Else Beekman
Spain has long been a favourite travel destination for Germans, thanks to its warm climate and stunning coastlines. However, new trends indicate that Spain is solidifying its position as a top luxury destination for high-end German travellers.
Recent studies and industry insights highlight the growing appeal of Spain’s premium tourism offerings. These insights were presented at a travel market briefing ahead of ITB Berlin 2025. Tourist organisation Hosteltur wrote an article based on these insights.
In 2024, nearly 12 million German tourists visited Spain. Many still sought traditional sun-and-beach holidays. However, an increasing number of high-end travellers are choosing Spain for its luxury experiences. According to Travel Data + Analytics, Spain is a leading destination for premium German tourists, with Gran Canaria topping the list.
Dubai and the Greek island of Kos follow in popularity, but Spain’s diverse luxury offerings, from high-end accommodations to exclusive cultural experiences, give it a competitive edge. Interestingly, luxury travel to Spain is growing even during the off-season, particularly in March and November.
The premium travel market is expanding
A study by Prophet Consulting reveals that the luxury travel market is no longer a niche. Around 30% of German travellers have the financial means and desire to enjoy high-end vacations. This number represents a significant market of approximately 20.6 million people.
Spain stands out among premium travellers for its combination of top-tier gastronomy, world-class hotels, and unique cultural experiences. With its strong infrastructure and well-developed tourism industry, Spain is well-positioned to capture an even larger share of this lucrative market.
The rise of the hybrid luxury traveller
Luxury travel is evolving. Prophet Consulting’s research, based on a survey of 1,000 Germans, highlights a shift in the perception of luxury. Today’s premium traveller values health, time with family, and personal well-being just as much as material comforts.
Moreover, the modern high-end traveller is a ‘hybrid.’ They enjoy both digital and physical experiences when booking trips. Sometimes they rely on online tools, and at other times they seek personalised service from travel advisors. This ‘phygital’ (physical + digital) approach is shaping the future of luxury tourism.
Growing demand for organised travel packages
Another key trend is the resurgence of organised travel. While independent travel was once preferred in the luxury segment, the pandemic and economic uncertainties have increased the demand for structured packages. Prophet Consulting’s research found that 44% of surveyed travellers now favour organised trips, with millennials showing the highest interest (56%) due to the added convenience and security.
Luxury travellers still seek high-end hotels, but many are also exploring alternative accommodations, such as Airbnb or unique experiences like desert camping.
Quality over price
The luxury travel market has seen unprecedented price increases worldwide, including in Spain. After the pandemic, high-end travellers were willing to pay premium prices. Hence, resistance to high costs is now growing.
Today’s travellers demand exceptional quality for their money. According to Prophet Consulting, 72% of surveyed customers prioritise quality above all else. Spain, with its well-developed luxury tourism sector, must continue delivering top-tier experiences to maintain its competitive advantage in this evolving market.
Popular destinations for German tourists
Mallorca
Often referred to as “Germany’s 17th state,” Mallorca remains one of the most visited Spanish destinations for German tourists. In 2023, of all German visitors to Spain, 42% visited one of the Balearic Islands. Most of them went to Mallorca. In 2024, approximately 4.6 million Germans travelled to Mallorca, attracted by its long sandy beaches, Mediterranean climate, and extensive tourist infrastructure.
Canary Islands
Beyond Gran Canaria, other Canary Islands—such as Tenerife, Lanzarote, and Fuerteventura—are also among the favourite destinations for German tourists. These islands offer year-round pleasant temperatures, stunning beaches, and diverse leisure activities.
Costa Brava
Lloret de Mar, with its vibrant nightlife and attractive beaches, remains a hotspot for young German travellers seeking entertainment and relaxation.
Costa Blanca
Els Poblets, a town near Dénia, has a significant German community, with approximately 25% of its 4,000 residents being of German origin. The availability of German-speaking services makes it a particularly attractive destination for German retirees.
Nerja and the Andalucian coast
Nerja, along with other parts of the Andalucian coast, is becoming increasingly popular among German travellers. Known for its picturesque cliffs, stunning beaches, and charming old town, Nerja offers a combination of relaxation and cultural experiences that appeal to both holidaymakers and expatriates. In the nearby coastal town of Torrox German tourists can even visit ‘El mejor Oktoberfest del sur de Europa’ (the best Octoberfest in the South of Europe).
Urban destinations
Barcelona and Valencia attract German tourists interested in culture, architecture, and gastronomy. These cities offer a mix of historical landmarks and modern attractions, making them ideal for high-end travellers seeking a blend of leisure and cultural immersion.
Also read: Tourist spending in Spain on the rise: British and Germans leading the way