Spain leads Europe in outlook for travel experiences

According to Arival’s third edition of its Global Operator Landscape, an annual survey of 7,000 tour, activity and attraction operators worldwide, operators in Spain are reporting higher growth in 2024 and a more positive outlook for 2025 than the rest of Europe and the global market.

“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 travellers’ capacity to spend,” said Douglas Quinby, CEO and Co-Founder of Arival. “But Spain has stood apart. Demand for travel to the country, to experience its rich cultural heritage and numerous attractions and experiences, represents enormous opportunity for operators and resellers.”

Arival’s Global Operator Landscape 3rd Edition was conducted in the second half of 2024 and included qualified responses from more than 600 operators of tours, activities and visitor attractions in Spain, and 7,000 worldwide.

Here are key findings of the Spanish travel experiences sector:

• Half of all operators reported growth in 2024 over 2023, compared with 38% globally
• Three in four Spanish operators (74%) say they are optimistic about 2025, versus 62% of global operators
• Spain’s operators are online: 58% of all bookings are made online, both through operators’ own websites (25%) and online travel agencies (33%)
• Online travel agencies (OTAs) and other resellers play a bigger role in tours, activities and attractions in Spain. Operators there report working with 10 distribution partners compared with a global average of eight
• Spain’s operators are ahead on tech. More Spanish operators are using a modern booking system (68% versus 60% of operators globally), connecting to resellers via booking system APIs (46% versus 31%), and using or actively experimenting with artificial intelligence (AI) in their operations (43% versus 37%).

“The experiences industry in Spain is thriving and fast-changing, and the operator landscape is evolving quickly,” said Alberto Gutiérrez, CEO of Civitatis, an online booking platform focused on the Spanish-speaking market. “We see immense potential in Spain and Latin America, and Arival’s focus on innovation and collaboration within the in-destination experiences sector aligns perfectly with our mission to connect travellers with unforgettable experiences. This event will be instrumental in driving the continued growth and success of our industry in these dynamic markets.”

The Spanish government recently announced it would fine European airlines a total of €179 million for passenger charges.