As the experiences industry gathers in Valencia for Arival, a new report—“2025 European Traveler Outlook”—sheds light on the evolving habits of Spanish travelers. While they share the broader European enthusiasm for immersive travel, Spanish tourists stand out for their unique approach: taking shorter, less frequent trips, spending more cautiously, and prioritizing meaningful, cultural experiences. These insights offer both a challenge and an opportunity for tour and activity providers looking to capture the attention of Spain’s value-focused yet experience-hungry market. Spanish travel trends 2025

The study reveals that while Spanish travelers share the broader European enthusiasm for experiences, they also exhibit specific patterns in trip frequency, spending habits, and activity preferences.

Key findings shaping the Spanish traveler include:

• Shorter, less frequent trips – Spanish travelers tend to take shorter trips and travel less frequently compared to their European counterparts (France, Germany and the UK)
• Budget-conscious spending – Spanish travelers are the most budget-conscious among the nations surveyed, with the lowest average trip spend. This reflects a focus on value and affordability.
• Experience prioritization – Like other Europeans, Spanish travelers place a high value on experiences, with 57% saying experiences play a significant role in choosing where to go.
• Preference for cultural activities – Spanish travelers show a strong interest in cultural sites, tours, and museums, aligning with the broader European trend.
• Resilience – Despite overall trends indicating fewer trips in 2025, Spanish travelers are among the exceptions, planning to maintain or even increase their travel frequency.

“Spanish travelers demonstrate a clear desire for rich experiences, but with a keen eye on value,” says Douglas Quinby, CEO and co-founder of Arival.  “This presents a significant challenge, but also a great opportunity for the experiences industry to cater to the Spanish market by offering authentic, immersive activities at accessible price points.  At Arival Valencia, we are discussing strategies to effectively engage Spanish travelers and provide them with the memorable experiences they seek.”

Conclusion: Spain’s Travel Behavior Signals a Shift in Value-Driven Tourism

The Arival study’s findings on Spanish travelers reflect a broader recalibration of priorities across Europe, where the pursuit of authentic experiences now rivals traditional motivations like relaxation or status. Yet, what sets Spain apart is how strongly this desire is tempered by budget awareness—a dynamic also observed in southern European markets post-COVID, as highlighted by the European Travel Commission’s Monitoring Sentiment for Domestic and Intra-European Travel reports.

Compared to travelers from the UK or Germany, who maintain higher average travel spends and show a stronger appetite for premium experiences—Spanish travelers demonstrate a more pragmatic approach. Their preference for shorter, more cost-conscious trips mirrors trends seen in Italy and Portugal, where economic pressures and inflationary concerns continue to influence travel decision-making. However, their resilience, with many planning to maintain or even increase travel frequency, suggests that travel remains a non-negotiable priority, provided it offers cultural depth and emotional value.

Moreover, the Spanish market’s emphasis on cultural activities aligns with global shifts tracked in Booking.com’s Travel Predictions and Expedia’s Traveler Value Index, which show rising demand for immersive, locally anchored travel across generations. The difference in Spain, however, lies in how tightly that demand is tied to price sensitivity.

For the travel experiences sector, this signals a clear path forward: success in Spain won’t come from volume or luxury but from crafting emotionally resonant, culturally rich offers at accessible price points. Providers that adapt to this balance—delivering quality without excess—stand to build trust and long-term loyalty in one of Europe’s most distinctive travel markets.

The “2025 European Traveler Outlook” is based on an online survey of 1,600 active European travelers from France, Germany, Spain, and the UK, conducted in the autumn of 2024.