Where is Spain at today? An interview with James Blick

The national mood, Madrid's makeover, under-explored regions, advice on moving to Spain, and how to be a responsible visitor in 2025.

It’s been a busy few weeks here at La Comunidad - I’ve covered the blackout that brought Spain to a standstill on a manic Monday, the 50th anniversary of the country’s most successful business, and the growing frustration around Spain’s world-class trains.

This week, we have a special guest - someone I’ve long wanted to sit down with to talk about all things Spain: James Blick, founder of Spain Revealed.

If you’ve done any research on YouTube or found yourself scrolling through Spain content on Instagram, chances are you’ve come across James and his wife Yoly.

I wanted to speak with James because of his deep and enduring passion for Spain. Unlike influencers who chase the next shiny object, James is committed to showing every aspect of life here - warts and all.

Life in Spain isn’t always perfect. There’s a generational housing crisis. Over-tourism has hollowed out communities across the country. And politically, Spain remains deeply divided. But James doesn’t shy away from these realities. In his videos, he tackles sensitive issues with honesty, empathy, and an open mind. It’s this balance that makes his work stand out.

James has a family here in Spain and has built two businesses. He has skin in the game. Like many of us who care deeply about this country, he’s invested in contributing to a fairer, more prosperous Spain.

So here is my interview with James Blick of Spain revealed - enjoy!

The tourism gravy train

Number (in millions) of international tourists visiting Spain 2016-2024 (El Pais)

Q: Despite being a traditional tourism powerhouse, Spain continues to post record visitor numbers. Since the Covid-19 pandemic, it has been aggressively closing the gap with France to become the most visited country in the world. 25.6 million tourists visited Spain during the first four months of the year - up 7.1% on 2024. In your view, what are some of the key factors that explain Spain’s continued ability to attract new visitors?

I think it comes down to variety - it really is a country where there’s something for everyone. Sure, plenty of people come for the classic sun and sand, but what keeps many returning is the desire to explore more. Maybe they’ve been to Andalusia but haven’t yet made it to the north, and when they do, it feels like rediscovering the country all over again. There’s this endless sense of discovery here.

It’s also multifactorial. Spain still carries a sense of mystery for many people. France, for example, has been a tourism powerhouse for decades - it’s more familiar. Spain, on the other hand, still feels new or surprising to many. Some visitors might have written it off as just beaches and resorts, but now they’re realising it offers so much more.

The diversity of experiences is huge - from food tourism to historical tourism to nature-based travel. The landscapes change drastically from region to region. The food changes. The weather changes. There’s just a huge range of experiences packed into one country.

On top of that, it’s a welcoming place to visit. Spanish people are generally warm and open, and I hear time and again that visitors feel genuinely well-treated - in restaurants, hotels, wherever they go. That friendliness really shapes Spain’s strong reputation as a destination.

And of course, cost still plays a role. It’s not as cheap as it once was, but for many - especially Americans - it’s still a very cost-effective holiday. You can eat incredibly well, drink amazing wine, take in world-class art and history, and not break the bank. So all of that combined makes Spain an incredibly attractive place to visit, again and again.

Madrid’s momentum

Madrid population growth - capital & surrounding municipalities. Since 2000 the number of foreign residents has increased by 521% (El País)

Q: Madrid has changed significantly since we both arrived - and somehow, to me anyway, it feels like it has become more Madrid. It now stands confidently among Europe’s great cities - what do you think is behind the city’s boom, especially over the past five years?

It’s funny - I actually have a slightly different take. For me, Madrid now feels less like the Madrid I first encountered 14 years ago. Or maybe it just feels like a different Madrid.

Back then, I remember standing in Puerta del Sol - one of the central squares of a European capital - and there was an old-man bar on the corner serving bocadillos and €1.50 coffee. Today, that same spot is a money changer. And that kind of sums it up: the city has changed, especially the historic centre, with tourism and internationalisation increasing dramatically.

When I arrived, Madrid felt very castizo - very traditionally Madrileño. It was a capital city, yes, but it had the feeling of a big village, or a collection of villages, each barrio with its own character. I even remember a junk shop just off Plaza Mayor near Arco de Cuchilleros - unimaginable now.

Madrid was also a bit of a forgotten capital in terms of tourism and international attention. Barcelona was the hot place. When we started Devour Tours - the food tour company I co-founded but no longer run - most people who joined our Madrid tours had just landed, were staying for a night, and were passing through on their way to Andalusia or Barcelona. They’d see the Prado because it was “what you’re supposed to do,” maybe join a food tour, but there wasn’t a strong identity attached to the city in their minds.

