearics
The Balearic Islands collectively account for a striking 22% of all international searches to Spain this summer. Mallorca and Ibiza still dominate with 90% of that regional share. However, Menorca is emerging as the island to watch in 2025.
With a 17% year-on-year increase in searches and a gain of 1.8 percentage points in market share compared to summer 2024, Menorca is resonating with a broader range of travelers. Known for its laid-back vibe, unspoiled beaches, and family-friendly resorts, Menorca contrasts to the party-focused reputation of Ibiza and the bustling, cosmopolitan feel of Mallorca.
This shift is being driven in large part by demand from key source markets: flight searches to Menorca from Portugal (+41%), Italy (+38%), and France (+16%) are all showing notable growth. Conversely, searches from the UK — historically the dominant market — are down by 3%. British travellers show stronger intent for Ibiza and Mallorca.
Murcia and Valencia: regional growth stories
Beyond individual cities, two Spanish regions stand out as top performers this summer. Murcia and Valencia are experiencing the largest increases in international travel intent:
- Murcia: Up 13% year-on-year, with Corvera airport recording especially strong growth driven by travellers from Ireland (+92%), France (+70%), and Belgium (+44%).
- Valencia: Up 9%, reflecting growing international appeal thanks to a blend of urban charm, coastline, and cultural richness.
These regional success stories align with broader trends in European travel sees that lesser known, yet well-connected destinations are increasingly gaining ground. These destinations offer a mix of affordability, authenticity, and experience-led travel.
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