In an economic climate marked by uncertainty and stagnation in several major economies, Spain stands out for its solid growth and dynamism. In 2024, Spanish GDP increased by 3.2%, outperforming the eurozone average and leaving Germany, France and Italy behind. For 2025, the International Monetary Fund forecasts for Spain predict a growth of 2.5% – three times the European Union average.
This outstanding performance is not a coincidence, but the result of a combination of structural and economic factors that have made Spain fertile ground for economic development. As a result, brands looking to grow in this challenging year should consider the Spanish market as a key destination for their EMEA investments in communication.
The keys to Spain’s growth
Spain is consolidating its position as Europe’s economic “locomotive” thanks to a number of factors. Domestic demand is driven by an unemployment rate of 10.6% (the lowest since 2008) and population growth to 49 million inhabitants (the fourth largest market in Europe in terms of demographic weight) due to migration flows.
Other key factors are the country’s leadership in renewable energy – source of 56.8% of the electricity produced in Spain in 2024 – and a historic year for tourism, with 94 million international visitors. In addition, the €79.85 billion received from the EU’s Next Generation Plan has accelerated the modernisation of infrastructure such as the high-speed train network, which is the second largest in the world after China.
Which sectors offer opportunities?
While the current momentum is benefiting the economy in general, the following investment markets in Spain offer particularly interesting growth opportunities.
Fintech: 70% of the Spanish population uses digital banking services, above the EU average. Financial services, digital payments and cryptocurrency platforms have a market in Spain that is receptive to innovation. One example is Bizum, which has made the country the European leader in instant money transfers.
Greentech: In addition to being a leader in renewables, Spain is a market with great potential for energy transition and decarbonisation projects. The National Integrated Energy and Climate Plan (PNIEC) plans to invest €308 billion in energy efficiency, energy storage and smart grids by 2030.
Real Estate: Spain will need to build or renovate 500,000 homes per year by 2040. This is an opportunity for property management, sustainable construction, energy efficiency and automation companies, as well as rental and purchase platforms.
Hospitality: apart from being the second most visited country by tourists, Spain hosts international events such as the Mobile World Congress and the FITUR trade fair, not to mention the World Cup in 2030, which it is organising with Portugal and France. Hospitality, catering, travel and events are some of the sectors that offer opportunities in this area.
E-Mobility: although Spain still ranks behind the rest of Europe in electric car sales, the number of charging points increased by 33% last year. It is also a leader in the use of personal mobility vehicles and has an efficient public transport network.
E-commerce: digital commerce grew by 12.8% in 2024. The success of delivery platforms such as Glovo, Uber Eats or Too Good To Go, which are revolutionising Spanish consumers’ food preferences, is particularly noteworthy.
What will brands investing in Spain find?
Spain is a dynamic market full of opportunities for brands looking to strengthen their presence in the European Union in 2025. For starters, it offers a vibrant business ecosystem, with financial and entrepreneurial hubs in Madrid and Barcelona, supported by policies that encourage innovation and sustainability.
The country also has a skilled workforce, especially in fields such as technology, engineering, and healthcare. Spanish society is known for being open and tolerant, making it easier to integrate the nearly seven million foreign residents – primarily from Latin America, Europe, and North Africa.
Although languages are still an unresolved issue for many Spaniards, 50% of young people speak English. It should not be forgotten that Spanish is the third most spoken language in the world, after English and Chinese. It is also important to be sensitive to the co-official languages (Catalan, Basque and Galician), which are present in 30% of the national territory.
In summary, Spain is emerging as a strategic investment market, driven by its stability, economic growth and diversity, making it a destination of great interest for sectors such as technology, renewable energy, mobility and tourism.
If you would like to find out more about these opportunities and how to connect with spanish audiences, please do not hesitate to contact us. You can also download our full guide to the Iberian market here: One peninsula, two countries, multiple audiences.
In which sector do you see more opportunities in Spain? Comment on social media!
Deborah Gray is Founder and CEO