I also remember being one of the few content creators focused on Madrid - the scene was mostly in the south or centred around Barcelona.

But over the past 10 years, and especially since COVID, things have shifted. Barcelona has become more saturated and, for many, feels over-touristed - it’s a small city, after all. Madrid, being larger, has absorbed more of that energy. People began looking to Madrid as the more “authentic” or less discovered alternative. And now, ironically, the appeal is no longer just that it’s off the beaten path - people come because it feels like a dynamic, international city.

So there’s been this fascinating evolution: people were once drawn to Madrid because it wasn’t a big global capital in feel - now they’re coming precisely because it is.

The Spain Revealed dream team: James and Yoly

The mood in Spain

Evolution of property prices (buy & rent) in Spain (Source: PWC)

Q: Looking at Spain more broadly, we’ve seen both record-breaking tourism and headlines about it being the best-performing major economy in Europe. At the same time, the country is grappling with a generational housing crisis, growing protests over tourism, and wages that remain low compared to the EU average. What would you say is the mood in Spain right now?

This is such an important question - because you’re absolutely right to point out the disconnect between Spain’s strong economic performance on paper and how that translates into people’s day-to-day lives. And I think, like in many Western countries, the mood really depends on who you ask.

There’s a real generational divide. Many younger people - and by that, I don’t just mean people in their twenties, but anyone under 45 or even 50 - feel like the progress of the past few decades simply isn’t benefitting them. Meanwhile, a lot of older people, especially those who own one or more properties, are doing fine. So there’s this widening gap - not just in wealth, but in how people perceive the country’s future.

One thing this government has done well is raise the minimum wage, trying to distribute wealth more fairly. But that doesn’t erase the deeper, structural issue: the housing crisis. I’d say it’s the single biggest concern facing Spain right now. It’s especially acute for younger people, many of whom have stable jobs but still can’t afford to buy their first home. That creates anxiety not just about their current situation, but about what their lives will look like in ten or twenty years - whether they’ll be able to build a life, have a family, find long-term stability.

When we talk about growing protests over tourism, I think it’s important to recognise that at their core, these are housing protests. People are angry because short-term rentals and speculative real estate practices are making it harder to live in their own cities.

That said, this tension isn’t always visible. Spain is a country where people still enjoy life - they spend time with friends, go to village fiestas, and lean into community. That camaraderie is real, and it provides support for many people struggling. But it can also mask how tough things are beneath the surface.

Personally, I don’t support Airbnb as a business model, and I’m glad the government is cracking down. Homes should be for residents, not tourists. I was also glad to see the Golden Visa program scrapped - the one where buying property for €500,000 could get you residency. I don’t think it was fair or right that someone could effectively buy their way into living here part-time without becoming a tax resident.

But while these changes - ending the Golden Visa and restricting Airbnb - are welcome steps, they feel largely symbolic. They may send the right message, but on their own, they’re a drop in the bucket. They address the optics more than the underlying dynamics, and without broader housing reform, they won’t solve the crisis.

What’s needed is large-scale housing construction - or finding ways to bring the huge number of unoccupied or underused homes back into the market, particularly in places where people actually live and work. Yes, there may be housing in places like Soria, but if there are no jobs there, that doesn’t help the people trying to live in Valencia, Madrid, or Barcelona.

And one more thing that often gets overlooked: Spain needs immigration. According to the Bank of Spain, the country relies on working migrants to pay into the social security system - to keep pensions, healthcare, and the broader welfare state viable. That’s something Spaniards are rightly proud of, but it’s under real strain. So tackling housing isn’t just a matter of fairness - it’s essential for the future of the country.

How to be a responsible visitor

Q: A lot of people who visit Spain regularly are asking how they can continue doing so without contributing to over-tourism or deepening the housing crisis. What ethical travel practices would you recommend for people who want to be more mindful and responsible tourists? And what things have you started doing in recent years?

I think it starts with recognising that two things can be true at the same time: tourism is a net good - it brings money, promotes cultural exchange, and supports livelihoods - but it can also have real negative consequences. Tourists, by nature, use resources and put pressure on local infrastructure and housing. So the goal is to try to keep the balance in check - to ensure the benefits we bring as visitors outweigh the burdens.

One practical way to do that is by spreading our tourism footprint. Rather than staying only in the Gothic Quarter of Barcelona or the historic centre of Seville, we can explore lesser-visited neighbourhoods or nearby towns. That helps ensure our money circulates more widely and supports a broader range of businesses.

