TORONTO — The Tourist Office of Spain‘s brand new Consul for Tourism Affairs, Isabel Martín Benítez, got a warm welcome from travel professionals at last night’s industry event.

The tourism board invited retailers, supplier partners and media to join in the festivities at Casa Paco in downtown Toronto, for a special evening featuring the delicious flavours of Spain.

Travelweek caught up with Benítez ahead of last night’s Tourist Office of Spain event, to get all the latest updates on this incredibly popular destination …

Travelweek: How has Spain performed from the Canadian market in 2024, and what’s your outlook for 2025?

Benítez: “In 2024, Canadian tourism data for Spain continues to perform well, as it did in 2023. The number of tourists from January to September reached 520,000, and most importantly, new destinations are being visited increasingly. This year, for example, the number of Canadian tourists has grown in destinations such as Valencia, the Basque Country and the Canary Islands. For the upcoming year, 2025, the forecasts remain very positive. According to ForwardKeys data, bookings in November for the next six months have increased by 27% compared to the previous year’s figures.”

Travelweek: It seems as though Spain is on just about every bucket list these days, and visitor numbers are soaring. Growth is wonderful, but can you share some ways that Spain is using to manage the over-tourism?

 Benítez: “Yes, it is a fact that Spain consistently ranks as one of the most popular tourist destinations globally. Eighty-five million international tourists visited the country in 2023, and in the first half of 2024, Spain drew 13% more visitors than in the same period the year before.

“Year after year of record-breaking tourism has put our country at the vanguard of sustainable travel initiatives. Now we are taking a proactive approach to balancing the excitement of growth with the effects of overtourism. We are developing strategies for managing tourism’s impact on local communities and the environment to ensure Spain can be enjoyed for many generations to come. Our goal is to get a sustainable management of tourism activity. From the Tourist Office of Spain in Toronto, we are already engaged in activities related to sustainability, and we plan to continue with some new initiatives in 2025.”

Travelweek: When it comes to off the beaten track tourism, what’s one of your own favourite hidden gems in Spain?

Benítez: “There are a lot of beautiful and amazing places I would recommend. One of them would be a tour of the white villages of Andalusia. In the provinces of Cadiz and Malaga you’ll find some of Andalusia’s prettiest white villages. As you travel in this area you’ll find villages in gorgeous natural settings, where you can take photos of the whitewashed houses hung about with pots of colourful flowers, gaze at the mountain landscapes, discover the traces of the Islamic and Christian past, and really, truly relax. Taking a driving tour to admire these picturesque little towns appear among the mountains like a mirage is an enchanting experience.

Travelweek: What sort of lift does Spain currently enjoy from Canada? And are you looking for more airline partners and if so, which ones?

Benítez: “At the moment there are three airlines flying directly from Canada to Spain – Air Canada, WestJet and Air Transat – and we have flights from Toronto, Montreal and Calgary. We would like to have more direct flights, of course. It is very important for us to improve connectivity and we would like some of the routes that are already operating during the summer months to be extended to operate year-round.”

Travelweek: Are there any must-see new hotels and must-do events in Spain for 2025?

Benítez: “Of course! In 2025 we have a lot of events that will be a must. This year, the Spanish Formula 1 Grand Prix will be held once again at the Catalonia Circuit, Montmeló, in the province of Barcelona, as part of the World Motor Racing Championship. We also have in 2025 the Festival de Jerez 2025. Dedicated to flamenco and Spanish dance, this festival will take place in Jerez de la Frontera from February 21 to March 8, 2025. And of course, we have traditional events that take place every year and are worth visiting, like the faveolus Holly Week in many Spanish cities.”

Travelweek: How can Canadian travel advisors connect with the Tourist Office of Spain to learn more about the destination?

Benítez: “We have the Spain Specialist Program, we organize different fam trips also for travel agents and webinars with some Spanish destinations and we also take part in different travel events in Canada. Next year for example, we are planning to be in Calgary, Toronto, Vancouver and Montreal at different important tourism conferences and meetings. And of course, they can always contact us via our email: toronto@tourspain.es.”

For more information on travel to Spain see Spain.info