A receptive tourism market is part of the tourism market where tourist offer is concentrated. If viewed from a spatial point of view, we are talking about receptive tourism that takes place in at a tourist destination. In order to face numerous challenges in the specific tourism market, it is necessary to adopt marketing concepts in managment of a tourism destination. Marketing management is the bearer of the tourism destination marketing management process. Based on the analysis of the marketing environment and by identifying advantages and disadvantages of the tourism destination, the marketing management seeks to develop a long-term, quality strategy of the tourism destination with the aim of long-term survival in the tourism market. Spain is a traditional receptive tourism country that has recognized very early a key role of tourism in the economic development of the country. Owing to its natural and cultural attractions and careful creation of tourism policy as a priority component of the national economic policy, Spain is one of the most visited receptive tourism countries in the world. Despite the many positive effects of tourism, many years of mass tourism in Spain have also produced negative effects. To determine the current state of Spanish tourism, a SWOT and PESTLE analysis were made. In addition, an analysis of Spanish tourism development strategies and the success of their implementation has been carried out.