Published on
October 9, 2025
The UK, US, France, Italy, and Germany have emerged as key drivers in Spain’s explosive growth of cultural, active, and gastronomic tourism, contributing significantly to the nation’s thriving experience economy. These countries, representing some of the largest international tourist markets, are increasingly flocking to Spain for its rich cultural heritage, diverse adventure activities, and world-renowned culinary offerings. With cultural tourism accounting for the largest share of the market, and growing demand for nature-based and gastronomic experiences, Spain’s tourism sector is seeing a transformation that not only boosts its economy but also reshapes its appeal to global travellers.
Spain’s tourism economy is increasingly defined by a diverse range of experiences, with cultural, active, nature-based, and gastronomic tourism emerging as the core pillars of the country’s activity-based offerings. This trend has been highlighted in a new report by Mabrian, presented at the 5th Turespaña Convention in Cáceres. The research provides the first comprehensive national-level analysis of the supply and demand for tourism experiences in Spain, as offered through major online platforms like Civitatis and GetYourGuide.
The study, which aggregates data from June to August 2025, spans across all 17 of Spain’s autonomous communities, shedding light on both concentration and diversification trends in the country’s tourism product portfolio. By focusing on these specific data points, the report outlines the state of Spain’s activity-based tourism offerings and reveals the regions where these experiences are most abundant—and where opportunities for further development may lie.
The Rise of Experience-Based Tourism
According to the report, cultural activities make up the largest share of online tourism offerings, accounting for 43.6% of total listings. This underscores the continuing appeal of Spain’s rich heritage, including iconic sites like museums, historic landmarks, and monuments. Following cultural experiences, active tourism makes up 21.4% of online offerings, reflecting a growing demand for activities such as hiking, biking, and adventure sports. Nature-based experiences contribute 19% of the total, while gastronomic tourism, which includes wine tours and food tastings, accounts for 12.4%.
Within these broad categories, there are several subcategories worth noting. Heritage sites are a major draw for international visitors, while adventure tourism and nature-based experiences are becoming increasingly popular, especially in rural areas. Wine tours and food-related experiences are expanding, but there is still room for growth, particularly in regions with a strong culinary tradition.
Geographic Distribution of Activity Offerings
Despite the wide variety of experiences available across Spain, the report highlights a concerning imbalance in the distribution of tourism offerings. A significant 88% of all online activity offerings are concentrated in just six regions: Andalusia, Catalonia, the Canary Islands, the Balearic Islands, the Valencian Community, and Madrid. These areas are home to the country’s most popular destinations, which naturally see the most tourism-related activity.
Meanwhile, regions like the Basque Country, Galicia, and Castile and León hold a more modest share of the overall activity offerings. In fact, the remaining communities each represent less than 1% of the total tourism activities available online. This geographic concentration signals an opportunity for regional diversification and growth in lesser-explored areas of the country, which could help balance out the distribution of Spain’s tourism economy.
Regional Specialisation and Trends
The report further breaks down Spain’s tourism offerings by regional specialisation, offering insights into the unique strengths of each area. Madrid and Castilla-La Mancha are heavily focused on cultural tourism, with visitors flocking to the capital’s world-renowned art galleries, historic neighborhoods, and heritage sites. On the other hand, the Balearic Islands, with their stunning coastal landscapes, have become a hub for nature-based tourism, particularly in eco-tourism and water-based activities like sailing and diving.
The Canary Islands and Aragón lead the charge in active tourism, with destinations in both regions offering a range of adventure sports, hiking routes, and outdoor activities. For gastronomy, La Rioja and the Basque Country stand out, drawing food lovers for their wine tasting and culinary experiences, particularly around the famous Rioja wine region and the Basque pintxos culture.
Lastly, Andalusia and Catalonia offer a broad portfolio of experiences, with both regions catering to tourists seeking cultural, active, and gastronomic experiences. These regions provide a well-rounded approach, attracting a diverse range of visitors looking for variety in their itineraries.
Demographics of Tourism Demand
From a demand perspective, couples (36.7%) and families (36%) represent the largest groups booking activities through online platforms, followed by groups (17%) and solo travellers (10%). The study notes that different regions appeal to different types of travellers. For example, Extremadura and La Rioja are particularly popular with couples, who seek quieter, more intimate experiences. In contrast, Murcia, Navarra, and Aragón draw families, likely due to the availability of family-friendly activities like amusement parks, hiking, and cultural festivals.
International demand trends also show regional variations in preferences. Domestic tourists, as well as visitors from Italy and the United States, show a strong preference for cultural experiences. Meanwhile, tourists from the UK, Germany, and France tend to gravitate toward nature-based and active tourism, such as hiking, cycling, and beach activities.
Satisfaction and Opportunities for Growth
Traveller satisfaction with Spain’s activity-based tourism is consistently high, with an average rating of 9.3/10. U.S. visitors were the most satisfied, giving their experiences a score of 9.5. British, German, and Italian tourists followed closely with scores of 9.3, while French and domestic visitors scored their experiences at 9.2. Interestingly, certain sectors such as gastronomy, wellness, and shopping, which are underrepresented in terms of supply, received the highest satisfaction ratings. This highlights an untapped potential for growth and diversification, especially in the areas of wellness tourism and gastronomic experiences.
The Mabrian report provides valuable insights for professionals in the tourism and hospitality industries. Spain’s experience-based tourism economy is both rich and diverse, but its offerings are unevenly distributed across regions. This presents significant opportunities for regional development and product diversification, especially in emerging sectors like gastronomy and wellness. Targeted marketing strategies and a focus on underrepresented segments could help drive further growth in these areas.
The UK, US, France, Italy, and Germany are at the forefront of Spain’s booming cultural, active, and gastronomic tourism, fueling the country’s thriving experience economy. Their growing demand for Spain’s rich heritage, adventure activities, and renowned culinary experiences is driving this explosive growth.
The full Mabrian report, available for free download, offers a comprehensive data-driven foundation for shaping Spain’s future tourism strategies. With a balanced approach that includes regional inclusivity and aligns with traveller preferences, Spain’s tourism industry can continue to grow and remain competitive in the global market.
