Wednesday, July 30, 2025
One hour outside Madrid in the fertile Tajuna Valley, the stunning lavender fields of Brihuega, a quaint town in the province of Guadalajara, have long attracted tourists, especially in the summer months when the flowers are in full bloom. Indeed, ’s beauty of the town is famous, where as far as the eye can see acres of lavender flowers plant the whole city in a blanket of purple, prompting tourists and photographers to flock from all around the world to the area. But Brihuega is now at a crossroads with the amount of visitors that descend on the town at the height of the lavender season — particularly in July, when the fields are at their best.
Such is the increase in the numbers visiting – and the strain it is putting on local infrastructure – that Mayor Luis Vuego wrote a public appeal: come during the week. The plea, which would have to be approved, was announced in the summer of 2025 in a bid to relieve the pressure on local resources and to protect the town’s character and sustainability. Here’s what travelers need to know about visiting Brihuega and how to get the most out of the experience while being respectful to the local community.

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Brihuega and Overtourism
After all, Brihuega has profited hugely from the money that visiting holidaymakers spend there, but it is not the only one suffering the damaging impact of too much tourism. The Mayor of Valensole, Luis Vuego, said the town “explodes” at weekends with thousands descending on the area to see the lavender fields in full bloom. In 2023, more than 140,000 tourists visited Brihuega in the lavender season, overwhelming public services, roads, and local accommodations.

And it’s not just a matter of numbers; it’s the overwhelming pressure on resources. Town Life Takes a Turn for the Weird and Unsettling, a Connecticut Mayor Says. The mayor says the town — which was long known for ice cream and golf, and had a cleft in its image as a haven — had been unable to handle what it was becoming. The tourist tax revenue for the town is considerable, but it is eclipsed by the operational problems of big crowds.
“We got into this because they were the largest recipient of tourist tax dollars from Orange County. They are pulling in over $100 million a year,” said Phil Diamond, Orange County Comptroller. This comment touches on how the scales between the benefits of tourism and the practicalities of managing large hordes can be delicate.
Brihuega’s Response: A Shift Back to Weekday Tourism
In an attempt to curb the sky-high demand, Mayor Vuego has publicly asked visitors to consider planning their trips on weekdays, Monday through Thursday, if possible. By concentrating most of the tourist visits to these days, it will also relieve some pressure on the local infrastructure of Brihuega, but give tourists still the opportunity to see and enjoy the sights of the lavender fields.
“When it’s weekends, it’s harder because there are too many people coming,” Mayor Vuego said in the plea. We encourage people to come Monday to Thursday when it’s a little calmer.” The mayor is also working closely with local authorities to make it a great experience for tourists who follow the advice and let residents and businesses go about their normal daily lives.
The Lavender Fields: Brihuega’s Star Attraction
BRIHUEGA, Spain — The lavender fields in Brihuega are not only a burst of color, but also a source of identity for the town. In late June through July, the fields are at their full bloom and the sight is truly a timeless beauty. Lavender of Brihuega Brihuega’s lavender has a great reputation not just for being beautiful, but for being historic and cultural too. The town is famous for its local lavender, an economic product that adds a touch of color to the landscape and the fields in the dry summer.
Visitors who are lured by the lavender fields also explore the town’s medieval streets and Arab caves and soak up the life at the vibrant Plaza del Coso. These landmarks and the lavender fields, along with the Social its woven history, create an interesting tapestry that attracts a variety of people who love history and nature.
In 2025, the Lavender Train, an annual train service that runs between Madrid and Brihuega during the bloom, also continues to be a favorite, offering an appealing way to the town that skirts the congested roads common during high season.
Beyond Lavender: Brihuega’s Other Attractions
Lavender fields may be the main attraction, but there’s more to Brihuega than its spectacular fields of purple. The town is also famous because of its cavalry and the running of the bulls, which is one of the oldest in Spain. The annual bull running festival and the Arab caves are some of the other important ingredients that make up for the cultural feel of the town, providing a perfect getaway to those who wish to have more than just a floral treat.
In addition, Brihuega is close to Madrid, so it can also be visited as part of a day trip from the capital, for anyone wanting to combine city tourism with countryside.
Hernan Brihuega is the one advocating for Weekend Free Tourism in Spain, but does so as part of a worldwide movement against unsustainable tourism. The town is a model for how communities can control tourism demand without sacrificing what makes destinations unique. By discouraging tourist clusters and cultivating a responsible tourism culture, Brihuega is taking steps to ensure that its lavender fields and cultural heritage can survive — and even flourish — without being loved to death.
Hence, if you happen to be a traveler, visiting Brihuega on a weekday is better, as not only does it help keep the village in perfect shape, but it also provides a more serene atmosphere to enjoy the town. And while you can be in a hurry to snap the perfect lavender field photo, a smaller variety of crowds makes the experience more intimate and more memorable.
Conclusion: A Sustainable Brihuega of the Future
The future may hang in a delicate balance for Brihuega, a question, as with other tourism destinations that seem to be too good to be true, of how much they can take. The Mayor of Brihuega, Luís Viejo, is requesting that people come during the week; it’s a positive initiative to protect Brihuega’s beauty and a rare one.
Those who heed such advice for now can only take in the serene beauty of Brihuega’s lavender fields but operate as catalysts for a sustainable tourism model that’s as rewarding for the town as it is for its inhabitants. Be it lavender, heritage sites, or the lovely streets of Brihuega, visitors can expect a pleasant and sustainable sojourn.

(Source: Visit Spain, Brihuega Tourism Office, Orange County Government)

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Tags: Brihuega, Castile-La Mancha, Guadalajara, Madrid, spain

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