Pressure is being applied to allow Brits visiting Spain to pass through passport controls as though they were still part of the European Union in the first 'proper' summer post- Brexit.
Holidaymakers from the UK are currently facing huge delays at Spanish airports as they can no longer use the queues for arrivals from the UK.
Tourism leaders in Spain are beginning to question the new system and say Spain should follow the example of Portugal which is choosing to ignore the rules and let Brits pass through controls as in years past.
It comes as thousands face travel chaos as passport delays sees many trips shelved as Boris Johnson threatened to privatise the Passport Office.
Director of the Spanish Tourist Office in London, Manuel Butler told Spanish newspaper Diaro del Sur that millions of Brits will be visiting the Costal del Sol this summer and numbers are expected to reach pre-pandemic levels.
"It will be the first summer season with Brexit and with normalised traveller flows," he said.
This means that passengers will have to go through new passport controls as they are not from the European Union.
Mr Butler said he valued the measure that Portugal has just taken to ignore the recommendations of the European Union after the departure of the United Kingdom (Brexit) to facilitate the entry of its citizens at its borders.
In this way, in the neighbouring country, British tourists will be treated as citizens of the Union, avoiding physical controls and queues at airports.
Although this is not on the table at the moment in Spain, he said it would improve the competitive position of Portuguese destinations with respect to Spanish ones.
Among those competitors, he also warned that we must "start considering Morocco for its progress in infrastructure."
In addition, he pointed out that after Russia's invasion of Ukraine, Turkey will be one of the countries most affected by its high dependence on the Russian client.
“Some citizens of Russia will continue to travel, but it is possible that part of the Turkish hotel industry will initiate a downward price strategy to fill those empty beds. Some Britons and Germans will be able to catch it," he pre-warned.
Mr. Butler said he had confidence that the Costa del Sol and Malaga will recover the UK market this summer but he urged them to move forward in facts and specific data on sustainability, as one of the factors that is beginning to take hold among the British when choosing holidays.
General Director of Costa del Sol Tourism, Antonio Díaz, said: "The British market is vital for us as it is undoubtedly one of our most loyal customers.
Mr. Butler said British airlines and operators are constantly reviewing their offer to Spain, giving the example of Jet2.com which last week announced a strong reinforcement in the Spanish destinations to which it travels, including Malaga, where it is among the main airlines in British passenger volume.
