Spain, favourite destination for international shopping tourism

24-03-25

Spain is consolidating its position as one of the most attractive destinations for shopping tourism worldwide, and the latest data reveal an upward trend in spending by international visitors, especially in the luxury segment. According to Global Blue reports, the country has achieved a 124% recovery from pre-pandemic levels in 2019, surpassing even other European powerhouses in the sector such as France (115%) and Italy (113%). This remarkable growth not only reflects a solid recovery after years of uncertainty, but also a strategic repositioning of Spain on the global luxury retail map.

The profile of the tourist buyer in Spain has diversified notably, with a strong presence of travellers from Latin America, the United States, the Middle East and Asia, especially China. These visitors are not only looking for sun and sand, but also for urban, cultural and, increasingly, exclusive shopping experiences. In this context, major cities such as Madrid and Barcelona are consolidating their position as epicentres of luxury, with areas such as Madrid's Golden Mile and Barcelona's Passeig de Gràcia attracting international brands and consumers with high purchasing power.

During the first two months of 2024, the growth in international tourist spending on shopping has been more than evident. Travellers from the United States have led the increase, with a 54% increase compared to the same period in 2023, closely followed by Latin Americans, with an increase of 44%. Particularly noteworthy is the upturn in Chinese tourists, whose spending increased by 8%, a particularly significant figure considering that Chinese tourism is still in the process of recovery after the health restrictions of recent years.

In terms of purchasing behaviour, the average spend per transaction has also seen an upturn. Visitors from the Middle East spent the most per purchase, with an average of 1,021 euros, followed by Latin Americans with 992 euros and Chinese tourists with 975 euros. These figures not only demonstrate the attractiveness of the Spanish retail offer, but also the confidence of international consumers in the quality, exclusivity and shopping experience offered by the country.

One of the key factors behind this recovery has been the elimination of mobility restrictions and the re-establishment of international air connections, especially with Asia. Added to this has been the retail sector's efforts to offer more personalised experiences tailored to the expectations of foreign visitors, as well as the rise of tax-free services, which in Spain offer increasingly agile and digital processes, increasing shopper satisfaction.

The dynamism of the Spanish market has also aroused the interest of new international brands, which see Spain not only as a top tourist destination, but also as a strategic showcase for positioning themselves in Europe. The fusion of culture, gastronomy, climate and commercial offer generates a unique ecosystem that few countries can match.

Moreover, the growing demand for premium experiences has led many luxury brands to opt for flagship stores and exclusive spaces in the country's main commercial arteries. This phenomenon not only enriches the offer for tourists, but also enhances the value of shopping areas and contributes to the local economy.

Spain has been able to capitalise on its tourist attraction and its commercial offer to consolidate its position as a global benchmark in shopping tourism. With a strategy focused on customer experience, adaptation to the new consumer profile and a clear commitment to quality, the country is projected as an essential destination for travellers who combine pleasure, culture and luxury in every getaway.