Spain has solidified its position as the top tourist destination for Norwegians, experiencing a notable 19.6% increase in spending from this market.
According to Turespaña, this figure exceeds the spending levels of 2019, consolidating Spain’s recovery and its appeal as a tourist destination to Norway.
The Turespaña study explains that, with moderate economic growth, Norway foresees a GDP increase of 1.3% in 2025, moderate inflation and a drop in unemployment figures. In line with this trend, and with disposable income per household rising, it is presumed that Norwegians will be more able to allocate part of their resources to international tourism. This explains the increase in Norwegian tourist spending abroad, and specifically in Spain, which remains their preferred destination.
Norwegian tourism, both domestic and outbound, has shown a positive trend in 2024 and 2025. Outbound tourism expenditure increased by USD 4.5 billion in 2024 and, although growth is expected to be more moderate in 2025 (around USD 2.5 billion), it is still significant. This growing trend in tourism demand reflects the country's post-pandemic recovery and economic stability, with Norwegians becoming more willing to travel abroad.
In terms of tourist expenditure, Spain maintains its leading position as the top destination for Norwegians. In 2024, the trend saw a 19.6% increase in spending by Norwegian tourists in our country. This figure is relevant because it even exceeds 2019 spending levels, prior to the pandemic, consolidating Spain’s recovery and appeal as a tourist destination.
Privileged position
Spain continues to be the leading international destination most appreciated by Norwegians when planning their trips and topping the travel intention index, although without any significant improvement compared to 2024. Spain's advantage over competitors such as Greece and Italy remains considerable, reflecting its privileged position in the Norwegian market.
On the other hand, it falls into second position in the satisfaction index, overtaken by Italy, which has shown a notable improvement in the perception of its visitors. This slight drop in the satisfaction of Norwegian tourists in Spain suggests an opportunity to reinforce the quality of the tourist experience and avoid a further loss of competitiveness compared to other European destinations.
Flight bookings
Between April and September 2025, Spain holds a dominant position in seat bookings on flights from Norway. This superior air supply facilitates the access of Norwegian tourists to different Spanish destinations, boosting the arrival of visitors and strengthening the preference for our country as a holiday destination.
Despite its leadership, Spain has experienced a 5.5% decline in Google accommodation searches in 2025. Meanwhile, the UK has increased its share of searches, closing the gap thanks to the opening up of new air routes and higher hotel occupancy, especially in cities such as London. This shift in online tourism demand could indicate increased competition in the attractiveness of alternative destinations, driven by improved connectivity and competitive prices for flights and accommodation.