Франция возглавила список по количеству туристов, но доходы отстают — готова ли Испания занять трон?

Target Spain now to seize the crown by boosting high-spend segments and expanding inbound routes from Franco-British and other feeder markets. France still leads in visitor numbers, but total receipts per traveler lag, calling for sharper product pricing, more memorable experiences, and faster ticketing that converts interest into bookings.

France hosted roughly 90 million visitors in the latest full year, and, generally, average spend per trip hovered around €1,000, a level that compares unfavorably with pre-pandemic figures. Spain, buoyed by strong urban breaks and coastal holidays, is posting mid-single-digit gains in arrivals and higher average spends in major hubs, with diversifying offerings across culture, gastronomy, and sports events, suggesting a path to overtaking France if the trend continues.

France’s strategy is becoming more diversified. the loire valley routes attract families and culture lovers, while commemoration around Verdun and other historic sites draw experienced travelers. Overseas territories like guadeloupe broaden the seasonal mix, and wwwmemorialdeverdunfr serves as a data point for planners. Routes along the route of memory help fill shoulder seasons with meaningful experiences and less crowding in peak months.

Spain’s release shows signs of acceleration: the Iberian route from Madrid to Barcelona and coastal stays on the Costa del Sol are diversifying beyond sun and sea, with exchange programs and cross-border promotions lifting average spend. If Spain keeps momentum, then the crown could shift sooner, and France must respond with sharper pricing and smarter bundling.

To stay competitive, consider a concrete plan: push multiyear promotions for the Franco-British corridor, invest in multi-day heritage itineraries (loire to verdun) and targeted museum and memorial events, and strengthen data sharing to optimize pricing and capacity. Focus on less crowded routes to spread demand, offer value packages that pair rail or road transport with on-site experiences, and feature a clear exchange of ideas between regional tourism boards to accelerate best practices.

France vs Spain: Why Arrivals Lead but Revenue Trails

Recommendation: Target longer stays and higher-value experiences to convert arrivals into inward spend, especially in regions beyond Paris. Secure bundling of monuments, tasting sessions, and regional routes that connect avignon, dijon, and other centers. Use transparent pricing and foreign exchange–friendly options to keep costs predictable, and emphasize emotionally resonant moments to lift per-guest revenue.

In recent cycles, france attracted increased inbound volumes driven by cultural offers and regional branding. Yet revenue growth trails arrivals because spending concentrates on a narrow set of activities and many visitors opt for short visits. Surveys of operators show that visitors often choose quick itineraries, which limits cross-sell opportunities. The contrast with peers highlights a path forward: pair heritage access with goods purchases, experiential add-ons, and curated tasting events to expand the value captured per tourist. During peak windows, promote cross-region routes that include avignon, dijon, and nearby towns with distinctive foods and crafts. For a memory-linked stop, wwwmemorialdeverdunfr offers a thoughtful anchor that can extend time on site and deepen emotional engagement.

Arrivals vs spend: data snapshot

Increased inbound volumes continue to favor france, with year‑over‑year gains in many markets, while spend per visitor grows at a slower pace. A closer look shows that the bulk of outward revenue concentrates on lodging and transit, with far fewer guests choosing multi‑experience bundles that combine monuments, tasting, and artisan goods. Operators who choose to broaden the offering report higher margins from integrated packages, and surveys indicate demand for authentic, hands‑on activities that travelers can share in real time. During this period, cross‑border promotions that highlight regional strengths–such as wine, cuisine, and history–help convert curiosity into more substantial purchases.

Strategies to boost inward spend

package design should make it easy to choose add-ons that extend stays and widen margins. Build cross‑region experiences that link avignon with dijon through a Burgundy–Provence arc, and clearly explain what’s included to reduce perceived costs. Emphasize tasting sessions, guided tours, and exclusive access to cultural sites to lift the average ticket value. secure online checkout, flexible cancellation options, and straightforward currency references to reassure travelers facing foreign exchange concerns. Use surveys after trips to identify which moments prompted additional purchases and adjust products accordingly. By aligning producers, guides, and venues around coherent themes, destinations can secure steadier inward revenue and deliver memorable moments that travelers share with friends and family.

