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Spain: A leading shopping destination for international tourists
Spain is now the European leader in tax-free shopping growth, attracting tourists from all corners of the globe
Spain has consolidated its position as one of Europe’s top shopping destinations, with the latest data showing a remarkable 26% increase in tax-free shopping in 2024. According to figures from Global Blue, Spain is now the third-largest shopping hub in Europe, trailing only France and Italy. Madrid and Barcelona are among the top ten European cities with the highest sales growth, solidifying Spain’s appeal to foreign shoppers.The luxury market has been a driving force behind this growth, accounting for 55% of total sales. While this segment has grown by 23% in the last year, it still lags behind the 81% growth seen in other European markets. However, there is still significant potential to increase Spain’s luxury market share, particularly as it continues to attract tourists from Latin America, China and the United States.
Latin American tourists, in particular, are flocking to Spain, with the country now surpassing France and Italy as the most popular European destination for these shoppers. Nearly half of the spending from Latin American visitors goes to Spain, with Argentina and Mexico being the top countries of origin. These tourists tend to spend an average of €900 per purchase, contributing significantly to Spain’s growing reputation as a shopping destination.
Chinese tourists are also returning, with sales reaching 61% of pre-pandemic levels, outpacing recovery rates in France and Italy. While this is promising, there’s room for further growth, especially when targeting high-value shoppers from the United States and the Persian Gulf.
In fact, US tourists have shown a remarkable recovery, with sales up by 295% compared to 2019. Their average spend has also increased by 67%, reaching €1,600 per buyer. Despite this surge, France and Italy remain their preferred shopping destinations, highlighting an area where Spain could expand its market share.
As Ainara Andueza, the general manager of Global Blue Spain, notes, “Spain has the potential to significantly increase its share of premium tourism.” She suggests that the country should focus on boosting its commercial offerings, enhancing its luxury ecosystem, and further investing in five-star hotels and cultural experiences to achieve its full potential.
Image: rawpixel/Freepik
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