Searches for lesser-known destinations in Spain on the rise
16 July, 2025Spain maintains its leadership as Europe’s most sought-after summer destination but interest is growing in less crowded locations. Menorca, Murcia, Reus and Santander recorded strong increases in flight searches.
ForwardKeys reveals that for July and August, Spain accounts for 22% of all international flight searches from the EU, with over 151 million. While Barcelona, Madrid and Mallorca remain among the six most sought-after destinations, places like Menorca (+17%), Murcia (+13%) and Reus (+11%) stand out for their upward trend. Valencia (+9%) and Santander (+6%) also made progress.
This trend towards destinations with lower tourist volumes responds to a European demand that values authenticity, cultural connection and accessibility. As well as diversifying visitor flow, this change contributes to more balanced and sustainable tourism, says ForwardKeys.