France has long been a magnet for global travelers, famed for its mosaic of charming countryside villages, glamorous coastal towns, and culturally rich cities. With its year-round appeal and easy accessibility, it’s no wonder a 2023 GlobalData report predicted France would claim the title of the world’s most visited country by 2025, with an anticipated 93.7 million international tourists arriving annually.

Yet, that reign may be short-lived.

According to a joint study titled ‘NextGen Travelers and Destinations’ by Google and Deloitte, another European hotspot is gearing up to outshine France by 2040: Spain.

Now sitting comfortably in second place, Spain is already a household name among sun-seekers and food lovers. From its golden beaches to its family-friendly resorts and vibrant culinary scene, Spain has something for every kind of traveler. The new report forecasts the country will attract a staggering 110 million visitors each year by 2040, outpacing France, which is expected to welcome 105 million, and the United States with 100 million.

Photo: unsplash.com/@royalfound

It’s easy to see the draw. Spain boasts an enviable climate, with around 300 days of sunshine each year. This sun-drenched destination is a favorite among British tourists, who can take advantage of low-cost airfare and quick travel times to soak up the rays. Summer temperatures often soar into the high 30s Celsius, while even winter offers plenty of sunny days.

If this forecast holds, it would mark an impressive 24% rise from 2023, when Spain welcomed a record 84 million visitors — a figure that has spurred a surge in new hospitality ventures, including restaurants, bars, and hotels across the country.

Photo: unsplash.com/@jorgefdezsalas

This upward trend is already visible. In March of this year alone, 6.3 million international tourists arrived in Spain — a 21% jump from the same month in 2023, according to the National Statistics Institute (INE). March also saw record-breaking tourism revenue, with foreign visitors spending nearly €8.65 billion (approximately £7.3 billion), representing an almost 30% year-over-year increase.

Despite Spain’s meteoric rise, France still holds the crown, at least for now. As Hannah Free, Travel & Tourism Analyst at GlobalData, explains: “Alongside Italy and Spain, France plays a major role in Western Europe's tourism boom. It's a beloved destination not just for neighboring European countries, such as the UK, Germany, and Belgium, but also for long-haul travelers from the U.S. and China. France continues to be one of the top picks for American tourists visiting Western Europe.”