Spain Leads Europe in Tourism Experience Outlook, According to Arival

Operators of tours, activities and attractions in Spain are experiencing rapid growth and a positive outlook for 2025.

Spain’s travel experiences sector

Spain’s travel experiences sector is outperforming the global marketplace for tours and attractions. According to Arival’s Global Operator Landscape 3rd ed., a survey of 7,000 tour, activity, and attraction operators worldwide, operators in Spain report higher growth in 2024 and a more positive outlook for 2025 compared to the rest of Europe and the global market.

This revelation comes ahead of Arival 360, Arival’s annual event for the experiences industry, set to take place in Valencia for the first time on April 28-30.

“After remarkable double-digit growth for the global travel experiences sector in 2022 and 2023, growth slowed in 2024 to single digits, as the surge of post-pandemic demand receded and inflation tempered travelers’ capacity to spend,” said Douglas Quinby, CEO and co-founder of Arival. “But Spain has stood apart. The demand for travel to the country, to experience its rich cultural heritage and numerous attractions, represents enormous opportunity for operators and resellers.”

Key findings from the report include:

• Half of all operators reported growth in 2024 over 2023, versus 38% globally.
• Three in four Spain operators (74%) are optimistic about 2025, compared to 62% of global operators.
• Spain’s operators are embracing technology, with 58% of all bookings made online.
• Operators are working with an average of 10 distribution partners, higher than the global average of eight.
• 68% of Spanish operators use modern booking systems, and 43% are experimenting with AI technology.

“The experiences industry in Spain is thriving and evolving quickly,” states Alberto Gutiérrez, CEO of Civitatis. “We see immense potential in Spain and Latin America. This event will be instrumental in driving the growth and success of our industry in these vibrant markets.”

Arival 360 | Valencia will provide insights from the latest research, showcasing tech advancements, marketing innovations, and more.