Which Sectors Drive Revenue in Each Country and Where the Gaps Lie

Recommendation: Target revenue growth by bundling stays, travel, and experiences into clear, priced packages; push three-pronged growth: urban experiences in metropolitan hubs and nearby areas, flagship entertainment and cultural experiences such as Disneyland, and year-round offerings that pair dining, tours, and accommodation. Tap untapped markets by launching frances-branded experiences in overseas regions like guadeloupe, expanding the customer base. Coordinate with the government tourism department to accelerate openings of new routes, streamline permits, and support small operators; an exchange with agencies and operators will widen reach. For both countries, diversifying means more stable revenue and richer experiences for customers.

France: Urban Experiences, Theme Parks, and Overseas Potential

France earns revenue from metropolitan experiences, museums, gastronomy, and major events that draw both domestic and international tourists. In metropolitan hubs, Paris drives high ticket-value visits, while adjacent destinations such as Lyon, Bordeaux, and the Riviera pull travelers seeking diversity in a single trip. Disneyland Paris remains a cornerstone asset, not only as a draw for families but as a platform to cross-sell hotels, dining, and seasonal events that boost spend along with ancillary attractions. To unlock untapped upside, scale packages that couple city stays with day trips to nearby castles, vineyards, and coastal routes, plus curated experiences like private tastings and art tours that fit different budgets.

Overseas departments offer additional growth channels. guadeloupe and other territories present untapped revenue streams when connected with long-haul itineraries; the key is to design seamless connections, joint marketing, and flight openings that reduce friction for travelers. The department-level approach helps bundle flight, ferry, and on-island activities into price points that appeal to different customers, from budget backpackers to luxury seekers. In practice, this means storefront partnerships with local guides, museums, and cultural venues to deliver authentic, repeatable experiences that travelers want to book again. As fabius noted in a policy context, the means to diversify lie in aligning product design with regional realities and available supply.

Data-driven product development matters here. Dwyer shows that cross-sector packages–combining lodging, transport, and experiences–lift average spend and length of stay, while keeping risk lower through bundled pricing. A smart mix includes phased openings of new experiences, such as immersive museum routes or culinary workshops, alongside established draws like Disneyland, to convert first-timers into long-term customers. The government, supporting both metropolitan and peripheral markets, should facilitate streamlined permitting, targeted funding, and joint promotions with tourism boards to extend the season and broaden saw-offers. In looking ahead, the most effective fit is a portfolio that pairs iconic franchises with locally curated experiences, enabling rapid scaling without sacrificing authenticity.

Key actions for France

– Launch frances-branded packages that combine city stays, theme-park visits, and regional experiences to capture both urban and rural audiences.

– Strengthen ties with overseas regions (guadeloupe, etc.) for year-round campaigns and easier travel connections.

– Establish a dedicated exchange program with tour operators to synchronize itineraries and pricing.

– Invest in high-demand experiences alongside Disneyland and major museums, then expand with nearfield, family-friendly options and adult-oriented cultural tours.

– Empower the tourism department to open new routes faster and support local operators with co-branding and micro-grant programs.

Spain: Beach Revenue, Culture, and Year-Round Diversification

Spain leverages its sun-and-sea appeal, but revenue growth hinges on expanding beyond peak season and enriching the cultural and culinary mix. The coast remains a magnet for long-haul families and adventure travelers, yet nearly half of annual revenue comes from shorter visits in summer. To close gaps, Spain should accelerate the creation of year-round experiences in Madrid, Barcelona, Valencia, and Andalucía, linking beaches with cultural circuits, wine routes, and gastronomic events that attract repeat visitors.

Diversifying means tapping inland treasures as travel demand shifts toward experiential offerings. Rural routes, village festivals, and nature-based activities can capture untapped demand from nearby markets and international travelers seeking authentic alternatives. Creating integrated itineraries that pair seaside stays with day trips to nearby historic towns is a practical way to extend the season and raise spend per traveler. In this frame, exchange-enabled packages with airlines, rail operators, and regional guides will smooth transitions between coast, city, and countryside.

