The Spanish travel experiences sector is experiencing unprecedented growth, outperforming global trends in tours and attractions. According to Arival’s Global Operator Landscape 3rd. Edition, Spanish operators reported higher growth rates in 2024 and remain more optimistic about 2025 compared to their global counterparts.
The comprehensive survey, which included 7,000 operators worldwide and 600 in Spain, highlights Spain’s standout performance in a competitive market.
Spain’s Strong Growth in the Experiences Market
While the global travel experiences sector experienced slower single-digit growth in 2024, Spain defied this trend. Half of Spanish operators reported growth in 2024 compared to 38% globally. Furthermore, 74% of operators in Spain expressed optimism for 2025, significantly higher than the global average of 62%. Douglas Quinby, CEO and co-founder of Arival, remarked on Spain’s exceptional demand: “Spain’s rich cultural heritage and numerous attractions create enormous opportunities for operators and resellers.”
Spanish operators also lead in digital innovation. Over half of bookings are made online: 25% through direct websites and 33% via online travel agencies (OTAs). Operators in Spain work with an average of ten distribution partners, outpacing the global average of eight. Additionally, they are ahead in adopting technology, with 68% using modern booking systems, 46% connecting to resellers via booking system APIs, and 43% actively experimenting with artificial intelligence.
Language Tourism: A Flourishing Sector
Spain’s language tourism sector is emerging as a significant contributor to the economy. At the FITUR Lingua session held at IFEMA Madrid, it was revealed over 158,000 students travelled to Spain in 2024 to learn Spanish, generating €454 million. Language tourism forms a key part of the broader FITUR trade show, which attracted industry professionals and stakeholders to discuss trends and strategies.
Eva Laguna, President of FEDELE (the Spanish Federation of Schools of Spanish as a Foreign Language), highlighted the sector’s robust growth in 2024 and emphasised the critical role of teachers in promoting Spanish worldwide. FEDELE’s Marketing Director, Daniel Escalona, reported an 11.42% increase in students from 2023, with a total of 158,800 participants. Key source markets include Germany, Italy, France, the United States, and the United Kingdom. Students spent an average of 3.97 weeks at federated schools, contributing significantly to the local economy.
Economic and Cultural Impact of Language Tourism
Language tourism’s economic footprint extends beyond Spanish education. In 2023, Spain welcomed over 600,000 international students, contributing over €6 billion to the economy. The FITUR Lingua sessions explored ways to further enhance this sector, with experts advocating for better data collection and analysis to understand student behaviour and preferences.
David Trigo, FEDELE’s General Manager, called for greater collaboration and data-driven approaches to support growth. Panel discussions delved into the challenges and opportunities facing the sector, including insights from academia and industry leaders.
Looking Ahead
Spain’s thriving travel experiences and language tourism sectors underscore the country’s position as a global leader in the tourism industry.
With innovation, collaboration, and a strong focus on cultural heritage, Spain is set to remain a top destination for travellers and students alike.