And then there’s mindset. Be curious. Be respectful. Show interest in local customs, food, and language. A good example: on a recent trip to Mallorca, my guide Alex pointed out that the problem isn’t just the influx of tourists - it’s also the homogenisation of culture. You’re starting to see the same “Spanish” food everywhere: tapas, paella, and so on, even in places where those dishes aren’t traditionally from. In Mallorca, for instance, paella isn’t local - but there are incredible local rice dishes that are starting to disappear.

So seek out what’s really local. Ask: “What do people from here eat?” And support the places that are preserving that unique identity. That kind of curiosity can go a long way in protecting cultural diversity. Another way to think about this is by reconsidering when we travel. We often choose the off-season or shoulder season because it’s cheaper or less crowded - which is fair. But it can also be a way to better support the kinds of year-round, locally run businesses that rely heavily on tourism -restaurants, small hotels, shops. Visiting during quieter months helps those places stay afloat when things slow down, allowing them to employ staff year-round and avoid the boom-and-bust cycles that make tourism feel extractive rather than sustainable.

On the resource side, housing is obviously the biggest issue. As I've said, I’m against the Airbnb model when it removes homes from the residential market. When my family travels, we try to stay in hotels or aparthotels. It’s not a perfect solution - they can be more expensive, and if demand increases, more hotels will be built - but at least they’re subject to municipal regulations and zoning.

There’s also the smaller stuff. When we’re on holiday, we tend to opt out of the habits we follow at home - like recycling, reducing plastic, or being mindful about energy use. But we shouldn’t. Ask your accommodation where to put the glass and plastic. If you’re in an Airbnb, let the host know you expect proper waste management. Those small actions matter too.

Ultimately, Spain is incredibly popular, and that popularity isn’t slowing down. So the country itself needs to manage supply and demand - how many beds are available, how many airline routes are flying in, and so on. But those decisions have consequences too. Capping the number of tourists could mean higher prices, which makes travel less accessible. That’s a complex issue, and I don’t pretend to have the answer.

But on the individual level, maybe we need to accept a bit more friction in our vacations. We tend to chase a frictionless experience when we travel - everything easy, smooth, seamless. But maybe that’s part of the problem. Maybe a more mindful trip involves a little more effort - whether it’s sorting your recycling, learning a few words of the local language, or just being a bit more conscious about how interact with the destination. That friction, in the end, might be a feature, not a bug.

In terms of what I’ve been doing personally, one of the big things has been avoiding Airbnb as accommodation wherever possible. I’ve also been trying to be more conscious in general - eating hyper-locally, sticking to everyday habits like recycling that I’d follow at home, and just paying more attention to the impact that my choices can have when I travel.

I’m certainly not trying to present myself as some kind of model tourist. When you’re working, or travelling with young kids, things get messy - and the reality is, nobody heads off on holiday hoping the experience will be full of friction. Convenience often wins.

But I do think it matters to approach travel with a bit of humility and an effort to understand how it affects the people who live in these places year-round. It’s entirely possible for someone to earn a living from tourism, even depend on it, and at the same time be deeply concerned about some of its negative consequences - especially when it’s poorly managed or allowed to grow unchecked.

I’ve seen the throwaway comments online - “We’ll just go to Turkey then,” or “Spain will regret it when the tourists stop coming” - and honestly, if that’s your view, maybe this isn’t the country for you.

But if you’re someone who genuinely values Spain, who’s curious about it and wants to engage more deeply, then starting with empathy for the people raising concerns is a good first step. That awareness alone can shape better decisions when we travel. And that, in itself, is meaningful.

Under-explored Spain

Q: If tourism is going to become more sustainable, we need to spread visitors across the country, rather than concentrating them in coastal areas and Madrid. You know better than anyone that there are huge rewards for travellers who venture off the beaten path in Spain. What under-visited cities or regions would you recommend making the effort to explore?

When I think about where to go for a more off-the-beaten-path experience in Spain, the truth is: the minute you step off the main train lines or highways, the country opens up into a whole other world of incredible - and often overlooked - places.

We recently filmed a video in eastern Asturias, and it’s a great example. The region as a whole is becoming more popular, but there are still plenty of quiet corners. We went deep into the Picos de Europa mountains with a local guide and didn’t see another soul. He took me to shepherds’ huts, showed me how they make cheese - it was immersive, local, and unforgettable.

