American travelers “vote” for Spain for culture, gastronomy and wellness – Families and couples account for 69%, solo travelers are increasing in the country
Spain is experiencing a remarkable rise in demand for experiences from the US market, with new analyses showing strong preference for cultural, gastronomic and wellness activities. The United States is becoming one of Spain’s most strategic source markets for experiences, with satisfaction levels that surpass those of any other international audience.
According to the study Mapping Activities and Experiences Supply and Demand in Spain by Mabrian, Spain’s cultural and gastronomic experiences dominate the demand from American travelers. The research also highlights the high satisfaction levels expressed by these tourists regarding the leisure activities they enjoy during their holidays in Spanish destinations.
Sixty-nine percent of demand from the US comes from families and couples, while 14.8% concerns solo travelers, a rate five percentage points higher than the national average. This indicates the emergence of a new audience with different needs and expectations, focusing on more specialized and personalized experiences.
Carlos Cendra, Partner and Marketing Director at Mabrian, notes that “American travelers, who tend to take longer trips and visit multiple destinations, are key to Spain’s experience market.” He emphasizes that “understanding their preferences and expectations will help develop a more attractive and rewarding offering for this strategic market, ultimately increasing spending in a travel segment that directly impacts the local economies of destinations.”
Culture, nature and gastronomy at the top of demand
American travelers show a clear preference for experiences that allow them to connect authentically with Spanish identity. Six out of ten experiences they book are related to culture. This percentage is higher than that of other traditional markets such as the UK, France and Germany.
Nature-based activities follow, as well as gastronomy, which accounts for 11.4% of total demand. Americans place particular value on flavors and wine, with satisfaction scores for gastronomic experiences surpassing those of European visitors.
Wellness: An emerging high-value segment
The study highlights wellness as one of the most promising sectors for the US market. Although still small in volume, this category holds the highest satisfaction rating, reaching 9.7 out of 10.
American wellness travelers tend to spend more, choose higher-quality activities and explore routes that include inland and lesser-known areas, creating new opportunities for a wider range of Spanish destinations.
Impressive satisfaction levels for experiences in Spain
The overall satisfaction score of American travelers for the experiences they enjoy in Spain reaches 9.5 out of 10, higher than 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, adventure tourism and cultural activities (9.4), as well as family-friendly programs (9.3).
The Mabrian study constitutes the first comprehensive analysis that examines both supply and demand for experiences across major international platforms such as Civitatis and GetYourGuide. It covers all 17 autonomous communities of Spain and is based on data from the period June–August 2025.
The US market proves to be pivotal for the experiences sector, offering high demand and significant economic impact. The strong preference for culture, gastronomy and wellness creates a clear direction: destinations that invest in diversified and authentic experiences will win an audience with high purchasing power and a strong inclination toward quality activities.
