New data highlights how Spanish travelers prioritize value and immersive experiences within Europe
VALENCIA, SPAIN – April 30, 2025 – A new report from Arival, the “2025 European Traveler Outlook,” offers crucial insights into the distinctive travel behaviors of Spanish travelers, just as the experiences industry gathers in Valencia for Arival. 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.”
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.
For more information about Arival 360 Valencia, visit www.arival.travel.
About Arival 360 | Valencia
Arival 360 | Valencia, taking place from April 28-30 2025, is the leading event for the global experiences industry. The event brings together tour, activity, attraction, and experience operators with OTAs, technology providers, and destination marketers to network, learn, and shape the future of travel.