Market – Spain & Portugal

The team consists of three people in Barcelona responsible for the Spanish market and one person in Lisbon for the Portuguese market. 

Spain & Portugal

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	Cristofer Gallardo, Trade and Campaigning & Activation.
Contact LinkedIn	+34 93 496 13 69 cristofer.gallardo@switzerland.com www.linkedin.com/in/cristofergallardocantisano/

	Elena Affeltranger, Media and Campaigning & Activation
Contact LinkedIn	+34 93 496 13 69 elena.affeltranger@switzerland.com www.linkedin.com/in/elena-affeltranger

	Leslie Bent, Manager Portugal
Contact LinkedIn	+35 1 910 665 571 leslie.bent@switzerland.com www.linkedin.com/in/lesliebent

• ST market research page –– here
• ST Research Report 2024 for Spain –– Download here
• ST Research Report 2024 for Portugal –– Download here
• ST TMS 2023 –– Spain Download here, Portugal Download here

Compared 2024 was another record year for the Iberian Peninsula, with a sharp increase in arrivals and overnight stays, percentage-wise, the two countries with the highest growth in Europe. 2025 saw stable figures, confirming the good health of Spain and Portugal. In the last year, we have seen an increase in the average length of stays in Switzerland, in line with what the most important tour operators in the two countries have told us, and also in line with ST’s “stay longer” strategy.
The main seasons for travel remain summer, the weeks around Easter and December for the Christmas markets. However, as has been the case for several years now, other months previously considered low season are steadily gaining popularity. September and October in particular are good months showing steady growth, but January and February are also seeing steady growth, albeit with less impressive numbers.

The growing popularity and commercial success of public transport also continues. Spaniards, who have always been very fond of travelling by car, are increasingly discovering, or rediscovering, the pleasure and tranquillity of travelling by train. This is also due to the increasingly widespread train network, including high-speed trains in Spain, which is encouraging more and more citizens to choose the train as their means of transport. This can also be seen in ticket sales figures in Switzerland, including the Swiss Travel Pass, with double-digit percentage growth also expected in 2024 and 2025).

Spain’s positive economic growth continues, with GDP rising by 2.9% in 2025. Growth has been supported by strong domestic demand (consumption and investment) and a robust labour market. Spain continues to outperform the eurozone overall, with tourism and services playing prominent roles. Good prospects also in Portugal, where the economy is projected to grow by about 1.9% in 2025. Portugal has been highlighted as one of the strongest performers in the eurozone in 2025 and was even dubbed the “Economy of the Year” by some rankings, based on a combination of GDP growth, employment, inflation performance, and market data.  Growth in Portugal has been supported by domestic demand and tourism, with labour market gains helping maintain expansion

The most important Spanish and Portuguese tour operators confirm the good momentum of the “Switzerland” product in terms of sales. While large TOs focus on both group and individual travel, with itineraries of several days, either mono-Switzerland or in combinations with other European countries or cities, smaller agencies are diversifying into more niche targets (senior, sporty, women-only, sustainable travel). There are also interesting TOs, more tailor-made agencies, with great potential for our country, and a database of customers that ST Spain will target from this year.

While we see increasing digitization with new platforms or sales channels, the sales channel of agencies with counters remains important.
Activities such as webinars, fam trips, sales calls, newsletters, etc., remain of paramount importance, where keeping up-to-date with new products is crucial.

Madrid, Barcelona and Lisbon function as global account hubs for LATAM markets. The large global accounts manage to operate synergies, creating products in Europe and then selling them in the various South American countries, where there is significant growth (Mexico, Colombia, Venezuela in primis).

» The importance of the travel agencies: Factors such as the know-how, the flexibility, the 24/7 support and the cancelation policies lead many to return to using again travel agencies as a booking channel. Classic agencies with counters that are also evolving digitally, increasing their geographical customer base and creating more competitiveness (i.e. attractive prices or alternative and new itineraries) at national level.

» Sustainable tourism: Sustainability has gone from being a topic that only experts talked about to being on everyone’s lips. We now a traveller willing to change its travel habits, reduce its carbon footprint and clearly look for eco-friendly destinations. Travelling by train is emerging again as a very valid alternative to the car. This especially for the youngest generations.

» Cities such as Barcelona and Lisbon are literally victims of the over tourism. People who, being victims of this mass tourism, opt for their holidays for countries or cities that are far removed from the crowded reality in which they live. Switzerland, with its reputation for nature, cities on a human scale, quality and uncrowded means of transport, represents the ideal holiday. This is not just a cliché, but a reality that one notices every day when talking to people. There is a lot of talk about Switzerland in both Spain and Portugal. Perhaps the over tourism of other countries, indirectly helps our numbers of increasing tourists from the Spanish and Portuguese markets.

The Spanish market focuses primarily on the personas Kris and Max. Find more information about the personas here.