Spain reinforces its position as one of the most important international destinations for luxury tourism. The fourth edition of Coming Up!, organised by Spain is Excellence (SIE) at the VP Plaza España Design Hotel, brought together more than 200 representatives from the tourism sector, premium brands and public and private institutions. The conference analysed the factors that will define the evolution of high-value tourism in the coming years, with a focus on technology, connectivity, market diversity and training.
A knowledge-based strategy of excellence
Among the main topics discussed at the meeting, Visa presented a preview of its report on premium traveller behaviour. The company highlighted the importance of data as a tool for better understanding high-spending visitors and designing more accurate experiences with greater economic impact.
By analysing consumption habits, spending patterns and travel preferences, Visa provides destinations, hotels and businesses with strategic information that allows them to anticipate trends and identify opportunities. This collaboration with SIE reinforces a shared vision: to build a model of excellence in tourism based on knowledge, digitalisation and cooperation between companies and institutions.
According to Eduardo Prieto, general manager of Visa in Spain, the country is at ‘a key moment to consolidate itself as a leading luxury tourism destination,’ with a roadmap that combines economic development and social value through digitalisation and collaboration with the luxury ecosystem.
Connectivity: a new dimension of luxury
The meeting also focused on connectivity as a central element of the travel experience. In a conversation between Ana Alonso, CEO of SIE, and Javier Sánchez Ciudad, marketing manager at O2 and eSimFLAG (Telefónica), the impact of new technologies on premium tourism was analysed.
Eighty-four per cent of travellers consider their smartphone an indispensable tool when travelling, and more than 50% use it for tasks directly related to their trip, from bookings and payments to planning and remote working.
Sánchez Ciudad highlighted the expansion of Travel eSIMs, which allow travellers to connect upon arrival at their destination without any additional steps. Currently, between 10% and 15% of international travellers already use them, and 90% say they are willing to do so on their next trip. This technology, he explained, brings advantages for both travellers and the tourism value chain, facilitating more efficient and sustainable services.
New source markets: South America and Asia in the spotlight
The transformation of source markets was another key topic at the meeting. Alejandro Nimo, representative of the Argentine Government in Spain, highlighted the strong growth in Argentine tourism to Spain, driven by economic liberalisation and the removal of exchange restrictions. In 2024, almost 700,000 Argentineans visited Spain, with a total expenditure of 1.822 billion euros. This type of traveller, who is culturally interested and travels frequently, shows remarkable potential for Spanish tourism of excellence.
For his part, Amadeo Jensana, Director of Economy and Business at Casa Asia, analysed the boom in high-value tourism from Southeast Asia, a region with a visitor profile that spends up to three times more than Europeans and shows a growing interest in gastronomy, culture and luxury shopping. Spain, he said, is perceived as an authentic, safe destination with a style of hospitality that is valued by the Asian public.
Madrid consolidates its premium offering
The Community of Madrid was the focus of one of the most notable panel discussions, moderated by Jesús Morales, director of 20minutos. The region ranks among the national destinations with the highest average expenditure per tourist, exceeding €1,800 per trip and with more than €350 in daily expenditure.
Half of this budget is spent on accommodation and restaurants, while the other half is spent on experiences and leisure, a figure that reflects the evolution of premium travellers towards more experiential offerings.
Raquel González Aguilar, from the Directorate-General for Tourism and Hospitality, stressed that the key is to offer tailor-made experiences with a local identity. Among the examples analysed were the Galería Canalejas, an international benchmark for urban luxury in Madrid, and high-end wine tourism projects such as Tierra Calma, which connect visitors with the region’s history and heritage.
Ecotourism, with 8% growth, is adding to this trend, driven by the biodiversity and natural spaces offered by the region.
Training and female leadership: new keys to value
Educational tourism and female leadership are establishing themselves as drivers of the new luxury tourism.
The ‘Growing Through Travel’ section highlighted Spain’s ability to position itself as an international hub for education and experiences. Schools such as ESADE and Les Roches Marbella have a high percentage of international students and promote the country’s academic appeal as part of their tourism offering.
At the same time, the panel discussion on women travellers, moderated by María de León, analysed the growing influence of women in travel decisions: more than 60% of bookings and destination choices are made by women. The new female luxury prioritises safety, well-being, purpose and sustainability, and is driving a diversification of products and services in the sector.
