In general, Spain is experiencing a "great moment of growth in shopping", according to the director of Global Blue Spain, Ainara Andueza. "There are more tourists who are also spending more." Among Latin Americans, Mexicans (38%) and Brazilians (28%) stand out. As with other nationalities, their profile is increasingly younger: 42% are millennials (born between 1981 and 1996). Of luxury shoppers visiting the European Union, 65% choose Spain, spending an average of 27,400 euros, 73% of which is on luxury products in cities such as Madrid and Barcelona.

In contrast, Americans prefer Spain by 33%, behind France and Italy, and spend an average of 19,500 euros, of which 80% is spent on luxury, both in large cities and in secondary locations such as Marbella. After the pandemic, one in four Chinese tourists repeat their experience in Spain, although with less frequency and duration, spending an average of 22,300 euros and preferring to invest in handbags (42% of the total). Tourists from the Gulf countries also contribute to the luxury market in Spain: 18% of them visit the country, spending an average of 2,300 euros, a lower outlay compared to France and Italy (5,500 euros and 3,700 euros respectively).