Another region I love is Extremadura. It’s harder to get to - train connections aren’t great - but that’s part of what keeps it under the radar. Cáceres is one of the most historic cities in Spain, with a beautifully preserved medieval core (and some Game of Thrones filming locations for good measure). Nearby, the La Vera Valley, known for its smoky paprika, is full of gorgeous villages with hardly any international visitors.

Then there’s Castilla y León. My wife and I recently drove through the Sierra de Francia, a stunning area filled with villages that feel frozen in time - like La Alberca, which is jaw-droppingly picturesque.

You will see national tourism in these places, but very little international tourism. Often you’ll need to rent a car, and that alone adds a bit of “friction” to the trip - fewer English speakers, simpler accommodations, longer travel times. But I think that’s part of the reward. You get a much deeper, more memorable experience.

And I’d also say that even in major tourist cities - like Barcelona, for example - there are still ways to have much richer, more local experiences. I recently made a video where we explored a few fantastic tapas bars tucked away in residential neighborhoods well outside the usual tourist zones. The food was exceptional - proper Catalan cuisine - and the vibe was totally different from what you’d find around the Gothic Quarter. You’ll need to do a little more research, and yes, there may be a bit more friction in the experience, but I promise: it’ll be more memorable and more rewarding.

Moving to Spain - where to start

Q: With Donald Trump’s return and the immediate impact of his policies, many Americans are once again thinking seriously about relocating to Europe. For those considering a move to Spain, what should they consider during the planning phase - things like visas, where to live, health insurance? And could you also tell us a bit about your Masterclass, which seems like a perfect resource for people in that situation?

There are six key areas I always suggest people think through when planning a move to Spain. And for some of them, the order really matters.

If you’re looking for a deeper dive, I also put together a 50-minute video all about how to move to Spain, covering key steps, common pitfalls, and how to approach the process clearly and calmly. You can watch it here: Watch the video

First, I always emphasize vision. What do you want your real life in Spain to look like? Not your fantasy or dream life - but your ideal, grounded life. I encourage people to picture something as specific as a rainy Tuesday afternoon: what are you actually doing? The clearer your picture of that day-to-day reality, the better decisions you’ll make when it comes to things like visas, money, and location.

The next two are immigration and finances. Immigration is about your legal route into Spain - do you need a visa, and if so, does it allow you to live the life you want? If you plan to work, for example, you’ll need a visa that allows that. And finances means getting really honest about how much it’s going to cost to live your version of a good life in Spain. That includes budgeting, but also understanding the tax implications - especially for Americans, who will remain U.S. tax residents even after moving abroad. Thanks to the U.S.-Spain tax treaty, you likely won’t pay double tax, but you may pay more than you’re used to. That needs to be weighed against Spain’s lower cost of living.

Then there’s location. Where you choose to live can have a massive impact on your happiness. Some people thrive in the north with cooler weather and more rain. Others need the Mediterranean sun. The key is to do your research - ideally both online and through scouting trips.

Healthcare is another big one, especially if you have existing health conditions. Many visa types require private health insurance, so it’s important to speak with a broker early and make sure your coverage will meet both your personal needs and the visa requirements.

Finally, there’s housing. Will you rent or buy - or rent first, then buy? I usually recommend renting for at least a year to test the waters. The rental market in popular areas can be competitive, so understanding how it works ahead of time really helps.

These are the kinds of topics I cover in my Move to Spain Masterclass. It’s an eight-week course I run twice a year that helps people move here smoothly, confidently, and with as little stress as possible. Beyond the essentials - visas, money, housing, healthcare - we also get into the logistics of the move, like shipping and setup, and how to actually live here once you arrive. There’s a whole module on thriving in Spain: building community, integrating into Spanish life, and learning the language in a way that actually works for long-term living.

The course is built around what I call the Spain Move Formula, which has three main pillars:

1. Step-by-Step Learning – Clear, structured lessons so you always know what to do next.
   

2. Expert Guidance – Live sessions with immigration lawyers, tax pros, relocation experts, and more.
   

3. Community Support – A tight-knit group of fellow movers and alumni to lean on and learn from.
   

I’ve run this 11 times now - 11 cohorts and hundreds of people in the alumni community - and I’m really proud of what it’s grown into. If people are curious to learn more, they can head to www.movetospainmasterclass.com.

A huge thanks to James for taking the time to share his thoughts and advice!

Dont forget to follow him on Instagram and subscribe to his channel over on YouTube.

Coming soon: La Comunidad mailbag #4

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Until next time amigos,

Brendan