Canary Islands – August 2025. The Canary Islands are once again proving their resilience as the leading sub-tropical European holiday destination. According to the latest reports, the archipelago continues to experience strong tourism recovery, with visitor numbers reaching near-record levels. However, the average tourist spending is showing a downward trend, raising questions about the sustainability and quality of the current tourism model.
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📈 More Tourists Than Ever
Recent reports highlight that Gran Canaria saw a noticeable increase in the number of visitors during the first half of 2025. This aligns with broader data published by the Canary Islands Tourism Department and ISTAC (Instituto Canario de Estadística), which confirms that more than 7.5 million visitors arrived across the islands in the first six months of the year, marking a steady rise compared to the same period in 2024.
Key source markets such as the United Kingdom, Germany, and mainland Spain remain dominant. Tourism from Nordic countries has also rebounded, and new air routes from Eastern Europe are contributing to broader diversification.
The municipality of San Bartolomé de Tirajana, home to major resorts like Playa del Inglés and Maspalomas, continues to lead in hotel occupancy. Meanwhile, Mogán – including Puerto Rico and Playa de Mogán – remains a firm favourite among returning tourists, especially families and winter sun seekers.
💶 But They’re Spending Less
Despite the growth in arrivals, average tourist spending is on the decline. According to figures released by the Instituto Canario de Estadística (ISTAC), spending per visitor dropped by 5.7% during the second quarter of 2025 compared to the same period last year.
The average tourist now spends approximately €147 per day, compared to €156 in 2024. For a typical seven-day holiday, that’s nearly €65 less per visitor. On a large scale, this could result in a shortfall of hundreds of millions of euros in local revenue, despite the increased volume of travellers.
Particularly affected are restaurant and bar owners, local craft sellers, and excursion providers, many of whom rely heavily on direct visitor spending rather than pre-packaged services.
🏨 Why the Drop?
There are several possible explanations for this widening gap between footfall and financial return:
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All-Inclusive Travel: A growing number of tourists are choosing all-inclusive hotel deals, where most meals and entertainment are pre-paid. This means less money spent in local businesses outside the resort walls.
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Economic Pressures: With rising costs of living across Europe, many travellers are budgeting more carefully. This is particularly noticeable among younger tourists and families.
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Shorter Stays: Although arrival numbers are up, many visitors are staying fewer nights, resulting in lower cumulative spending per person.
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Alternative Accommodation: The popularity of short-term rentals through platforms like Airbnb continues to grow. While beneficial to some private hosts, it often reduces tourist engagement with traditional hospitality sectors.
🛍️ Impact on Local Economy
The decline in spending is already being felt in southern Gran Canaria, where local businesses report smaller average receipts and more conservative customer behaviour.
“We’re still busy, but people are spending less,” says Carmen Ortega, owner of a small souvenir shop near the promenade in Arguineguín. “Fewer people are buying handmade items. They’re going for the cheapest options or just looking.”
In the restaurant sector, some operators are also seeing changes.
“Many visitors now come to the restaurant for one drink or a shared tapa,” explains Javier Ramos, who runs a beachside bar in Playa de Amadores. “It’s not like before when families would have full meals three times a day.”
🏛️ Regional Strategy Under Review
The Government of the Canary Islands is aware of this paradox and has been discussing the need for a shift toward higher-quality, more sustainable tourism. In a recent statement, the Tourism Department reiterated its commitment to balancing volume with value, focusing on attracting visitors who are more likely to invest in the cultural, culinary, and natural offerings of the islands.
This includes promotion of rural and eco-tourism, cultural heritage routes, and active holidays such as hiking and diving — all of which generally attract higher-spending visitors who value unique local experiences.
However, experts caution that this transition cannot happen overnight and requires collaboration between public authorities, local businesses, and the tourism industry to align offerings and expectations.
🔄 Outlook for the Season Ahead
With the autumn and winter seasons approaching — traditionally strong periods for the Canary Islands due to their mild climate — stakeholders will be watching closely to see if spending figures improve.
The upcoming months will also see a continued push to diversify tourism products, particularly in regions like Mogán and San Bartolomé de Tirajana, where dependence on traditional sun-and-sea tourism remains high.
For now, the islands are facing a familiar challenge: lots of guests, but less income. The focus, increasingly, is on attracting not just more tourists, but the right kind of tourists — those who want to connect with the islands, explore more widely, and contribute meaningfully to the local economy.
