Tour operators are resorting to offers and discounts due to a slowdown in summer bookings in recent weeks due to the uncertain situation caused by the war in the Middle East, although, in general terms, forecasts for the summer season are "positive".
The market "maintains solid demand" and the main holiday destinations show booking levels similar to or slightly higher than those of 2025, César Gutiérrez, president of the Union of Travel Agencies (UNAV), told EFE.
In his opinion, the destinations with the best prospects are, in general, domestic ones, especially coasts and islands; and, internationally, the Caribbean, European capitals and tours, the United States, Canada, and emerging markets such as Slovenia, Albania, or Turkey.
However, he observes "more prudent behavior" from consumers, with greater price sensitivity and a growing tendency to delay purchasing decisions.
Although early sales started with good expectations, in recent weeks there has been a certain slowdown in bookings, especially in some European source markets, "which is favoring a greater weight of commercial campaigns and last-minute promotions," he added.
This intensification of promotional activity by agencies, tour operators, and tourism distribution groups seeks to "stimulate demand and ensure high occupancy for the central summer months," although the situation is very heterogeneous depending on destinations, dates, and products, he specified.
Price adjustments in some specific cases
In some sun and beach destinations, he warns of price adjustments compared to the exceptionally high levels reached in recent years.
"This does not necessarily mean a generalized drop in prices, but rather the appearance of discounts, early booking advantages, and specific offers in certain destinations and holiday packages," he clarified.
Santiago Vallejo, vice president of the Mesa del Turismo, also told EFE that they expect a good summer, in which "we will surely almost break last year's record, but above all with foreign tourists."
According to their data, international markets are performing "quite well", with growth from England (5%), Germany, France, Portugal, Italy, and the Netherlands, but "there is a slowdown in bookings because, in the current geopolitical context, people are waiting to see what happens".
There are operators who have programs for foreign destinations such as the Caribbean, which have their risks and guarantees in airplanes, which they must fill, so they are making offers in the national outbound market not only for Spain but also for the rest of the world.
However, he indicates, the tourist who arrives in Spain already comes with their package purchased at origin and does not need any type of offer.
For the president of the Spanish Confederation of Travel Agencies (Ceav), Carlos Garrido, bookings are behaving very similarly to those of 2025.
Travel agencies "are not experiencing any price variation in national tourism because demand is behaving quite well", choosing trips both national (coasts and islands) and medium-distance "in very similar terms to 2025, which was a record year", he assured EFE.
"We are very attentive to last-minute bookings, which we believe will also perform quite well this year, according to our forecasts," he considered.
Discounts on sun and beach destinations
Tour operators such as Soltour and Viajes El Corte Inglés, among others, have reinforced their programming for the summer season with 'Last Minute' promotional campaigns, which will remain active throughout the summer, and 'Special Days', to encourage bookings during the month of June, respectively.
Soltour includes in its campaign Caribbean destinations such as the Dominican Republic and Mexico; emerging destinations such as Albania, Montenegro, Slovenia, and Cape Verde; as well as national offerings in the Canary Islands and Balearic Islands; and, in addition to package deals, offers special discounts for Hotel Only.
Among the proposals included in 'Special Days' are sun and beach destinations with discounts of 10% on the peninsular coast such as the Andalusian, Mediterranean, or Catalan coast, as well as packages to both archipelagos that combine flight and hotel.
Cruises continue with favorable prospects
Regarding cruises, while Vallejo points to a slight drop in sales due to recent outbreaks of hantavirus and gastroenteritis, from which the sector has not yet recovered and resorts to offers, Gutiérrez states that reservations "maintain a very dynamic behavior".
The prospects are "especially favorable" and the sector foresees a new record given the strong demand for itineraries through the Mediterranean, Greek islands, Northern Europe, and the Caribbean, according to Gutiérrez.
Cruises, in his opinion, continue to be perceived by many travelers as an option with an excellent quality-price ratio.
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