New booking data for the first two months of 2025 reveals a sharp rise in demand for adventure and experience-based holidays in Spain, as British travelers continue to show a strong preference for the country. Tour operators are reporting a notable increase in bookings for self-guided cycling and hiking holidays, as well as foodie trips to cities like Bilbao and Seville.
Rising Interest in Off-the-Beaten-Path Destinations
Tour operators specializing in bespoke travel experiences have seen a significant surge in demand for less conventional destinations across Spain. Patrick Millar, Head of Marketing at Kirker Holidays, highlighted a 10% increase in bookings for Spain compared to last year, with a particularly strong interest in smaller, culturally rich cities.
“Madrid has seen a remarkable 66% increase in bookings this year, while Bilbao has experienced a dramatic threefold increase. Both cities now feature our newly launched gastronomic walking tours, which have proved popular,” Millar said. “There has also been a 25% rise in bookings for boutique hotels and Paradores in cities such as Avila, Salamanca, and Toledo, where visitors are seeking a more intimate travel experience.”
Growth in Self-Guided Holidays and Cycling Tours
Macs Adventure, known for its self-guided active holidays, also reported an upbeat outlook for Spain in 2025. Graham Horner, Chief Growth Officer, noted the ongoing popularity of Spain for walking and cycling tours, attributing the appeal to the country’s diverse landscapes and rich regional cuisine.
“The Camino de Santiago remains our best-selling walking route, but this year we are seeing growing interest in lesser-known itineraries, such as Walking the Catalan Coast and Ronda and the Sierra de Grazalema,” Horner said. “Our cycling tours are thriving as well, with a nearly 63% increase in bookings. Popular itineraries like Cycling Paradores of Extremadura and Cycle Andalucia are in high demand, and the addition of e-bike options has broadened the appeal to cyclists of all abilities.”
Continued Demand for Cycling and Walking Holidays
Headwater, another company offering active holidays in Spain, has also seen a rise in bookings for 2025. Spain product manager Sara Hughes reported a 12% increase in bookings this year, with particular interest in the Camino de Santiago, cycling holidays in Mallorca and Andalucia, and walking tours in Andalucia and Catalonia.
“There is also strong demand for walking holidays in the Canary Islands, especially in Fuerteventura, El Hierro, and Tenerife, where travelers are seeking more remote and nature-focused experiences,” Hughes added. “With availability already limited for the upcoming months, we are seeing increasing interest in trips for Autumn 2025 and beyond.”
Tourism Trends in Spain’s Regional Destinations
Manuel Butler, Director of the Spanish Tourist Office in London, welcomed the growing interest from British travelers in exploring Spain’s lesser-known regions. He emphasized that this shift is contributing to a more sustainable tourism model.
“We are thrilled that British tourists are venturing beyond the typical hotspots to discover the diverse landscapes of Spain, from the valleys and mountains of Extremadura to the rugged coastlines of Asturias and the Basque Country,” Butler said. “This trend aligns with our goal of fostering longer stays and more sustainable tourism that benefits both travelers and local communities.”
As the demand for adventure holidays in Spain continues to rise, it is clear that travelers are increasingly eager to explore the country’s rich culture, landscapes, and cuisine in a more immersive and sustainable way.
For more information on upcoming trips to Spain, visitors are encouraged to explore the offerings from major tour operators.
