Spain’s Culture and Cuisine Win Over US Tourists with High Satisfaction Rates

69% of American demand for experiences in Spain comes from families and couples, while solo travellers account for 15% of the total—opening up opportunities to further specialise and tailor the activity offering for this source market.

 

Barcelona (Spain), November 25th, 2025. – Cultural and gastronomic experiences lead demand among American travellers, according to the report Mapping Activities and Experiences Supply and Demand in Spain*, which also highlights the high level of satisfaction these tourists express regarding the leisure activities they enjoy during their visits to Spanish destinations.

 

The study, prepared by Mabrian, the global travel intelligence and tourism advisory partner, analyses the supply of tourist activities and experiences in Spain and the interests of demand for these types of products, leveraging data from Civitatis and GetYourGuide, the main online experiences sites. The analysis considered both the domestic market and five key international markets: the United Kingdom, Germany, Italy, France, and the United States.

 

“American travellers, who tend to take longer trips and visit multiple destinations, are key to the experiences market in Spanish destinations,” says Carlos Cendra, Partner and Marketing and Communications Director at Mabrian. “Understanding their preferences and expectations will help develop a more attractive and rewarding offer for this strategic source market, ultimately increasing spending in an area of travel that directly impacts the local economies of the destinations.”

 

From the perspective of traveller profile, the structure of American demand for activities and experiences is broadly similar to the national average. The main segments of American travellers booking activities and excursions during their visits to Spain are families (35.1% of the total), slightly ahead of couples (34%).

 

Groups represent 16.1% of demand, and solo travellers account for 14.8%, almost five percentage points above the national average. This trend opens opportunities for specialisation, enabling destinations to “design more specific and personalised experiences for this type of tourist,” Cendra adds.

 

Wellness Activities: A Highly Valued Niche for US Travellers

The report shows that, when choosing activities or plans while in Spain, Americans prioritise those that allow them to discover, enjoy, and explore the Spanish cultural offerings. In fact, six out of every ten experiences booked by American tourists in Spain are culture-focused—a higher proportion than that seen in other traditional markets such as Germany, the UK, or France.

 

Following nature-based activities (18.1% of total demand), gastronomic experiences (11.4%) rank among the favourites of American travellers, especially those linked to dining and wine. Moreover, US visitors who engage in culinary activities rate them highly, above other major international markets of European origin.

 

The excellent ratings that American visitors give to Spain’s experience offerings are another standout finding of the study: their satisfaction level (9.5 out of 10) exceeds the overall average for all activities and experiences in the country (9.3). The most satisfying experiences for Americans are gastronomic and wellness activities (9.7), followed by sunbathing, active tourism, and cultural activities (9.4), and family-friendly plans (9.3).

 

Notably, wellness activities—although still a marginal offering and representing a niche segment among American tourists—achieve very high satisfaction scores (9.7 out of 10). 

 

“Travellers seeking wellness experiences are a particularly interesting segment because they tend to have higher purchasing power and choose more diverse and generally longer itineraries, which represents an opportunity, for instance, for inland tourism,” notes the Mabrian expert, part of The Data Appeal Company-Almawave Group.

 

* Mapping Activities and Experiences Supply and Demand in Spain is the first study to provide a comprehensive analysis of the online market for tourist activities in Spain. For this report (available for free download), Mabrian examined supply and demand trends for experiences marketed through major online activity platforms (Civitatis and GetYourGuide) across Spain’s 17 autonomous communities, using data from June, July, and August 2025.

 

Download the report:

• In English: https://mabrian.com/blog/spains-culture-and-cuisine-win-over-us-tourists-with-high-satisfaction-rates/
• In Spanish: https://mabrian.com/es/blog/radiografia-de-la-oferta-online-de-actividades-y-experiencias-en-espana/

 

About Mabrian

Mabrian Technologies (Mabrian), the global travel intelligence and tourism advisory partner, is a company specialized in providing travel intelligence services worldwide. Founded in 2013, Mabrian joined The Data Appeal Company – Almawave Group in 2023.

 

Combining Big Data and Artificial Intelligence (AI) techniques, simultaneous insights from over 30 global data sources, and the comprehensive travel intelligence expertise of its team of specialists, Mabrian is able to identify and predict tourism dynamics and trends worldwide. Mabrian’s modular dashboard grants access to a holistic monitoring centre that traces, measures and cross-analyses travellers’ full journey: air connectivity and demand, hotels, holiday rentals, travellers’ sentiment and demand drivers, spending patterns and behaviour, mobility, and sustainability. 

 

Currently operating in over 40 countries, Mabrian caters to the needs of travel & tourism industry, companies, entities, and public bodies, ranging from all-levels Destination Management Offices (national, regional, local), hotel companies and chains or transportation, to tourism-related consultancies (marketing, promotion, strategy, investment, etc.), providing up-to-date, contextual, predictive and insightful data intelligence for strategic and business development, as well as for policy and decision-making.

 

Learn more about how to unlock travel intelligence potential at www.mabrian.com 

 

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The Data Appeal Company – Almawave Group

The Data Appeal Company, through a proprietary algorithm based on artificial intelligence, machine learning and semantic analysis collects, measures and analyses all feedback posted online, combining it with geographic and contextual data, offering the regions and enterprises the opportunity to optimise the business’s potential, gain in-depth market knowledge and establish a competitive advantage. The Data Appeal Company SpA (formerly Travel Appeal) has belonged to the Almawave Group since 2022.

 

In 2023 the company acquired 70% of the share capital of Mabrian Technologies S.L., a Spanish company specializing in Travel and Destination Intelligence solutions, to consolidate its international positioning.

 

The company’s mission is to simplify the use and understanding of data to help companies and tourist destinations make effective and informed decisions. www.datappeal.io