Spain should also lean into branded experiences that resonate with customers beyond the traditional itinerary. Partnerships with theme parks and cultural sites, inclusive of seasonal openings and exclusive-access events, can raise the perceived value of a trip. The role of the government and regional departments is to simplify cross-border promotions, support festival circuits, and promote gastronomic tourism that stretches into autumn and winter. When combined with targeted marketing, these moves increase the appeal of a Spain trip for long-haul and regional travelers alike.

Key actions for Spain

– Diversify into year-round packages that couple beach stays with urban culture, culinary tours, and rural experiences.

– Expand partner networks with nearby towns to create multi-destination itineraries that inject extra revenue per trip.

– Use exchange programs with travel agencies to coordinate seasonal promotions and reduce friction for customers booking multi-market trips.

– Invest in the opening of new experiences near flagship sites and in lesser-known regions to broaden the visitor base.

– Leverage the rich cultural calendar to host events, concerts, and festivals that align with travel peaks and shoulder seasons.

End-to-end, the revenue gaps lie in turning iconic assets into year-round engines and in systematically linking metropolitan and peripheral attractions. For Frances and its European peers, the formula is clear: diversify means expand; diversify alongside trusted partners, and you can transform untapped potential into consistent, above-market growth.

Seasonality, Regions, and Channel Mix: How Timing Affects Earnings

Implement a calendar-driven pricing and staffing plan that prioritizes shoulder months; offer flexible stay options, and commit to a guided revenue model that captures incremental demand without sacrificing service quality.

Seasonality data shows peak-summer periods generating a sizable share of earnings, while shoulder and off-peak weeks require value adds such as bundled experiences, memberships, or donations to stay profitable; use a 60/20/20 split to allocate marketing, operations, and reserve funds covering costs across the year.

Regional mix matters: coastal hubs pull front-loaded crowds in July and August, while inland regions gain traction during autumn fairs and winter conferences; diversify by building coast-to-mountain itineraries and region-specific packages that align with local resident cultures and memorialisation of combatants.

Channel mix should blend direct publishing on your website with partnerships in guided tours, small operators, and internationally distributed agents; enable accessible booking paths, translate content, and track channel ROI to optimize where revenue comes from; this approach should reduce reliance on a single sales channel and involve local businesses.

Restrictions and supply constraints create difficulties; monitor visa rules, event dates, and supplier lead times; negotiate flexible contracts, and maintain cash flow buffers to cover costs; regulators encouraged the adoption of electric or low-emission transport to cut expenses and appeal to eco-conscious guests.

Income diversification should cover more than ticket sales: explore sponsored content and donations tied to memorialisation sites, with a clear role for local communities; offer resident discounts and targeted co-marketing with regional partners; channel part of earnings to covering essential maintenance and safety along the coast.

Data-driven practice: publish concise dashboards and ongoing publishing updates that track occupancy, generally reflecting seasonality drift and regional performance; report internationally to reassure investors and guide strategy; stay true to the brand and provide accessible experiences that meet guests’ expectations.

Policy Levers and Investment Moves to Boost Tourism Revenue

Launch a targeted 5-year package that lowers entry barriers for people from major markets, empowers guides and commerçants to package coastal and urban experiences, and funds joint campaigns with twinned cities to showcase châteaux, food, Terre-Neuvien getaways. This approach aligns with major efforts begun to shift relative to croatia benchmarks, and it can produce results across the worlds of travel marketing and local commerce.

Strategically combine access improvements with experience design and data-driven marketing to attract high-spending visitors while benefiting guides and residential communities in urban fronts and along coastal corridors. This avoids overreliance on mass markets and creates durable value for people and actors across the travel ecosystem.

Implementation snapshot

Four levers guide the plan: Access and mobility, Experiences and products, Marketing and distribution, and Data governance. Each lever integrates public and private actors to maximize the impact on overall revenue and visitor satisfaction, while ensuring the schedules and frequency of services support peak-season demand without overshooting capacity.

