Published on
October 3, 2025
In 2025, Spain is poised to surpass Italy, France, and Portugal as the leading European destination for U.S. and UK tourists, driven by a combination of compelling factors. The country’s unique blend of rich cultural history, stunning landscapes, and diverse experiences makes it an increasingly attractive option for travelers seeking more than just traditional European landmarks. Spain offers a more affordable and high-value experience compared to its European counterparts, along with a favorable climate that draws visitors year-round. Additionally, Spain’s focus on sustainable tourism resonates with eco-conscious tourists, particularly millennials and affluent travelers, who are prioritizing authentic, eco-friendly experiences. From world-class art and architecture to scenic coastal regions and vibrant cities, Spain provides an unparalleled range of travel options, solidifying its position as the top choice for U.S. and UK tourists in 2025.
Spain has always been a popular destination for travelers from across the Atlantic, but a recent study reveals that the number of American visitors is set to reach new heights in the next three years. According to research conducted by MMGY Global for Turespaña, 70% of Americans plan to visit Spain by 2028. This places Spain at the top of their travel wish lists, ahead of other popular European destinations like Italy and Greece.
The study highlights millennials and affluent travelers as the most enthusiastic groups when it comes to exploring Spain. Among millennials, 81% expressed a strong desire to visit, while 76% of high-budget tourists indicated that they planned to travel to Spain in the coming years. This shift in travel behavior reflects a broader trend where younger generations are prioritizing international travel, viewing it as a cultural necessity. As a result, Spain’s allure is becoming increasingly evident among those with the means to spend on meaningful, immersive travel experiences.
Popular Cities and Islands
The major cities of Spain remain particularly appealing to American tourists. Madrid and Barcelona lead the way, with around 80% of respondents expressing an interest in visiting these urban hubs. Following close behind are other cities such as Valencia and Seville, which still attract a significant share of American travelers, with 68% and 66% interest, respectively.
Spain’s appeal is not limited to its mainland cities. The Canary Islands are rising in popularity among American travelers, with Tenerife captivating 76% of those surveyed and Gran Canaria at 72%. These islands, known for their dramatic landscapes and year-round pleasant climate, offer a different but equally enticing experience compared to the bustling cities. Other cultural and scenic destinations such as Granada, Bilbao, and Málaga are also gaining traction among U.S. tourists, signaling an increasing interest in exploring a variety of Spain’s regional gems.
The appeal of Spain to American tourists goes beyond just sunny weather. The country offers a rich tapestry of culture, history, and natural beauty that is unmatched by many other European destinations. From stunning palaces and iconic architectural styles to its coastal landscapes and vibrant local culture, Spain presents an array of experiences that few European countries can rival. When compared to neighboring countries like France, Portugal, and the UK, Spain’s appeal has surpassed that of many other European destinations, positioning it as a direct competitor to Italy and Greece in terms of tourist interest.
Gender Differences in Travel Preferences
The study also reveals subtle gender differences in travel preferences. Female travelers tend to gravitate toward cultural experiences in cities such as Madrid, Barcelona, and Tenerife. These destinations are particularly appealing to women seeking enriching, cultural city breaks. On the other hand, male travelers are more likely to combine a stay in one of Spain’s major cities with an island getaway, often choosing a city like Barcelona or Madrid alongside Tenerife or Gran Canaria. This reflects the broader trend of men seeking a balance between city exploration and relaxing beach holidays.
Economic Impact of American Tourism
The growing presence of American tourists in Spain is already evident, with the first half of 2025 alone seeing 2.1 million U.S. visitors. These tourists contributed nearly €5 billion to the Spanish economy, highlighting the significant financial impact of this influx. On average, American visitors spent €2,113 each, stayed for about eight nights, and spent approximately €274 per day during their stay. These figures represent a key boost for Spain’s tourism industry, which continues to recover from the impact of the COVID-19 pandemic. The influx of high-spending American tourists is an important development for the country’s economy, which depends heavily on the tourism sector.
How Americans Plan Their Spanish Holidays
When it comes to planning their holidays, Americans prioritize several factors, including safety, favorable climate, cultural richness, and authentic travel experiences. In recent years, however, social media platforms such as YouTube, Instagram, and online travel reviews have become the main tools for shaping travel itineraries. These platforms have overtaken traditional travel agents in terms of influence, with many travelers turning to them for recommendations on destinations, accommodations, and activities. In addition, American visitors are increasingly opting for multi-city itineraries that allow them to explore different aspects of Spain. This reflects a shift away from single-destination holidays in favor of more diverse, well-rounded travel experiences.
Furthermore, the popularity of short-term rental services such as Airbnb is changing accommodation preferences. More and more American tourists are choosing to stay in private homes or apartments rather than traditional hotels, which has led to a shift in the Spanish tourism market. This trend reflects broader changes in the way people approach travel, with a preference for unique, personalized stays that offer a more local, authentic experience.
Rise of Sustainable Travel
One of the most significant trends among American travelers is the increasing interest in sustainable travel. The survey reveals that 84% of Americans are willing to pay more for eco-friendly travel options, with millennials leading the charge. This trend mirrors a broader cultural shift in the U.S., where sustainability has become a key consideration for many consumers. Whether it’s choosing carbon-neutral flights, staying at eco-resorts, or opting for eco-friendly transportation options, American tourists are increasingly prioritizing ethical travel practices. For many, making sustainable choices is not only an environmental consideration but also a status symbol and an expression of personal values.
In 2025, Spain is set to surpass Italy, France, and Portugal as the top European destination for U.S. and UK tourists, driven by its rich cultural offerings, affordable travel, favorable climate, and growing emphasis on sustainable tourism. Spain’s diverse landscapes and experiences make it the ideal choice for travelers seeking both cultural immersion and eco-friendly options.
Spain’s tourism sector is set to benefit from a surge in American visitors in the coming years. With millennials and affluent travelers leading the charge, Spain is emerging as one of the top destinations for U.S. tourists. The growing focus on sustainability, along with the rising influence of social media and changing travel preferences, means that Spain will continue to attract a diverse range of American visitors looking for cultural immersion, scenic beauty, and unique travel experiences.
