Spain continues to enchant travelers with its kaleidoscope of culture, vibrant cities, and a culinary scene unlike anywhere else in Europe. The Spain by Travelive team, led by Country Manager Spain and Portugal Armando Maestre Ferrandez, shares the inside track on what’s hot, what’s new, and how discerning travelers are experiencing Spain in 2025.
Madrid and Barcelona remain iconic, irresistible draws for first-timers and frequent visitors alike, but Spain’s heart is beating ever stronger in the south. Seville and Andalusia are experiencing a surge in popularity, beloved for their sun-soaked ambiance, rich traditions, and world-famous food. The Balearic Islands—especially Mallorca with its luxury hideaways and Menorca for its slower pace—continue to captivate high-end travelers. Meanwhile, Northern Spain, including foodie havens like San Sebastián, Bilbao, and La Rioja, is attracting a growing crowd seeking art, gastronomy, and culture away from the mainstream.
Immersion is Everything
Guests want to dine in local homes, take hands-on cooking classes, or lose themselves in artisan workshops—espadrille making, ceramics, and more. VIP access to flamenco rehearsals, private sherry cellar tours, or family-run vineyards is increasingly in demand. Food is king, with travelers craving a seamless blend of Michelin-starred experiences and hidden culinary gems. Wellness is firmly on the rise, from Galicia’s historic thermal spas to Mallorca’s newest wellness retreats. The slow travel movement is strong, with “live like a local” itineraries, market walks, and tapas crawls in non-touristy neighborhoods topping the list.
The numbers say that…
2025 is welcoming the return of the 4-star traveler, seeking boutique hotels, intimate small-group tours, and value without compromise. Multi-generational escapes are trending, especially in villas across Mallorca, Costa del Sol, and Andalusia. Solo adventurers and couples celebrating special occasions remain a constant. Demand for shoulder season travel (March–May, September–November) is growing to avoid crowds, along with winter escapes to Andalusia and the Canary Islands—driven by the rise of the coolcation.
And, of course, Country Combinations
Spain pairs beautifully with Portugal – this year’s top duo, as well as France – linking Basque regions, and Morocco – Madrid-Marrakech. Mediterranean culture-lovers are also combining Spain with the south of France or northern Italy for a truly diverse adventure.
A focus on Privacy and a Quiet Time Around
Savvy travelers want “off-the-crowds” experiences in Barcelona and Madrid—private after-hour museum tours, stylish day trips to medieval towns, and authentic neighborhood explorations. In Southern Spain, interest is moving beyond the classic Seville-Córdoba-Granada triangle, with new focus on Cádiz, Jerez, Ronda, and the olive groves of Jaén.
Under-the-Radar Gems
Extremadura is Spain’s best-kept secret: a land of Roman ruins, untouched medieval towns, and a secret Michelin-star circuit. Northern inland gems like Cantabria and Asturias offer wild scenery, delightful small towns, exceptional cuisine, and near-zero mass tourism. On the islands, Menorca is emerging as the serene, unspoiled alternative to its bustling Balearic siblings.
Looking for Something Truly Special?
Ribera del Duero’s boutique vineyard hotels and exclusive winery tours offer an outstanding alternative to La Rioja. Other high-demand experiences include private flamenco rehearsals, rooftop evenings at Madrid’s Círculo de Bellas Artes, and closed-door viewings at the Prado or Thyssen museums.
Ribera del Duero | Prado Museum | Mallorca
Maybe a Wellness Escape
Mallorca is a leader in luxury wellness escapes, with specialized hotels offering detox, longevity, and holistic programs. The Canary Islands, with their eternal spring climate, are hosting year-round spa retreats. Galicia’s tradition of thermal spas and mineral-spring hotels is quickly gaining an international reputation.
Advisor-Led Groups & Cruise Add-Ons
Food and wine group tours, particularly in Rioja, Ribera del Duero, the Basque Country, Andalusia, and Mallorca, are on the rise, along with soft-adventure Camino de Santiago routes for small groups. Cruise travelers are extending their journeys in port cities like Barcelona, Valencia, Málaga, and Bilbao, requesting Gaudí tours, guided tapas walks, and cultural forays into wine country or Andalusia.
“Spain has never been more rewarding for curious, food-loving travelers. Our guests are uncovering hidden neighborhoods, sharing moments with local artisans, and tasting their way from world-class restaurants to family kitchens—each experience revealing a different side of Spain’s soul.” — Armando Maestre, Country Manager Spain & Portugal, Travelive
As Spain’s travel scene evolves, Travelive is here to guide you to the most authentic, exciting, and unforgettable experiences across the country. Discover Spain differently—travel deeper with us.