Latest data: March 2025 | Frequency: Monthly | Last Update: April 2025

SEGITTUR performs a series of Active Listening processes based on monitoring the searches made on Google and the posts published on social networks and digital media

Monitoring information published on the Internet is a fundamental part of the tourism sector’s digital strategy. Active Listening allows us to assess the overall degree of interest of potential tourists in Spain as a destination, as well as the activity and impact of news, posts and comments made on these platforms through posts on social networks, articles in digital media, comments on forums, blogs, etc.

Tracking tourist searches on the Internet

The online searches related to tourism in Spain can be monitored with Google Trends and Destination Insights with Google, which analyse the Google search results.

Below is a comparison of web searches for Spain as a country in the search engine. The results are monitored at the global level, filtering the searches by "Travel" category in Google Trends. The chart below shows the annual trends for the years 2025, 2024, 2023 and 2022.

The map below shows the year with the highest volume of searches for information on travelling to Spain in each country. By default, data is only displayed for countries where search volume is not low. You can also include these countries by clicking on the option below the map.

Top searches

The data available in Google Trends can be used to identify queries related to the searches to monitor. The charts below show the most popular related queries and identify the related searches that have grown the most in relation to the search for Spain as a country in the "Travel" category and to four general searches about tourism in Spain with high search volume: "Travel Spain" and "Holidays Spain".

The data is updated monthly with data from the previous calendar month.

Monthly search reports

You can check the monthly active listening reports at the end of this page. You can download the reports that include monthly tracking of tourist searches below as well:

2025: Jan | Feb | Mar | Apr
2024: Nov | Dec

Active listening on social networks and media

Latest data: June 2024 | Frequency: Monthly | Last Update: July 2024

INFORMATION NOTES:

• The dashboard data on which the reports are based are a sample of the information published on online media and social networks within the period of time indicated. Internet publications are filtered to select mentions that include terms related to tourism and destinations in Spain.
• It should be remembered that the data shown on the dashboard are constantly changing, as SEGITTUR regularly updates and refines Internet searches to improve the results obtained. The dashboard information captures these search results, and the reports are drafted using a selection of the most relevant results chosen by the analysts who evaluate, classify and interpret each mention in order to compile the report.
• There may be variations in the statistical data after January 2024 due to a change in the methodology of the search tool and in relation to the selection of tourism-related news and posts.
• Mention: each news item, article, post or comment published on the internet is considered a "hit". The algorithm used by SEGITTUR performs different types of internet searches to locate mentions relating to tourism in Spain. The classification of mentions in terms of age, gender or sentiment is based on estimates, and the data displayed in the dashboard are the direct result of the use of specialised algorithms that evaluate all the mentions found in each search. These results are analysed and interpreted by analysts in the monthly reports.

The studies carried out and reports written in this section refer to tourism in Spain, taking into consideration publications and posts made in this country in Spanish, Catalan, Galician and Basque. The analysis focuses primarily on intention to travel, and on perceptions of safety and security. However, all search results obtained are taken into account, to highlight any other relevant tourism-related topic that might come up.

The reporting service remained inactive between August and November 2023.

How can we build an index to measure opinion? We share as an example a use case with the methodology for generating a sentiment index from digital listening data developed by SEGITTUR.

Access to reports below. You can locate a publication by keywords or by date.