Experience Spain This Summer
Wego and Turespaña Collaborate to Inspire MENA Travelers to Discover Spain's Summer Offerings
Wego, the largest online travel marketplace in the Middle East and North Africa, has teamed up with Spain's official tourism body, Turespaña, to push Spain as a top summer destination for MENA travelers. The 2026 campaign — called "Summer Lifestyle and Cultural Richness" — highlights Spain's beaches, food scene, historic cities, and cultural experiences, according to PR Newswire.
The partnership is not new. The two organizations first joined forces in May 2022. But this year's push carries extra weight. With geopolitical tensions reshaping travel across the Middle East, more MENA travelers are looking to Spain as a safe and familiar alternative, PR Newswire reports.
GCC Tourists Spend More and Stay Longer in Spain
Spain is targeting MENA travelers for a clear reason: they spend big. The average GCC tourist spends about €2,600 per trip — roughly €300 more than the international average, according to TTR Weekly. Saudi Arabian tourist numbers to Spain doubled in 2023, reaching over 182,000. UAE visitor numbers climbed 17% in the same period, per Turespaña data.
Wego's Chief Business Officer, Mamoun Hmedan, said Spain offers "an exceptional combination of culture, gastronomy, and lifestyle" for regional travelers. Spain welcomed a record 9.1 million international visitors in April 2026 alone, according to PR Newswire. Annual arrivals hit 96.8 million in 2025, with forecasts targeting the 100 million mark in 2026.
Four Years of Campaigns, Now Pushing Beyond Barcelona and Madrid
This is the fifth consecutive summer campaign between Wego and Turespaña. The 2022 launch recorded over 316,000 searches from MENA to Spain in its first quarter alone. By 2025, the focus had shifted to lesser-known regions like Galicia and the Basque Country, pushing travelers away from crowded coastal hubs.
Daniel Rosado, Director of Spain Tourism Office for GCC, said "Summer in Spain will delight Middle Eastern travelers with its perfect blend of leisure activities, attractive lifestyle, and massive heritage," according to TTR Weekly. Spain's 2030 tourism agenda specifically calls for spreading visitors across more regions to reduce pressure on cities like Barcelona.
Geopolitical Shifts Make Spain a 'Safe Haven' for Regional Travelers
Analysts say Spain's appeal in 2026 is not purely about marketing. Tensions involving the US, Israel, and Iran have disrupted traditional travel routes in the region. Travelers who once chose Dubai or Turkey are now picking Spain as a secure, affordable European option, according to PR Newswire.
International tourists spent $126.1 billion in Spain in 2024 — a 15.9% jump from the year before. Tourism now makes up about 15.6% of Spain's GDP, worth nearly €250 billion. The WTTC projects that figure could hit €260.5 billion by the end of 2026, partly driven by high-spending MENA visitors.
Spain's Tourism Boom Sparks Backlash at Home
Not everyone in Spain is celebrating. A September 2024 YouGov survey found that 28% of Spaniards hold a negative view of foreign tourism — the highest share in Europe. Residents in Barcelona, Málaga, and the Balearic Islands have staged protests, arguing that rising visitor numbers drive up housing costs and hollow out local neighborhoods.
Some analysts also question how much of Spain's growth is driven by smart marketing versus lucky timing. Francisco Femenia-Serra of Madrid's Complutense University argues Spain's recent success is "partly accidental," fueled by a lack of safe alternatives elsewhere. Turespaña, however, maintains that its "sustainable, slow travel" focus is what keeps visitors coming back long-term.
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