Americans are massively planning vacations in Spain: Madrid and Barcelona are the top destinations.
A survey revealed that 70% of Americans plan to visit Spain within three years, drawn by its culture, food, and landscapes.
According to a study commissioned by the Spanish Tourist Office in New York, as many as 70% of Americans plan to travel to Spain within the next three years. This idea is especially appealing to young people (millennials) – as many as 81% of them are open to visiting Spain. People with high incomes are also interested – 76%.
Madrid (80%) and Barcelona (79%) are the most attractive to Americans. Next on the list of popular places are Valencia (68%) and Seville (66%). When it comes to the islands, most people want to go to Tenerife (76%) and Gran Canaria (72%). They are also interested in Palma de Mallorca (60%), Granada (61%), Bilbao (59%) and Malaga (59%).
What exactly attracts Americans to Spain? First of all, delicious food (61%), rich culture and history (65%), as well as beautiful landscapes (65%).
Interestingly, women often choose cities with a rich culture for their holidays. They like Barcelona (80%), Madrid (77%) and Tenerife (72%) the most.
But men like to combine city breaks with island holidays. Therefore, their favorites include Barcelona (85%), Madrid (78%), Tenerife (76%) and Gran Canaria (72%).
Compared to other countries, Spain looks very attractive to Americans. It is considered a universal place where you can enjoy culture, delicious food, and beautiful nature. In these indicators, Spain is ahead of France, Portugal and Great Britain, and competes with Italy and Greece for the title of the best place for cultural recreation.
In the first half of 2025, Spain was visited by 2.1 million American tourists, which is 3.4% more than before. They spent 4.948 billion euros there, which is 8.1% more.
In 2024, Americans spent 9.014 billion euros in Spain, making them the fourth largest in terms of spending. In total, Spain was visited by 4.3 million American tourists, making the USA the sixth largest market. On average, one tourist spent 2,113 euros, that is, 274 euros per day. Americans usually spend eight days on vacation in Spain.
In general, Americans plan to make an average of three trips over the next two years and spend about $13,394 (11,399 euros) per year on them.
The most important things for Americans when choosing a vacation destination are safety (91%), climate (87%) and cultural events (87%). It is important for them to get a unique cultural experience (91%).
When planning a trip, Americans pay attention to reviews on the Internet and social networks (especially YouTube and Instagram). 84% of them prefer routes that include visits to several cities. Although most choose hotels, renting accommodation, for example, through Airbnb, is becoming increasingly popular.
Environmental friendliness is also an important factor. 84% of Americans are willing to pay more for the services of companies that care about the environment. This is especially important for young people, who are ready to invest in ecotourism.