Americans now spend more than Brits in Spain, and could soon be the Costas’ preferred guest

The spending power of American tourists is impacting the Spanish tourism industry, leading some to prefer American visitors over their British counterparts. While British tourists still make up the largest single market for Spain, with 19.1 million visitors in 2024, American numbers have grown dramatically, from around one million in 2014 to 4.2 million in 2024, a fourfold increase over a decade. By the end of 2025, American tourist numbers had climbed to just under five million.

Several factors have contributed to this growth, including easier access to Spanish cities through new nonstop routes and the influence of popular cultural exports such as the Netflix series "Money Heist" and the rise of chef José Andrés. Additionally, the Spanish football team's recent World Cup win has likely boosted interest among Americans.

Ernes Olasagasti, a tour guide in northern Spain, noted that American tourists are open-minded, enthusiastic, and interested in the human side of travel. Cynthia Pereira, the owner of a bar in San Sebastián, adjusted her opening hours to accommodate American diners and added Basque cheesecake to her menu, citing their polite nature and appreciation for the experience.

A majority of American tourist activities in Spain are culture-led, with nature-based trips, gastronomy, and wellness being the top categories. They rated their overall experience at 9.5 out of 10, surpassing Spain's national average of 9.3. Americans are increasingly combining northern Spain with popular regions like Barcelona, Cataluña, Madrid, and Andalucía, seeking authentic experiences such as meeting winemakers and visiting small local producers.

Golf remains a popular draw, with courses on the Costa del Sol attracting overseas players since the Ryder Cup in 1997. The tourism ministry is steering the industry toward "quality over quantity," recognizing that rising visitor numbers can lead to increased infrastructure demands. American spending offers a solution to this problem, as demonstrated by American tourists' higher spending per visit in the Balearic Islands, averaging €2,528 in 2023, compared to £1,155 for British tourists and £1,135 for Germans.

While the UK remains Spain's largest market in terms of visitor numbers, with 11.5 million visitors in the first seven months of 2026, Spain does not need more of this kind of growth. Instead, it needs the spending patterns that Americans typically bring. The aviation industry in Spain is shifting to cater to American visitors, with Málaga leading the way, followed by Valencia and Alicante. This shift in focus is already beginning to bear fruit, with Valencia recently announcing its first nonstop flight to the US in years.