The report highlights that 69% of US demand comes from families and couples, while solo travellers represent 15% of the total – significantly higher than Spain’s national average. This, according to Mabrian, signals clear opportunities for destinations to tailor more specialised and personalised activity offerings.
“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 a traveller-profile perspective, US demand aligns closely with the national average. Families account for 35.1% of all US activity bookings, followed by couples at 34%. Groups represent 16.1% of demand, while solo travellers stand at 14.8%, nearly five points above the national benchmark. As Cendra notes, this trend “opens opportunities for specialisation, enabling destinations to design more specific and personalised experiences for this type of tourist.”
Cultural and gastronomic activities lead demand
Six out of ten experiences booked by Americans in Spain are culture-focused – a higher proportion than in other major European markets such as Germany, the UK, or France. Nature-based activities (18.1% of demand) follow, while gastronomic experiences account for 11.4%, especially those connected to dining and wine. US travellers also rate culinary activities more positively than other major international markets.
Spain’s overall experience offering receives excellent ratings from American visitors. Their satisfaction level -9.5 out of 10- surpasses the country’s overall average of 9.3. Gastronomic and wellness activities score highest at 9.7, followed by sunbathing, active tourism, and cultural experiences (9.4), as well as family-focused plans (9.3).
Wellness emerges as a high-value niche
Although wellness activities still represent a small segment, they receive some of the highest satisfaction ratings from US visitors. “Travellers seeking wellness experiences are a particularly interesting segment because they tend to have higher purchasing power and choose more diverse and generally longer itineraries, which represents an opportunity, for instance, for inland tourism,” adds the Mabrian expert, part of The Data Appeal Company–Almawave Group.
For destinations and experience providers, the findings confirm the strong positioning of Spain among American travellers while pointing to clear opportunities to diversify and tailor offerings for high-value segments.
* Mapping Activities and Experiences Supply and Demand in Spain is the first study to provide a comprehensive analysis of the online market for tourist activities in Spain. For this report (available for free download), Mabrian examined supply and demand trends for experiences marketed through major online activity platforms (Civitatis and GetYourGuide) across Spain’s 17 autonomous communities, using data from June, July, and August 2025.
Tags: Spain Carlos Cendra, Mabrian