Published on
November 10, 2025
Turespaña, the Spanish Tourism Institute, has initiated a fresh batch of studies that intend to enhance the comprehension of international tourism demand and to promote sustainable travel in Spain. The studies, which have utilised microdata from Egatur (Tourist Spending Survey) and ESTI (International Tourist Satisfaction Survey) from Spain, deliver pretty good insights regarding the encourages, actions, and happiness of different international tourist groups coming to Spain.
This initiative forms part of Spain Tourism 2030, a government strategy focused on transforming Spanish tourism into a more sustainable, balanced, and inclusive model. The new series of reports, titled “Segment Analysis,” will help destinations and tourism businesses design tailored experiences that better meet the needs and motivations of international travellers.
Segment Analysis Reports Focus on Key Tourist Profiles
The initial batch of reports covers four key segments of international travellers: shopping, luxury, language learning, and gastronomy tourism. These studies provide updated profiles of how tourists in these segments travel, what they seek in a destination, and the types of activities that interest them. Each report offers estimates of segment volume, growth, and visitor profiles, including motivations, activities, age, education, and satisfaction.
Turespaña’s director general, Miguel Sanz, emphasised that these analyses will further enhance the country’s position as a premier international tourism destination, helping to improve targeted marketing strategies and better align Spain’s offerings with the desires of diverse tourist groups.
Key Findings and Trends in International Tourism
The reports reveal that premium and high-spending segments, such as luxury and shopping tourism, significantly contribute to Spain’s economy. Tourists in these categories, who spend three times more than average international visitors, tend to favour urban destinations like Madrid and Catalonia. These segments also show high levels of satisfaction, with scores surpassing 8.8 out of 10.
For example, shopping tourism in 2024 saw a resurgence, with tourists who tripled the average spending in purchases surpassing pre-pandemic figures. The main markets for this segment include the United States, Morocco, Mexico, and the United Kingdom, which together account for almost 38% of total spending. Shoppers are typically younger, cultural, urban travellers, with a strong affinity for Spain’s retail and cultural experiences.
Luxury tourism represents a smaller but highly affluent group, accounting for less than 2% of tourists. Despite their small numbers, their daily spending is four times higher than the average. This segment primarily visits Madrid and Catalonia, with emerging markets such as Mexico and Colombia growing in importance. Their high satisfaction level of 8.82/10 reflects the quality of Spain’s premium offerings.
Language learning tourism has also grown, with tourists in this segment staying twice as long and spending 67% more than the average. Led by young students, often female, this group is drawn to Madrid and Catalonia for immersive language learning experiences, combining education with cultural exploration. The segment’s satisfaction level stands at 8.95/10, underscoring the appeal of learning Spanish while experiencing Spanish culture.
Gastronomic tourism continues to flourish, with 23.4 million international tourists engaging in food and wine-related activities in Spain in 2024, spending a total of 34.021 billion euros. The key markets for this segment include the United States, United Kingdom, France, Germany, and Mexico, with Madrid and the Valencian Community being the most popular destinations. Gastronomy tourists typically enjoy urban tourism, cultural visits, nature experiences, and nightlife, with high satisfaction levels of 8.99/10, particularly appreciating Spain’s culinary and cultural experiences.
The Benefits of Segment Analysis for Spain’s Tourism Industry
These studies provide invaluable data to Spanish tourism authorities, destinations, and businesses, enabling them to better understand the specific needs and desires of international tourists. By adapting their offerings to cater to the various segments identified, Spain can continue to enhance its appeal and remain a competitive player in the global tourism market.
Additionally, these insights support Spain’s broader commitment to sustainable tourism, ensuring that the country’s tourism sector can grow in a way that is environmentally responsible and inclusive. The continued success of segments like gastronomy and luxury tourism demonstrates Spain’s potential to lead the global tourism industry, offering diverse and enriching experiences to travellers from around the world.
A Future-Oriented Approach to Spanish Tourism
The launch of Turespaña’s Segment Analysis Reports is a significant step towards more informed, sustainable tourism development in Spain. By gaining deeper insights into the motivations and preferences of international visitors, Spain’s tourism sector can better meet the needs of diverse traveller profiles. These efforts align with the Spain Tourism 2030 strategy, which prioritises a responsible, balanced, and innovative approach to tourism growth.
As the tourism landscape continues to evolve, these studies will help Spain not only maintain its position as a top destination for international travellers but also ensure that the sector thrives sustainably, benefiting both visitors and local communities for years to come.
