Cultural, active, nature-based and gastronomic experiences now form the core of Spain’s tourism economy, according to new data from Mabrian presented at the 2025 Turespaña Convention.
The report analysed supply and demand across Spain’s 17 autonomous communities between June and August 2025, using data from online experience platforms including Civitatis and GetYourGuide. It is the first comprehensive national-level study of its kind.
Cultural experiences dominate Spain’s offering, representing 43.6% of all activities available online. Active tourism accounts for 21.4%, nature-based experiences 19%, and gastronomy 12.4%. Subcategories include heritage tours, adventure activities, wine experiences and food tastings.
However, 88% of all online activity offerings are concentrated in six regions: Andalusia, Catalonia, the Canary Islands, the Balearic Islands, the Valencian Community and Madrid. Regions such as Castile and León, Galicia and the Basque Country hold smaller shares, with the rest representing less than 1% each.
Regional specialisations are emerging. Madrid and Castilla-La Mancha focus on cultural tourism, while the Balearic Islands excel in nature-based activities. Active tourism dominates in the Canary Islands and Aragón, and gastronomic experiences lead in La Rioja and the Basque Country. Andalusia and Catalonia maintain balanced portfolios across all categories.
Couples and families account for the majority of bookings, representing 36.7% and 36% respectively. Preferences vary by region: couples favour La Rioja and Extremadura, while families gravitate towards Murcia, Navarra and Aragón.
International visitors show distinct patterns. Domestic, Italian and U.S. travellers prefer cultural tourism, while British, German and French markets lean towards nature and active experiences.
Satisfaction remains high across all categories, averaging 9.3 out of 10. U.S. visitors gave the highest ratings, followed by British, German and Italian travellers.
Smaller segments in supply, particularly gastronomy, shopping and wellness, received the highest satisfaction scores, revealing potential for development.
