Lorraine Williamson
Spain has always been a magnet for visitors from across the Atlantic, but a new survey suggests the next three years will mark an unprecedented surge in American arrivals. According to research by MMGY Global for Turespaña, seven in ten Americans plan to visit Spain by 2028. It places Spain at the top of US travellers’ wish lists, rivalled only by Italy and Greece.
The study highlights millennials and affluent travellers as the most eager to explore Spain. Among millennials, enthusiasm reaches a remarkable 81%, while 76% of high-budget tourists plan to make the journey. This shift reflects a wider trend: younger generations are investing more in international experiences and seeing Europe as a cultural must.
The cities and islands topping the charts
Spain’s global cities remain irresistible. Madrid (80%) and Barcelona (79%) dominate the rankings, while Valencia (68%) and Seville (66%) are close behind. Beyond the mainland, the Canary Islands are rising stars, with Tenerife capturing the imagination of 76% of those surveyed and Gran Canaria 72%. The Balearics and cultural hotspots such as Granada, Bilbao, and Málaga are also firmly on the American radar.
American tourists overtake Brits in spending in Mallorca
Why Spain now?
Americans are drawn by more than the sun. The allure lies in Spain’s blend of culture, history, gastronomy, and landscapes. From Moorish palaces and Gaudí’s architecture to tapas culture and coastal escapes, Spain delivers variety in a way few European nations can match. Compared with neighbouring France, Portugal, or the UK, Spain now scores higher in appeal, positioning itself as a direct rival to Italy and Greece.
Women choose culture, men mix islands
The research also found subtle gender differences. Female travellers lean strongly towards cultural breaks in cities such as Madrid, Barcelona, and Tenerife. Male tourists are more likely to combine an island stay with a major city, especially Barcelona or Madrid, alongside Tenerife or Gran Canaria.
Spending power from across the Atlantic
The American presence is already being felt. In the first half of 2025 alone, 2.1 million U.S. tourists arrived in Spain, spending nearly €5 billion. Average spending per person last year stood at €2,113, with stays averaging eight nights and daily spending of €274. For Spain’s tourism economy, still recovering from the pandemic years, this marks a welcome injection of high-value travel.
The role of social media and reviews
How do Americans plan their Spanish holidays? Safety, climate, culture, and authentic experiences top the list of concerns. But crucially, YouTube, Instagram, and online reviews now shape itineraries more than traditional travel agents. Many visitors plan multi-city tours, while the rise of platforms such as Airbnb is adding new accommodation preferences to Spain’s hotel-dominated market.
A new focus on sustainability
Perhaps most significant is the rise of sustainable travel. Eighty-four percent of American tourists say they are willing to pay more for eco-friendly options, with millennials leading the shift. This echoes broader trends in US travel, where ethical choices—from carbon-neutral flights to eco-resorts—are increasingly seen as status markers and lifestyle values.
Spain’s golden opportunity
For Spain, the forecast signals more tourists and a chance to build long-term loyalty among a younger, higher-spending audience. With culture, food, and natural beauty already ticking boxes, the challenge now will be ensuring infrastructure, accommodation, and sustainability keep pace with the surge. If Spain can balance growth with authenticity, the next three years could reshape its role as America’s favourite European destination.
Source: Agent Travel