British Tourists Are Ditching Spain – Is the Algarve the New Number One?

Spain is losing ground as the favourite holiday destination among British travellers. Once inseparable, Brits and Spain now seem to be drifting apart. According to research by Virgin Media O2, the number of British visitors to Spain has dropped by 9% compared to 2024.

The main reasons? Skyrocketing prices, tourist taxes, and rising anti-tourism protests in Spanish hotspots. For the Algarve, this could be a golden opportunity.

Why Brits Are Turning Away from Spain

For decades, Spain was the go-to destination for British sunseekers. From Mallorca and Ibiza to Barcelona and the Costa del Sol, Brits were everywhere. But things are changing:

• Soaring prices: eating out and drinks in Spain have become painfully expensive. “Ten euros for a gin-tonic and twelve for a glass of wine – never again,” a British tourist told The Mirror.
• Tourist taxes: especially on the Canary Islands, extra charges are making people reconsider.
• Anti-tourism protests: images of demonstrations in Barcelona, Málaga and Madrid don’t exactly scream “holiday vibes.”

The result? Brits are exploring other destinations.

Where Are They Going Instead?

The data shows a clear shift:

• Greece (25%) – sun, islands, and endless blue.
• Italy (23%) – food, culture, and la dolce vita.
• United States (17%) – now more popular than France.
• Thailand, Canada, Australia – adventurous long-haul options.

But closer to home, Portugal – and especially the Algarve – is emerging as a serious alternative.

The Algarve Advantage

The Algarve ticks many of the same boxes as Spain but with extra perks that matter right now:

• Better value for money: dining out and local wines are still affordable compared to Barcelona or Mallorca.
• No anti-tourism anger: protests against visitors are simply not part of the Algarve experience.
• Welcoming atmosphere: the Portuguese are known for their hospitality.
• Diversity: stunning beaches, golf courses, luxury resorts, authentic towns, and untouched nature.

For Brits who want sunshine and relaxation without the inflated costs or negative headlines, the Algarve is a natural choice.

Shoulder Season on the Rise

Another trend works in the Algarve’s favour: September and October travel. Brits increasingly choose these months to avoid extreme heat, high prices, and crowds. The Algarve shines in this period – warm enough for the beach, yet calm enough to explore Faro, Tavira or Lagos at leisure.

Spain Still Big, But Slipping

Let’s be clear: Spain remains huge, with over 18 million British visitors in 2024. But the shift is undeniable – today’s travellers are more conscious of value, atmosphere, and authenticity. And that’s where the Algarve is stepping in.

Conclusion: Algarve Ready to Take Over

Spain’s dominance is no longer guaranteed. With rising costs and social unrest, its golden image is fading. Meanwhile, the Algarve offers sunshine, hospitality, authenticity and better value – all without the chaos.

👉 The question is not if Brits will swap the Costa del Sol for the Algarve, but when.