Friday, August 1, 2025
Brihuega, a small town in central Spain, popular for its stunning lavender fields, has become a viral sensation on social media, attracting tourists from across the world. However, with its increasing popularity, the town is facing an unexpected challenge: overcrowding. To manage the crowd of tourists, specifically from the UK, the mayor of Brihuega, Luis Vuego, has requested that visitors should limit their stays to weekdays, particularly from Monday to Thursday. This new plea is an effort to manage the overwhelming number of tourists that flood the town, mostly on weekends, causing chaos for locals and businesses.
Located in just one hour distance from Madrid, Brihuega has become a must-visit destination for anyone looking to experience the beauty of its lavender fields. The place becomes full bloom during the summer months of June and July. The sight of the vast purple fields has attracted visitors through social media as travelers shared their stunning photographs on platforms like Instagram and TikTok. While the lavender fields are the main attraction for visitors, Brihuega offers much more, from historical monuments to local culture and lavender-flavored ice creams.
Overcrowding: The Challenge of Tourism in Brihuega
The surge in tourism, particularly during the lavender season, has put significant pressure on Brihuega’s small-town infrastructure. Around 140,000 visitors flock to the town each weekend during peak summer months, causing gridlock and strain on the local resources. According to Mayor Luis Vuego, the weekend influx has led to difficult conditions for both tourists and residents alike. In an interview with ABC, Vuego expressed his concerns about the overwhelming number of tourists: “Last Saturday, for example, the town collapsed,” he said, referring to the overwhelming chaos caused by the large number of visitors.
The situation has led to increased pressure on the town’s roads, accommodations, and public services. Despite efforts to improve security and manage the crowds, Vuego believes that the best solution would be for tourists to visit Brihuega on weekdays when the town is less congested. He hopes that by encouraging weekday visits, the town can better handle the tourist demand while also offering a more enjoyable experience for visitors.
Aiming for Sustainable Tourism Year-Round
In response to the weekend overcrowding, the local authorities in Brihuega are also working on long-term solutions to accommodate tourists throughout the entire year, not just during the lavender season. Vuego’s office is planning a number of initiatives aimed at spreading tourism more evenly across the calendar, including promoting Brihuega’s beauty in the autumn months when the sumac fields turn vivid red and orange. Local authorities hope that by showcasing the town’s charm beyond the lavender fields, visitors will be encouraged to explore Brihuega during quieter months, reducing the burden on the town during peak season.
The local government has also announced plans to build a park-and-ride facility on the outskirts of Brihuega, which would be connected to the town centre by shuttle buses. This initiative is designed to address the lack of parking space in the historic centre, which is often overwhelmed by visitors during peak times. The park-and-ride system will provide a more sustainable and manageable way for tourists to access the town while also reducing congestion in the centre.
Brihuega’s Rich History and Cultural Attractions
Beyond its lavender fields, Brihuega is a town rich in history and culture, offering visitors a wide range of historical landmarks and attractions. The town is home to the Castle of Piedra Bermeja, a stunning monument that dates back to the 15th century. The castle is located on the outskirts of the town and provides panoramic views of the surrounding landscape. Visitors can explore the castle’s grounds, which have been carefully preserved and offer a glimpse into the area’s medieval past.
Brihuega is also home to the Church of Santa María de la Peña, an impressive example of Spanish Romanesque architecture. The church, with its beautiful façade and historical significance, is another must-visit site for history enthusiasts. Additionally, the town boasts the Royal Cloth Factory, which was established in the 16th century and played a significant role in the town’s economy for many years. The factory is now a museum where visitors can learn about the town’s textile history.
A Taste of Brihuega: Lavender in Every Corner
Another distinctive feature of Brihuega is its local products made from lavender. Visitors can indulge in lavender-flavoured ice creams and liqueurs, both of which have become popular souvenirs for tourists. The town’s commitment to showcasing lavender in a variety of products gives visitors a truly unique taste of Brihuega, one that they can take home with them after their visit.
Brihuega’s local food scene also includes a range of traditional Spanish dishes, which are complemented by the town’s distinctive lavender-infused offerings. Tourists can sample the region’s culinary delights, such as local cheeses, cured meats, and wines, alongside the town’s signature lavender-inspired treats.
Looking Ahead: A New Vision for Tourism in Brihuega
The town’s efforts to manage tourism more effectively, combined with its sustainable plans to attract visitors through a year, are part of a long-term vision for the future of Brihuega. By encouraging tourists to visit on quieter weekdays and promoting off-season attractions, Brihuega hopes to create a more sustainable tourism model. With its magnificent lavender fields, historical landmarks and unique cultural offerings, Brihuega remains a top destination for travellers. With careful management the town will continue to shine as a must-see spot in Spain.
