Spain is intensifying efforts to address tourism seasonality by promoting personalized and experiential travel, as the sector is expected to account for 13.2% of the country’s GDP in 2025, according to Exceltur.
Traditionally concentrated in the summer months and during peak holiday periods, Spain’s travel model has placed strain on destinations during high season while creating instability for operators in the off-season.
The shift aims to distribute visitor flows more evenly throughout the year by expanding flexible travel offerings and cultural experiences. Agencies and local initiatives are targeting more sustainable and conscious tourism models that align with the country’s broader economic and environmental goals.
Growth in Tailor-Made and Experiential Travel
Travel agency networks like Azulmarino, part of World2Meet (W2M) under the Iberostar Group, report a surge in demand for custom travel experiences. “The personalized travel market is experiencing significant growth,” the company said. The trend reflects a growing preference among travelers for flexibility, authenticity, and trips tailored to individual tastes.
Azulmarino has responded by expanding its services from travel inspiration to post-arrival experiences. Its sponsorship of the Bilbao BBK Live music festival, which drew more than 115,000 attendees from 50 countries this year, exemplifies its strategy to align with cultural events. The festival generated an estimated economic impact of €23.6 million, according to the Bilbao City Council.
“Our goal is to continue growing as a benchmark in experiential tourism in Spain, expanding our presence and strengthening strategic alliances such as that with BBK Live,” the company said. In the short term, it aims to broaden its customized travel offerings, and in the medium term, it seeks to become a leading brand in emotional tourism in Spain and key international markets.
Regional Models for Sustainable Tourism
Other initiatives across Spain are promoting tourism models focused on responsible and off-peak travel. The “Legacy of Your Trip” program, developed by rural areas in the Community of Madrid including Sierra Oeste, Manzanares el Real, and Nuevo Baztán, encourages visits from seniors, cyclists, and food tourists. The project emphasizes sustainable tourism integrated with local businesses and community life.
“The experience should be enriching for the traveler, but also for the person who receives them,” said Leonard Pera, CEO of Open-Ideas, a consulting firm in digital tourism transformation. “Our work with these destinations is aligned with that: promoting authentic tourism, connected to the people and the region.”
Heritage and Immersive Cultural Offerings
Spain’s Historical Heritage Network has added momentum to this shift with a summer calendar of immersive events at castles, palaces, and monuments across the country. These include candlelit concerts, medieval reenactments, outdoor yoga, sensory tastings, and theatrical shows aimed at promoting crowd-free cultural tourism.
With September and October now contributing to the extended summer travel season, agencies anticipate that this fall will be “decisive” in consolidating a strong year for tourism. The Spanish Confederation of Travel Agencies (CEAV) forecasts sector growth of 5–8% for the season, supported by continued demand and rising spending, according to BBVA Research data on travel-related transactions.
