Trump's effect is already visible in US-Spain tourism
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Donald Trump's trade policy and diplomatic tensions with Spain have forcefully entered the travel industry agenda. This is no background noise: concrete data already shows a shift in tourism flows between the United States and Europe, making this the dominant topic at fairs like ITB Berlin and WTM London.
Trump threatened to impose tariffs on Spanish products in retaliation for what he considers unfair barriers to US tourism in Spain, as reported by Preferente. Although the measure has not yet materialized, the mere announcement creates uncertainty for airlines operating transatlantic routes and hotels reliant on North American travelers.
Meanwhile, the State Department issued travel advisories for Spain citing "political tensions", leading some US tour operators to reroute packages to alternative destinations like Portugal or Italy. According to The Guardian, flight bookings from the US to Spain dropped 8% in February compared to last year.
notitur.comIt is not just Americans changing habits. The exchange of trade threats has led many Spanish travelers to reconsider visiting the United States. Data from Hosteltur shows that flight searches to cities like New York or Miami have declined 12% in March. Low-cost airlines and OTAsOTAAn online travel agency is a channel that sells accommodation and travel online in exchange for a commission. Booking.com and Expedia are the biggest. They bring volume and visibility, but charge commissions that eat... are already adjusting their marketing campaigns to redirect demand toward the Caribbean and Southeast Asia.
Revenue Managers at Spanish hotel chains with high exposure to the US market are adjusting rates and channels. Some have started reducing their dependence on US OTAs (Booking Holdings, Expedia) and strengthening agreements with European and Asian wholesalersMayoristaA wholesaler or bedbank buys rooms at a net rate and resells them to agencies, tour operators and other OTAs worldwide. It gives reach into distant markets, but it is a classic source of disparity when those rates end.... Political uncertainty forces more aggressive dynamic pricingDynamic pricingDynamic pricing adjusts rates in real time based on demand, competition, lead time and other factors. Instead of a fixed price, the hotel goes up when pressure is high and down when supply is loose. It is the foundati... models and flexible cancellation clauses.
This is not a passing panic. Tariff threats and travel advisories are political tools that can reshape tourism flows in months. Industry professionals must monitor news, diversify markets and prepare contingency scenarios. Fairs like FITUR and WTM will be the thermometer to gauge whether this tension cools down or becomes a new normal.
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