Spain Syndrome: a new wave of travel disappointments

Paris Syndrome was first, the shock that some tourists experienced when they discovered the City of Light to be loud, rushed or indifferent to the baguette dreams of their visitors. Spain is causing similar murmurs in 2025. Spain has broken records, and sometimes expectations. With 100 million tourists expected to visit this year, Spain is a record-breaker. Online, through reviews, vlogs and TikTok, we are seeing a new cultural contradiction. Booking a flight is not always what people expect. The streets of Madrid, beaches in Barcelona or rhythms of Seville are often different from the images they have. 

The visitors came to Spain for Paella, Palm Trees and Peace, but were confused by the smoky terraces and late-night meals, as well as heat waves and siestas. Welcome to Spain Syndrome. It’s the sun-drenched cousin (and spicier) of Paris Syndrome. It’s not a meltdown, but a mismatch. We don’t ask the right questions: What are we expecting when we travel and what happens if a country doesn’t deliver? 

Spain is booming but not everyone is smiling. 

On paper, Spain has a booming tourism industry.

•  Spain is expected to receive nearly 100 millions tourists by 2025. That puts Spain among the top travel destinations in the world. 
• The economic impact is over €260 billion according to the World Travel & Tourism Council, a 4.7% increase from last year. 
• This is a win for airlines, hotels, restaurants, and local economies ranging from Mallorca to Málaga. 

Spain is a destination that offers everything a traveller from around the world could want: 

• There are more than 50 UNESCO World Heritage Sites
• Enjoy postcard-perfect beaches with Mediterranean warmth 
• The cost of living in France and Italy is comparable.

There is a twist, however: The numbers don’t tell the whole story. In the midst of record arrivals is a trend that’s not visible in the GDP. Some tourists express their discomfort in a variety of ways, from social media to TripAdvisor reviews and Google reviews. They experienced something more complex and real. It was a paradox between conflicting perspectives of reality and perception. 

What is Spain Syndrome? And how did Paris start it?

In the 1980s Japanese psychologists coined this term. Paris Syndrome ” describes the emotional crash some tourists experience. Especially those who are from East Asian nations. The experience of emotions can be a sign of anxiety, confusion and even hallucinations. Under fluorescent lights, the City of Light that they had imagined was a bit harsh. 

You get the feeling that what you were sold doesn’t match up with what you found. Tourists vented their confusion online: Why does everything close at noon, and why are people smoking on the terrace? And dinner is only at 10 pm. Spain is not at fault. It’s just that the time difference between Spain and other countries has caused a problem. Fantasy and Function Like the Paris Syndrome it tells you more about your travel style than where you go. 

Culture clash expectations 

The rhythm of everyday life in Spain is the first thing that frustrates many visitors. Consider the Spanish siesta. In the afternoons, shops and cafes close. Tourists who wish to walk, shop and snack at peak daylight hours are often disappointed. It’s not just a laziness that is seen by outsiders, but a cultural and climate adaptation to a slower life.

In Madrid or Seville, 8:30 pm is considered an early dinner time. As they are used the long working day and late sunsets, most locals will eat at around 10pm. This delay can be a nightmare for Brits with young children or Americans who are jet-lagged.

Add to this the Spanish who are known for being expressive. The pace is slow and relaxed. Service is unhurried. Schedules are adapted to conversations, not the clock. The reality in Spain is not as you might expect.

Locals speak out against overtourism 

Spain faces a crisis of fatigue among its residents, not only in terms of the visitor experience. Signs are everywhere: in Barcelona, Canary Islands, Mallorca and other places, “Tourists leave” is written all over the walls, floors and banners on the beaches. The protesters are not against tourism in its entirety; they only oppose the unchecked size of it. 

Over 60% of Spain’s tourists cluster in only three regions. This drives up prices and strains the public services. It also transforms neighbourhoods into Airbnb rentals and open-air hotels.

• BarcelonaSome bars have stopped serving the locals in the Gothic Quarter.
• PalmaResidents are no longer able to afford renting homes in the city they live in.

Paris, Venice Amsterdam, and Lisbon are not the only cities that have experienced similar pressures. In Spain, however, the cultural identity of regional Catalans, Basques, and Canarians is deeply ingrained, making friction feel especially personal. 

Ironically, tourists are often disillusioned with Spain and don’t realise that the locals also feel this way. 

Travel advice: Do not only go to Barcelona

Two years ago, skipping Paris in favor of Lyon was considered an adventurous move. Today, travel journalists and influencers are saying the same thing. Instead of Madrid and Barcelona, head to 

• Toledo 
• Cádiz
• Murcia
• Segovia

This article focuses on the best travel advice to help you discover Spain as it really is. Supporting smaller businesses You can escape the crowds and live like a local in towns. These destinations are beautiful, affordable and welcoming. 

When a trip doesn’t go according to plan, it is easy to blame the destination. Spain Syndrome is similar to its Parisian cousin in that it reveals more of us when we travel. Spain is not failing. It is simply not living up to the fantasy that is exported by tapas bars and filtered Instagram videos in London.

Spain is loud, unlayered and unapologetically itself, from the late dinners to the midday shutdowns. This may be what causes the discomfort. It is authentic culture. In the end, Spain Syndrome isn’t something to fix. It is a reflection that asks: Do you want comfort when you travel or do you want connection?

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