Spain consolidates its leadership as a destination for cultural, natural, and gastronomic experiences
A report by Mabrian, presented at the fifth Turespaña Convention, reveals that cultural, active and gastronomic tourism dominates the country's activity offering with high levels of satisfaction
Cáceres (Extremadura, Spain), October 8, 2025.– Spain reaffirms its position as a world-class destination for cultural, nature, and gastronomic tourism, according to the report "X-ray of the supply and demand of activities and experiences in Spain ," prepared by the global tourism intelligence firm Mabrian and presented during the 5th Turespaña Convention. The study constitutes the first comprehensive analysis of the country's online market for tourism activities, with data collected between June and August 2025.
The results show that 43.6% of the available activities in Spain correspond to cultural tourism, linked to local heritage and art. This is followed by active tourism (21.4%), nature experiences (19%), and gastronomic activities (12.4%). Among the most prevalent by-products are adventure tourism, wine and gastronomic experiences, and visits related to cultural and natural heritage.
From a regional perspective, the report identifies a high concentration of supply. Andalusia, Catalonia, the Canary Islands, the Balearic Islands, the Valencian Community, and the Community of Madrid account for 88% of online sales. They are followed by the Basque Country, Galicia, and Castile and León, while the remaining regions represent 1% or less of the total supply.
Turespaña's general manager, Miguel Sanz, highlighted the strategic value of this segment: "This part of the complementary offering market contributes decisively to the destination's positioning and reflects the richness of Spain's tourism offering, regional and local initiatives, and the tourism product and service development policies our country is committed to."
In terms of demand profile, the main segments are couples (36.7%) and families (36%), followed by groups (17%) and solo travelers (10%). Extremadura, La Rioja, and Castilla-La Mancha stand out among the most popular destinations for couples, while Murcia, Navarra, and Aragon lead the way in terms of family tourism.
The analysis also details the interests of travelers in the five most relevant international markets—the United Kingdom, Germany, Italy, France, and the United States—along with the domestic market. Cultural experiences lead the demand in Spain, Italy, and the United States, while the British, Germans, and French show a greater inclination toward outdoor activities and active tourism.
Overall satisfaction with experiences in Spain averages 9.3 out of 10. American travelers score the highest (9.5), followed by Britons, Germans, and Italians (9.3). The highest-rated activities are shopping (9.5), gastronomy and wellness (9.4), and active tourism (9.4), which achieve excellent results despite having fewer options compared to cultural activities.
“Understanding the market for tourism activities and experiences, with comprehensive and up-to-date data, allows for a comprehensive view of this important link in Spain's tourism value chain,” said Carlos Cendra, partner and director of Marketing and Communications at Mabrian, part of The Data Appeal Company – Almawave Group.
The executive also emphasized the study's usefulness for sector planning: "This information is key to designing more effective strategies, aligning the experience offering with what travelers are truly looking for, improving their satisfaction, and increasing the economic impact of tourism in all autonomous communities."