Lorraine Williamson
Spaniards are increasingly valuing memorable experiences above material goods, according to recent data from Mastercard. Nearly half of Spaniards (49%) now prioritise spending on experiences, significantly higher than the 22% who prefer purchasing material items.
This shift highlights a broader trend toward experiential living.
Motivations behind the trend
Spaniards are driven by desires to create lasting memories, explore unfamiliar places, and share quality time with family and friends, as reported by Hosteltur. Such motivations indicate a societal shift toward meaningful connections and exploration over tangible possessions.
Preferred leisure activities
Travel remains the top activity, followed closely by culinary experiences and cinema outings. Outdoor adventures, wellness retreats, art exhibitions, and live music are also popular. The survey reveals gender-specific preferences; men notably favour gastronomy and outdoor pursuits, whereas women lean towards cultural events and cinema visits.
Dream travel destinations
If financial constraints were removed, Spaniards would head to far-flung locations such as Japan, Argentina, Australia, and the United States. European destinations, including Italy, France, and domestic trips within Spain itself, also remain highly desirable. Spain continues to attract significant international interest, particularly from Dutch, Serbian, and Romanian tourists.
Increased spending on experiences
Over half of Spaniards plan to increase their expenditure on experiences compared to 2024, reflecting a sustained trend toward experiential spending. Younger demographics, notably Generation Z and millennials, show the strongest intent to allocate more resources to experiences. This group tends to reduce spending in other areas to afford activities aligned with personal passions.
Planning is key
Planning in advance is critical for Spaniards, with most organising activities several months ahead. A smaller group even plans experiences years in advance. Such careful preparation underscores the value Spaniards place on maximising their leisure experiences.
Local experiences preferred
Despite the appeal of international destinations, 67% of Spaniards favour domestic experiences due to affordability and a desire to support local economies. However, international travel retains its appeal through the promise of unique cultural experiences and discoveries.
Also read: The changing profile of British tourists in Spain