Monday, July 28, 2025
Brihuega, Spain’s Brihuega is an attractive small town in the province of Guadalajara, local for its 1,000 hectares of spectacular fields of lavender. These purple carpets have turned into a travel hotspot for tourists, specifically those wanting to snap a photo of the flowers to show off to their friends on Instagram. Although the lavender fields have been a boost to the town’s economy, the increase in tourism comes with obstacles that the town has to navigate.
Surge in Popularity and Economic Benefits
Over the past decade, Brihuega has seen a substantial rise in visitor numbers, especially during the blooming season in July. In 2023, more than 100,000 people visited the lavender fields in just one month, contributing millions of euros to the local economy. The influx of tourists has also played a role in combating depopulation, with the town’s population growing by 24% in recent years.
However, this influx of visitors has placed significant strain on the town’s infrastructure, especially during the weekends when the crowds are at their peak.
Overcrowding and Strain on Local Infrastructure
Brihuega’s narrow streets, which are part of its historical charm, were not built to accommodate large crowds. As the lavender fields continue to draw more tourists, issues such as gridlocked streets, parking problems, and overwhelmed local services have become more apparent. With just under 3,000 residents, the town’s infrastructure has struggled to cope with the growing number of visitors.
Impact on Tourism: Overcrowding has made it difficult for both locals and tourists to fully enjoy the experience. Tourists face long waits for parking and find it challenging to move freely around the town. Local businesses and residents also feel the impact as daily life is disrupted by the overwhelming tourist presence.
Mayor’s Request: Visit During Weekdays to Avoid Crowds
In response to the mounting pressures caused by tourism, Brihuega’s mayor, Luis Viejo, has asked visitors to plan their trips to the lavender fields from Monday to Thursday. During these weekdays, the town experiences fewer visitors, allowing tourists to enjoy a more peaceful and enjoyable experience. The mayor emphasized that weekends are particularly challenging, with the streets becoming congested and local services stretched thin.
Impact on Tourism: Encouraging tourists to visit during the week will help to spread out the influx of visitors, reducing overcrowding and improving the experience for both tourists and residents. By managing the flow of visitors more evenly, the town hopes to maintain its popularity while preventing long-term damage to its infrastructure.
Plans to Address Parking and Overcrowding
As part of efforts to manage the impact of tourism, the mayor announced plans for a permanent park-and-ride system. This plan involves building a parking lot on the outskirts of the town, with shuttle buses transporting visitors to the historic center. This solution aims to alleviate the pressure on local streets and make it easier for residents to go about their daily activities without being affected by the heavy tourist traffic.
Impact on Tourism: The introduction of a park-and-ride system will help visitors access the lavender fields without contributing to traffic congestion. It will also make the experience more convenient for tourists and help preserve the town’s charm for the residents who live there year-round.
Promoting Alternative Attractions and Spreading Visits Year-Round
The mayor has also advocated for promoting other attractions in the area, such as the fields of sumac, which offer a stunning autumn display. By encouraging tourists to visit Brihuega year-round, the town hopes to reduce the pressure on the lavender fields during the summer months and promote sustainable tourism.
Impact on Tourism: Spreading out tourism across different seasons and attractions will help reduce the strain during peak lavender blooming months. By showcasing the region’s other natural beauty, Brihuega can attract tourists throughout the year, creating a more balanced and sustainable tourism model.
Economic Benefits of Tourism Amidst Challenges
Despite the challenges posed by overcrowding, the lavender fields continue to provide a significant economic boost to Brihuega. In 2023, the fields generated approximately €8 million for the local economy during the blooming season. The mayor’s goal is to find a way to balance the benefits of tourism with the well-being of the local community and the preservation of the town’s infrastructure.
Impact on Tourism: Sustainable tourism practices, including weekday visits and promoting other attractions, will help ensure that the economic benefits of tourism continue to flow into Brihuega without overwhelming the town’s resources.
A Call for Sustainable Tourism Practices
Brihuega’s experience highlights the importance of managing tourism in a way that benefits both visitors and residents. By encouraging tourists to visit during less busy times and introducing measures to reduce overcrowding, the town aims to preserve its charm while continuing to reap the economic rewards that come with its popularity.
Impact on Tourism: Brihuega’s efforts to promote sustainable tourism will not only improve the visitor experience but also protect the town’s infrastructure and quality of life for its residents. Ensuring that tourism is spread out across the year will help maintain the town’s appeal as a destination while keeping it manageable.
Conclusion: A Balanced Approach to Tourism
In the years to come, there will probably still be an increasing number of tourists arriving in Brihuega. With a well-thought out and managed strategy, the town can profit from its popularity without being crushed under its infrastructure and its citizenry. People who are visiting the lavender fields should heed the mayor’s advice to visit during the week and to enjoy other places, which can only lead to a better time for everyone.
For the most up-to-date information and when to visit, travelers can visit official Spanish tourism websites like that of Brihuega online.