Budgeting, governance, and measurement

Data Trends to Watch: 2023–2025 Revenue and Visitor Figures

Recommendation: Prioritize higher-value customers and apply volume-based pricing for Paris and the coast, pairing it with outward marketing and targeted publishing to lift profit per visitor.

Market Signals 2023–2025

• Visitor volume: 2023–2025 forecasted growth 2–4% per year, with mainly domestic travelers driving gains; Paris and coast destinations account for the largest share of inflows, while strasbourgs show steady growth in business travel. In the worlds of consumer behavior, preferences lean toward experiential value and flexible options, so operators should align offerings with multipurpose trips.
• Revenue dynamics: revenue per visitor trends flat to modestly higher (0–3% annually), resulting in total revenue growth of roughly 3–7% across 2023–2025 if volume follows projections; profit per package improves with bundled experiences and higher-value add-ons.
• Customer mix and segments: consumers and customers in leisure markets mainly; participants in events and conferences contribute higher spend, strengthening the case for targeted packages and cross-destination draws.
• Pricing and packaging: leger pricing options and the addition of bundled experiences lift average spend; volume-based pricing helps convert more visitors into higher-value purchases while maintaining accessibility for cautious buyers.
• Geography and timing: coast destinations show stronger growth in shoulder periods; paris remains the highest-value anchor; strasbourgs adds cultural and business-event appeal, diversifying risk and revenue.

Strategic Moves to Capture Growth

• Product and channel strategy: combine city stays in paris with coastal escapes; create cross-destination packages that target families, couples, and business travelers; drawing in new participants through outward marketing.
• Publishing and content: publish data-informed itineraries and guides in partnership with consumer publishers to convert readers into customers; leverage strasbourgs and paris themes to show value and relevance.
• Pricing discipline: implement volume-based options for high-volume periods and lever pricing for flexible options; keep leger pricing to maintain accessibility for price-sensitive customers.
• Direct channels: grow direct bookings via owned websites and mobile apps, while maintaining selective partnerships to extend reach and maintain customer relationships; apply cross-sell tactics to increase average order value.
• Measurement and governance: unify data feeds from hospitality, transport, and attractions to monitor revenue, visitors, and profit indicators; apply léconomie context to explain shifts and guide development decisions.

Practical Implications for Hotels, Attractions, and Local Economies

Start by launching a value-packed, one-night stay plus local-experience package in the next quarter, allowing guests to explore countryside centres, a sister town, or a mémorial and républicain site. This approach aims to convert millions of arrivals into steadier earnings, while giving hoteliers a simple tool that applies across regions where demand varies. This delivers an important uplift for small towns and large urban gateways alike.

Partnering for Sustainable Experiences

Hotels should secure the front desk as a revenue accelerator by offering timed bundles with local fisheries tours, curated media-informed itineraries, and a clear path for upgrades. When authorities investigated pricing experiments, they observed stronger margins. This strategy reduces empty rooms in shoulder periods and improves guest spend, and it has caused a ripple effect that benefited local suppliers. This approach has helped stabilize local incomes and improved worker conditions. Finally, many sites have begun offering season passes and family bundles. The high likelihood of visited and repeat stays demonstrates the improvement and security for local economies.

Local Governance and Measurement

Local governments and business associations should map visitor flows to the countryside and centres, enabling authorities to plan improvements in transport, signage, and safety. This approach applies to all municipalities and ensures higher occupancy, more spend, and improved livelihoods for residents who themselves host guests. Policies that apply to heritage sites such as mémorials and républicain landmarks help maintain cultural value; media attention generally supports a steady growth trajectory. By aligning investment with real arrivals, towns secure growth without overbuilding. That approach supports fiscal planning and resilience for budgets that rely on tourism revenue.

In the countryside, partnerships with fisheries and local producers create complementary products that visitors can add to their itineraries, increasing average spend and improving seasonality. Hotels can promote these links through front-door experiences, and attractions can package these into multi-site itineraries that are visited by families and international travellers alike. The result is secure cash flow, better fiscal planning, and a great opportunity for millions of visitors to leave with a richer impression of local life.