American Tourists Drive Demand For Cultural And Culinary Activities Across Spain, As Latest Report Highlights Visitor Satisfaction

Published on December 3, 2025

American tourists are fueling a surge in demand for cultural and culinary experiences across Spain, with the latest report shedding light on the high levels of satisfaction these visitors have with the country’s offerings. As Spain continues to attract travelers from around the world, American tourists are particularly drawn to the rich cultural heritage and world-renowned cuisine that the nation has to offer. From immersive art tours in Madrid to tasting local delicacies in Barcelona, Spain’s diverse and vibrant experiences are making it a top destination for those seeking authentic cultural and culinary adventures. This rising interest is highlighted by the recent findings from the Mapping Activities and Experiences Supply and Demand in Spain report, which showcases the growing trend and exceptional satisfaction levels among American travelers.

According to the Mapping Activities and Experiences Supply and Demand in Spain report, cultural and culinary experiences are the primary drivers of interest for American travellers visiting Spain. The report also reveals a high level of satisfaction among these tourists regarding the leisure activities available during their stays at Spanish destinations.

The study, conducted by Mabrian, a leading global travel intelligence and tourism advisory firm, examines the availability of tourist activities and experiences across Spain, as well as the demand for these offerings. The research draws insights from Civitatis and GetYourGuide, two major online platforms for booking experiences. The analysis encompasses both the domestic Spanish market and five significant 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 traveller’s perspective, the demand for activities and experiences among American visitors to Spain mirrors the national average in many respects. Families account for the largest group, making up 35.1% of bookings, followed closely by couples at 34%.

Groups represent 16.1% of the total demand, while solo travellers make up 14.8%, which is almost five percentage points higher than the national average. This trend presents an opportunity for destinations to cater to this growing demographic, allowing them to create more tailored and personalised experiences for solo adventurers, as noted by tourism expert Cendra.

Wellness Activities: A Key Focus for American Tourists

According to the report, when selecting activities in Spain, American tourists particularly prioritise those that offer an immersive experience into the country’s culture. In fact, 60% of the experiences booked by American travellers in Spain are cultural, a higher share than that seen from other European markets such as Germany, the UK, or France.

After nature-based activities (18.1%), gastronomic experiences (11.4%) are highly favoured by American visitors, particularly those centred around dining and wine. US tourists engaged in food-related activities give them top ratings, surpassing those from other major European markets.

American tourists consistently rate Spain’s offerings highly, with satisfaction scores for activities and experiences averaging 9.5 out of 10, which is higher than the overall national average of 9.3. The experiences that score the highest for Americans are related to gastronomy and wellness (9.7), followed by sunbathing, active tourism, cultural activities (9.4), and family-friendly options (9.3).

American tourists are driving increasing demand for Spain’s cultural and culinary experiences, with the latest report highlighting their high satisfaction levels. From art tours in Madrid to local food tastings in Barcelona, Spain’s rich heritage and cuisine are captivating travelers. The findings reveal that these immersive activities are making Spain a top destination for American visitors seeking authentic, memorable experiences.

Among the various offerings, wellness activities, although still a niche segment, stand out for their exceptional satisfaction levels, with a score of 9.7. This sector presents an attractive opportunity, particularly as wellness tourists tend to have greater purchasing power and often prefer longer, more diverse itineraries. This could be a promising area for inland tourism development, according to an expert from Mabrian, a part of The Data Appeal Company-Almawave Group.