Asturias ranks Spain's 2nd best-valued tourist destination with 7.5/10, improving four tenths in one year

Asturias has solidified its position among Spain's best-valued tourist destinations, according to the latest edition of the Tourism Perception Barometer.

The Principality's score has improved by four tenths over the past year, from 7.1 to 7.5 out of 10 — placing it second only to Extremadura (7.7).

More than two points above the Spanish average of 5.4, the region's performance reflects a broader trend: the north is rising, while Mediterranean destinations are falling.

The Tourism Perception Barometer, prepared by the consultancy LLYC, studies the reputation of different destinations based on digital conversation. For this latest edition, nearly 27,500 messages related to Asturias published on social media, digital media and specialised forums were analysed over twelve months. For Spain as a whole, the study covers almost 1.2 million messages. The results place Asturias in the highest tier of the national ranking, with only Extremadura (7.7) achieving a higher score, while Aragón ties with Asturias at 7.5.

The analysis highlights nature, cultural heritage and gastronomy as some of Asturias' main assets. The region also appears as a "climate refuge" — an image linked to its temperatures and natural environment — while its commitment to a sustainable tourism model and campaigns such as "Respeturismo" are positively valued. However, the good position does not prevent warning signs from appearing: complaints about the state of infrastructure and connectivity deficits, as well as controversy around the future tourist tax, are among the aspects that generate a more negative perception. The report particularly highlights the increase in criticism related to the saturation of some destinations and the growth of tourist apartments.

The regions of the north and the interior maintain a better reputation thanks fundamentally to their cultural and nature offering and the perception that they offer a "unique experience."

The behaviour of Asturias coincides with a general trend that favours the communities of the north and the interior of the Peninsula. After Extremadura, Asturias and Aragón, the ranking places Navarre and Murcia (both 7.2), Castilla-La Mancha (6.9), Cantabria (6.8), La Rioja (6.7), Castilla y León (6.6) and Galicia (6.2). At the opposite end are several of the large tourist communities on the Mediterranean coast: the Valencian Community continues below passing grade with 4.9, as does Catalonia with 4.3, and Andalusia closes the ranking with 4.1. Madrid, the Canary Islands, the Basque Country and the Balearic Islands all managed to exceed the five-point threshold.

The barometer, which is updated quarterly, does not measure the number of visitors or their degree of satisfaction through surveys, but rather the perception that tourism generates in digital conversation — an indicator with which the consultancy aims to detect changes of opinion and possible risks for destinations, as well as monitor their evolution over time. According to the LLYC analysis, the weight of issues such as tourist saturation, its effects on housing prices, infrastructure and transport problems, and the discontent of part of the resident population weighs heavily on the large urban and Mediterranean destinations.

This perception data is not merely a marketing indicator. For international buyers, the reputation of a destination is a key factor in investment decisions. Asturias' improved score, its image as a "climate refuge" and its commitment to sustainable tourism align precisely with the preferences of discerning international buyers seeking quality of life, authenticity and an alternative to saturated Mediterranean destinations. InasTour, acting exclusively as a buyer's agent, leverages this positive perception to connect international clients with properties in a region whose reputation is on the rise.

The LLYC Tourism Perception Barometer confirms what the data has been suggesting: Asturias is not only a popular destination but a highly valued one. The region's score of 7.5 — second only to Extremadura — reflects a combination of factors that are increasingly rare: natural beauty, cultural depth and an environment that feels both authentic and sustainable. The contrast with the Mediterranean coast, where destinations struggle to reach passing grades, highlights a structural shift in how Spain is perceived. For international buyers, this perception is a signal: the north is not only rising — it is being recognised as a destination of quality.