Why Spains Lavender Capital Brihuega Is Asking Tourists to Skip Weekends to Fight Overtourism

Brihuega, Spain: A Picture-Perfect Lavender Destination

BRIHUEGA, SPAIN – A picturesque Spanish town famous for its sweeping lavender fields has issued a plea to tourists: visit during the week, not the weekend.

The town of Brihuega, nestled in central Spain’s Tajuña Valley, has grown so popular with visitors seeking photo-perfect scenery and lavender products that its mayor is calling for help in easing the pressure.

Mayor’s Appeal to Tourists: Visit on Weekdays

“I recommend visiting us from Monday to Thursday, please,” Mayor Luis Viejo told ABC Newspaper. “It’s more difficult on weekends due to the large number of people who come. Last Saturday, for example, the town collapsed. I had a bad time.”

Summer Lavender Season Brings Massive Crowds

Each summer, more than 140,000 tourists pour into the town over just a few weeks to catch the blooming season — drawn by the scent and colour of over 1,000 hectares of lavender.

The influx generates roughly €8 million in revenue but also overwhelms the town’s narrow medieval streets and limited infrastructure.

Plans to Manage Overtourism

While he’s not calling for a tourism ban, the mayor hopes visitors will help ease the burden by planning weekday trips.

Brihuega is preparing infrastructure upgrades, including a park-and-ride system and shuttle buses, which are expected to be operational by next year. A new five-star hotel has also opened, signalling long-term investment in tourism.

Historic Charm Beyond the Lavender

Year-Round Attractions in Brihuega

Though best known for its summer bloom, Brihuega offers much more year-round.

The Arab Caves of Brihuega, a 10th-century underground network used during sieges and for food storage, spans around five miles — with 500 metres accessible to the public. Located near Plaza del Coso, the caves maintain a steady 12°C and are one of the town’s top draws.

Visitors can also explore its cobbled streets lined with Renaissance mansions, historic prisons, and porticoed squares like Calle Mayor and Calle de Armas.

Cultural Events and Experiences

Brihuega also hosts one of Spain’s oldest bull-running festivals on August 16, declared a Festival of Regional Tourist Interest.

For those seeking less adrenaline, the town offers horseback treks through lavender fields and scenic hot air balloon rides.

Getting to Brihuega

Brihuega is about an hour’s drive from Madrid, with Adolfo Suárez Madrid-Barajas Airport just under 60 minutes away. Rental cars cost between €20 and €70 per day.

Public transportation is possible but slower, taking around 3.5 hours. Travellers take a train from Madrid’s Atocha station to Guadalajara, then continue by bus.

The Lavender Train: A Unique Summer Experience

In July, the “Lavender Train” offers a direct connection from Madrid to Brihuega, complete with a guided tour and shuttle to the lavender fields. Tickets are available on Renfe’s website and typically sell out quickly.

Final Word: Skip the Weekend for the Best Experience

Tourists are still welcome — but for the best experience, officials say, “skip the weekend.”

M10News Travel Desk | Contact: travel@m10news.com|© 2025 M10News.