KEY POINTS
- Brihuega, in central Spain, is famous for its lavender fields and receives around 140,000 visitors during bloom season (late June–July).
- Attractions beyond lavender include 10th-century Arab caves, horseback rides, and hot air balloon tours.
A storybook Spanish town, renowned worldwide for its rolling lavender fields, has issued an unusual yet heartfelt plea to visitors: please refrain from visiting on weekends.
The historic town of Brihuega, nestled in the province of Guadalajara in central Spain, is renowned for its violet sea of lavender that blooms every summer from late June to the end of July.
With over 1,000 hectares of brilliant purple fields, the town has become a magnet for photographers, influencers and holidaymakers — especially British tourists seeking an idyllic summer escape.
But the fairytale popularity comes with a price. Mayor Luis Viejo has warned that the crowds have reached a breaking point, with the town facing severe congestion and safety risks after being swarmed on recent weekends.
Town 'Collapsed' Under Tourist Surge
'Last Saturday, the town collapsed. I had a bad time,' Mayor Viejo admitted in an interview with ABC newspaper.
In just a few weeks, over 140,000 visitors have descended on the medieval streets, causing gridlock, parking nightmares and unmanageable foot traffic. The surge has overwhelmed the town's limited infrastructure.
Narrow medieval streets and limited parking have caused gridlock, while the sheer volume of foot traffic is proving difficult to manage.
'We work hard, we have a security committee, but it's still a large turnout,' said the mayor. 'That's why I insist: please come from Monday to Thursday. It's better for everyone.'
Lavender, Luxury, and Hidden History
Despite the plea, Brihuega is far from anti-tourist. The town has just welcomed its first five-star hotel and plans to introduce park-and-ride systems and shuttle buses next year to ease the seasonal crush.
While the lavender is its calling card, Brihuega's charm runs deeper. The town lies in the historic Tajuña Valley, boasting Baroque architecture and the fascinating Arab Caves of Brihuega. These underground tunnels, dating back to the 10th century, were used to store food and served as wartime escape routes. Around 500 metres of the five-mile network are open to visitors, offering a mysterious detour beneath the bustling streets.
Not Just for Flower Lovers
Beyond the blooms, Brihuega boasts an impressive lineup of attractions. Its annual bull run, held every 16 August, is one of the oldest in Spain and has been declared a Festival of Regional Tourist Interest. One can also partake of horseback rides and hot air balloon adventures through the lavender fields, with tours available for all levels starting at €40.
How to Get There
Brihuega is just over an hour's drive from Madrid, making it a popular day-trip destination. The nearest airport, Adolfo Suárez Madrid–Barajas, is about 52 minutes away by car. For those using public transport, the journey takes approximately 3.5 hours and involves taking a train from Madrid Atocha to Guadalajara, followed by a connecting bus to Brihuega.
Each July, a special Lavender Train is available via Renfe, offering a combination of rail and coach transfers with guided tours and field visits. Tickets cost €50 for adults and €20 for children and tend to sell out quickly.
A Gentle Plea for Responsible Tourism
As destinations from Barcelona and Mallorca grapple with overtourism, Brihuega's polite request reflects a growing need for mindful travel. The town isn't closing its doors — it simply hopes visitors will spread out their trips to protect its delicate charm.
Oh, if you're dreaming of an Instagram-perfect lavender selfie, remember this: in Brihuega, Mondays to Thursdays are the new weekends.
