Spain's quiet corners are the new UK holiday hotspots

The map of Spanish holiday spots is being redrawn, but not in the way you might expect. While the headlines focus on the sheer volume of new UK connections, the real story is a quiet pivot towards the lesser known. TUI, Jet2 and easyJet are all betting on the same idea for summer 2027: that the British appetite for sun is still there, but the pressure on the classic hotspots is becoming unsustainable.

This is not just about adding seats to Barcelona or Madrid. It is about opening the door to places that have historically been missed by the package tour crowd, forcing a rethink of where we go when the weather turns grey at home. The industry is moving away from the crowded beach resorts of the past and towards destinations that offer a distinct sense of place and a slower pace of life.

The timing is significant. With anti tourism sentiment rising in parts of the country, the industry is trying to show that it can balance demand with capacity in different areas. The new routes do not just connect us to the beaches we already know. They point towards the island of La Palma, the coastal strip of Almería, and the historic city of Girona. For the UK traveller, this means a wider choice of experiences, from the rugged volcanic landscapes of the Canaries to the quieter rhythms of the Basque Country.

The shift away from the obvious

Jet2holidays is leading this charge with a deliberate focus on expanding its footprint in Spain for the coming summer. The company has already put holidays to the Canary and Balearic Islands on sale, but the more interesting move is the addition of new package options to the Costa de Almería. This is a region that has long been overshadowed by its more famous neighbours, yet it offers a distinct type of holiday.

It is less about the high energy of a resort and more about the slow pace of a coastal town that has not yet been fully defined by the mass tourism machine. La Palma is another standout. Often described as the island of the Canaries that is harder to find on a standard map, it is now getting a dedicated push from the major tour operators. This is a significant development for a destination that is known for its natural beauty and lack of large scale development.

By including these areas in their core offerings, the airlines are effectively telling UK travellers that the best holiday next year might not be the one with the most hotels, but the one with the most space to breathe. This strategy acknowledges that the modern traveller is seeking authenticity and tranquility over the convenience of a well worn tourism infrastructure.

New connections to the edge of the map

easyJet is also expanding its network with a total of 65 beach and city destinations in Spain for 2027. The airline’s new routes are particularly interesting because they connect UK airports to cities that are often skipped in favour of the bigger names. Girona is a prime example. The airline is launching a service from Liverpool to Girona on March 28th 2027, with twice weekly flights on Wednesdays and Sundays.

This is a route that carries around 9,000 seats, a number that suggests a serious commitment to the destination rather than a trial run. There is also a new connection from Gatwick to Girona starting in June 2027, which will operate three times a week on Tuesdays, Wednesdays and Sundays. This service is expected to carry some 8,000 seats in its first year.

The inclusion of Girona is a smart move. It is a city with a rich history and a distinct identity, yet it has often been treated as a gateway to Barcelona rather than a destination in its own right. By making it a direct point of arrival, easyJet is encouraging a different kind of travel, one that values the local character of the place over the convenience of a hub.

The case for the quieter coast

TUI is adding 120 additional hotels in the Canary Islands for next summer, spread across Tenerife, Gran Canaria, Lanzarote, and Fuerteventura. This is a substantial increase in capacity, but it is also a signal of where the demand is heading. The airline is launching several new flight routes, including connections from Gatwick to Seville, Valencia, and Santiago de Compostela.

These are not beach destinations. They are cultural cities with their own distinct appeal, suggesting that the UK market is ready for a more varied Spanish holiday. The expansion of the travel season is another key element. Jet2 is extending its operations into the shoulder months, allowing people to travel in periods that have traditionally been seen as less ideal.

This is a pragmatic move that benefits both the traveller and the destination. By spreading the load over a longer period, the pressure on the peak summer months is reduced, and the quality of the experience is improved. It is a win win that reflects a more mature approach to holiday planning, where the timing of the trip is as important as the destination itself.

What this means for the UK traveller

The most immediate impact is a wider choice of destinations that are less crowded and more authentic. The new routes to Murcia, the Basque Country, and Almería offer a chance to experience a side of Spain that is often missed by the typical package tour. These are areas with a strong sense of place and a slower pace of life, which is exactly what many UK travellers are looking for in a break from the daily grind.

It also means that the cost of travel may be more competitive in these new areas. With more airlines competing for the same market, there is pressure to offer better value. The new routes to Girona and Murcia are a clear example of this, with airlines offering a range of seats to attract customers. For the UK traveller, this is a positive development that gives more options and more value for money.