Spain Captivates U.S. Travelers with Exceptional Cultural, Culinary, and Wellness Experiences Revealing Strong Demand and Unprecedented Opportunities for Tailored Offerings

Published on December 4, 2025

Spain continues to captivate U.S. travelers, offering an exceptional blend of cultural, culinary, and wellness experiences that have garnered remarkable satisfaction ratings. According to Mabrian’s latest analysis, the demand for these experiences is not only strong but growing, as Americans increasingly seek immersive, personalized travel. The country’s rich cultural heritage, world-renowned gastronomy, and emerging wellness tourism scene have made Spain a top choice for discerning travelers looking for more than just a vacation. This growing interest opens up exciting opportunities for destinations to tailor their offerings, catering to the specific needs of American tourists who crave unique, high-value experiences.

Spain has long been a popular destination for American travelers, and a recent report from the global tourism advisory firm Mabrian highlights exactly what is driving this interest. The Mapping Activities and Experiences Supply and Demand in Spain report, which draws on data from travel platforms like Civitatis and GetYourGuide, reveals that cultural and culinary experiences are at the forefront of what American visitors are seeking in the country.

A Key Takeaway: U.S. Visitors are Mostly Families and Couples

One of the report’s key findings is that a large majority of U.S. travelers to Spain—69%—are families and couples, while solo travelers make up just 15% of the total. This is an interesting figure when compared to the national average in Spain, indicating a potential market for more specialized offerings catering to solo travelers. With families and couples forming the bulk of visitors, destinations and local operators could further explore how to provide tailored, enriching experiences that appeal to this demographic.

Culture and Nature: The Leading Attractions

As for what activities American travelers are most interested in, culture takes the top spot. Six out of ten experiences booked by U.S. visitors to Spain are culture-focused, a figure that surpasses demand in other major European destinations like Germany, the UK, and France. Spain’s rich history, its vibrant festivals, and its iconic landmarks draw many to explore the country’s diverse cultural heritage.

In addition to cultural pursuits, nature-based activities also have a significant pull, representing 18.1% of total demand from American tourists. Whether it’s hiking in the Pyrenees or exploring Spain’s beautiful coastline, nature tourism continues to grow in popularity.

Culinary tourism, particularly around Spain’s world-renowned food and wine culture, comes in third, accounting for 11.4% of activities booked by Americans. The country’s culinary offerings—ranging from tapas to regional specialties and world-class wine regions like La Rioja—are highly valued by U.S. visitors. The report further reveals that American travelers rate culinary experiences higher than other international markets, underlining the increasing importance of food in tourism.

Americans Rate Spain Highly for Cultural and Culinary Offerings

The report also touches on satisfaction levels, which are exceptionally high among U.S. visitors to Spain. With an overall satisfaction score of 9.5 out of 10, American travelers rate Spain’s tourism offerings higher than the national average of 9.3. Cultural activities, sunbathing, and active tourism scored well with ratings of 9.4, while wellness tourism—growing in demand—scored a near-perfect 9.7. The top ratings, however, went to gastronomic and wellness experiences, both receiving an impressive 9.7 out of 10. These figures reflect a clear trend: U.S. tourists value experiences that combine relaxation and luxury with immersive cultural activities.

The Rise of Wellness Tourism

Wellness tourism, in particular, is an emerging trend that continues to gain traction. As more American travelers seek a balance of adventure, culture, and relaxation, Spain is positioned to be a prime destination for wellness experiences. Many visitors now look for destinations that not only offer cultural richness and culinary delights but also cater to their desire for relaxation and well-being. From luxurious spa retreats in the Balearic Islands to mindfulness and yoga experiences in the heart of Spain’s countryside, the demand for wellness tourism is growing rapidly.

What This Means for Spanish Destinations

Mabrian’s findings underscore the importance of focusing on high-demand tourism segments. Spain’s tourism offerings already appeal to American visitors, especially those interested in culture, food, and nature. However, the findings also suggest a significant opportunity for destinations to diversify their offerings and cater to the increasing demand for wellness-focused experiences. Given the rising number of Americans looking for both adventure and relaxation, Spanish destinations could expand their appeal by blending cultural exploration with wellness experiences, whether that means offering more organic dining experiences, spa services, or nature-based wellness activities.

With these opportunities in mind, local governments and tourism boards can work with travel agencies to design personalized, targeted itineraries that will capture the attention of American travelers. By focusing on the unique blend of Spain’s offerings—its culinary delights, cultural treasures, and natural beauty—Spain can continue to solidify its position as one of the most sought-after destinations for American travelers.

Spain has become a top destination for U.S. travelers seeking exceptional cultural, culinary, and wellness experiences, with demand steadily increasing. This growing interest highlights opportunities for tailored, high-value tourism offerings catering to American preferences.

The Mapping Activities and Experiences Supply and Demand in Spain report presents a clear picture: American tourists are drawn to Spain for its rich cultural experiences, world-class cuisine, and beautiful natural landscapes. The rising demand for wellness tourism also signals a shift in American travelers’ preferences. As Spain continues to cater to these preferences, there are ample opportunities for destinations to further enhance their offerings, creating even more immersive, personalized experiences for U.S. visitors. Whether they are seeking historical sites, wine tours, or a relaxing escape in the Spanish countryside, American travelers are sure to find something that captures their imagination and keeps them coming back to Spain year after year.