The Spanish tourist office in London has said for British people Spain is like a "home away from home".
To keep attracting Britons to the country, the travel experts in Spain have stayed true to their marketing plans first devised in 2005.
The country is so popular with both tourists and expatriates almost 90 per cent of its British visitors who arrived in 2008 had been there before, Carmen Hernandez, market analyst at the Spanish tourist office in London explained.
Spain’s ‘Smile! You’re in Spain’ campaign was designed to keep the brand Spain firmly in the mind of visitors, but thanks to the recession the country’s promotion efforts have changed somewhat, she said.
Brits in Spain feel "safe and secure" can "drive on safe roads" and "the links between both countries are undeniable and strong", Ms Hernandez noted.
However, according to Co-operative travel, bookings to Spain are down this year, despite more young people opting to go to Ibiza and Majorca than in 2008.