TORONTO — Spain’s popularity is soaring with Canadians, with the latest visitor stats showing a 25% increase in arrivals from this market, and a 12% increase in overnights, says Laura Pena, Director, Canada for the Tourist Office of Spain.

All told about half a million Canadians made their way to Spain last year, accounting for almost one million overnights, said Pena at last night’s B2B Spain event at the Adelaide Hotel in Toronto. The event drew travel agents and tour operators, all eager to hear about featured destinations Catalonia and its capital, Barcelona.

The Catalonia region, best known for its star city Barcelona, is also home to the beautiful Costa Brava beach getaway destination as well as the wild Pyrenees Mountains. Not only is Catalonia Spain’s top tourism destination, it’s also one of the most popular in Europe. And it certainly has its fans in Canada: Catalonia gets fully 45% of all Canadian visitors to Spain, by far the lion’s share.

Representatives from the Catalan Tourist Board, Turisme de Barcelona and the Barcelona Hotel Association were among the 20 or so Spain reps in attendance at last night’s workshop and networking reception.

Also on hand were Tony Celio, Specialty Sales Manager, Air Canada and Simona Cercel, Air Canada’s Tourism & Sales Development Manager. One lucky attendee took home a door prize including roundtrip tickets to Barcelona with Air Canada, hotel nights, two first-class train tickets and unique cultural and gastronomic experiences.

What do Canadian travellers value most when it comes to Spain getaways? Pena ticks off the highlights: “Culture and heritage, the cities and the gastronomy. And great weather.”

The client base from this market is a mix of FIT and escorted groups. And while Spain is above all else a romantic destination with plenty of selling points for couples, it’s also an increasingly popular choice for both Millennial groups and also solo travellers, says Pena.

Travellers looking at Barcelona as a possible getaway spot likely know all about top attractions including Sagrada Familia (the famous Gaudi-designed church) and Las Ramblas, the city’s much-cherished tree-lined boulevard known for its shops and dining.

Clients and agents researching trips to Barcelona in the past year or so might also know all about the overtourism demonstrations. Have they hurt the city’s tourism reputation? “When you have such big numbers, some problems will arise,” says Pena. “But these sorts of people, they’re a minority. The majority of people here are very welcoming to visitors.”

Pena is a visitor to Barcelona herself, and a big fan of the city. Based in Toronto, she says she tries to get back to Barcelona at least once a year.

Looking ahead, Pena says 2018 is shaping up to be a positive year for the tourist sector, with a moderate but steady growth in the number of Canadians travelling abroad. “In this context, Spain is well positioned with an expected increase in airline capacity,” she says.

Agents looking to learn more about Spain can check out the Spain 360 Expert program at Travelweek’s Learning Centre, at travelweeklearningcentre.com/spain-360-expert/.