British holidaymakers are reconsidering their Spanish holiday plans following weekend demonstrations where protesters targeted tourists with water pistols in Barcelona and Majorca.
Travel industry executives report that customers are avoiding bookings to Spain due to concerns about the overtourism protests.
The demonstrations, which formed part of coordinated actions across Spain, Portugal and Italy, have prompted potential visitors to seek alternative destinations.
Jet2holidays chief executive Steve Heapy told Travel Weekly: "Media coverage has ramped up over the past 24 hours and it simply enforces the perception that holidaymakers are not welcome. It worries people, simple as that."
British holidaymakers are reconsidering their Spanish holiday plans following weekend demonstrations where protesters targeted tourists with water pistols in Barcelona and Majorca
Reuters
Travel company bosses across the UK are reporting similar customer reactions to the Spanish protests.
Ryan Lambton, a Hays Travel personal travel consultant, said: "I've had a few customers message [to say they] are now reluctant to book."
Karl Douglas, co-owner of Beverley Travel, confirmed the sentiment amongst his clients: "We've had people saying, 'We don't want to go somewhere we're not wanted.' People will choose somewhere they're going to be made welcome."
The protests appear to be having a greater impact on customer decisions than other global concerns.
Caroline Thorne, head of travel at East of England Co-op Travel, noted that overtourism demonstrations were a bigger talking point with customers than the escalating conflict in the Middle East.
Sandra Mutter, director at Andara Travel, said bookings to Dubai and Jordan were strong, noting that the protests in Spain, particularly in Majorca, appear to have had an "impact."
The demonstrations have influenced holidaymakers to reconsider their traditional Mediterranean choices.
The UK remains Spain's largest source of international tourists, with more than 18 million British travellers visiting in 2024.
The demonstrations, which formed part of coordinated actions across Spain, Portugal and Italy, have prompted potential visitors to seek alternative destinations
Reuters
France ranked second with approximately 13 million visitors.
Spain's tourism numbers have rebounded strongly post-pandemic, reaching a record 84 million visitors in 2024.
Protesters, frustrated by rising house prices, low wages and overcrowded public spaces, coordinated demonstrations across multiple Spanish holiday areas.
The actions in Barcelona and Majorca on Sunday specifically targeted unsuspecting tourists as part of the broader anti-overtourism movement.