Luxury tourism is evolving towards more conscious experiences, where wellness, authenticity and excellence become the true value.
CONTACT
CONTACT
Madrid, 27 October 2025 - Spanish luxury tourism has once again placed itself at the centre of the global map with the fourth edition of the Coming Up!the annual meeting organised by SIE, Spain Is Excellence held at the Hotel VP Plaza España Design.
More from 200 professionals from the sectorpremium brands and public and private institutions came together for a day that explored the new source markets, technological transformation and the role of the training, connectivity and women in the evolution of high-value tourism
One of the key moments of the event was the presentation of the Visa progress report on the behaviour of the luxury tourist. The global digital payments company highlighted the value of data and technology to better understand the premium traveller and design more personalised and cost-effective experiences.
"Spain is at a key moment to consolidate its position as one of the world's leading luxury tourism destinations," he said. Eduardo PrietoThe General Director of Visa in Spain.
"Our purpose is clear: to promote a tourism that combines economic development and social value, by focusing on digitalisation and collaboration with the luxury ecosystem".
This collaboration between Visa and EIS reinforces a tourism model based on knowledge, innovation and public-private cooperation.
The inaugural conversation between Ana AlonsoCEO of SIE, and Javier Sánchez Ciudadof Telefónica (O2 and eSimFLAG)The importance of connectivity in the traveller's experience.
The 84 % of tourists considers their smartphone essential for travel and more than 50 % uses it for travel arrangements.
"Connectivity is no longer a luxury, it's part of the luxury experience," said Sánchez Ciudad, underlining the potential of the Travel eSIM as a sustainable and frictionless solution.
This new form of connection is consolidating as an unstoppable trend: between 10 and 15 % of international travellers already use eSIM, and 90 % states that he would be willing to do so on his next trip..
According to Telefónica, this technology not only improves the traveller's experience, but it also benefits the tourism value chain -hotels, agencies and destinations - by reinforcing the perception of quality and service.
The meeting also discussed the emerging markets with greater projection for high-value tourism.
Alejandro Nimothe Argentinean President's attaché in Spain, highlighted the record growth in Argentinean outbound tourism to our country, with 700,000 visitors and total expenditure of 1.822 billion euros in 2024.
The profile of the Argentinean tourist, "curious and culturally educated", is looking for authentic, heritage and gastronomic experiences beyond the traditional circuits, with special interest in Madrid, Barcelona and Sevilleas well as in destinations with historical roots such as Galicia or the castle routes in central Spain.
This traveller, who makes between three and five trips a year and spends above average, represents a great opportunity for Spanish tourism of excellence.
For its part, Amadeo Jensana (Casa Asia) and Helena Lamers (SIE) addressed the rise of the premium traveller from Southeast Asiaespecially in Singapore, Malaysia and Thailand.
This profile spends up to three times as much as the Europeanwith a growing interest in the gastronomy, luxury shopping and heritage culture.
Jensana underlined Spain's attractiveness as an authentic and safe destination, with potential in San Sebastian and in the Halal and religious tourismand the need to offer hospitality standards comparable to "Asian luxury": excellence, attention to detail and sustainability.
The Community of Madrid was the protagonist of a round table dedicated to its consolidation as a destination for excellent tourism.
With a average spend per tourist of €1,800 per trip y 350 € per daythe region combines urban luxury and authenticity in proposals that connect the visitor with the soul of the destination.
"The demands of the premium tourist are increasingly sophisticated: the key is to offer tailor-made experiences with a local identity," he said. Raquel González Aguilarof the Directorate General for Tourism and Hotel Management of Madrid.
During the session, projects were highlighted, such as Canalejas Gallerywhich has turned seven historic buildings into an icon of Madrid luxury; Calm Earthwhich brings together wine tourism, history and sustainability; and Inspiriencea boutique agency specialising in purposeful luxury travel and transformative experiences.
All of them reflect the new direction of premium tourism: customisation, local roots and real sustainability.
In addition, the ecotourism is growing by 8 % per annum, with the Community accounting for the largest share. 40 % of national biodiversitywhich reinforces its appeal to a more conscious and sustainable traveller.
The table Growing Up Travelling put the focus on the training tourisma growing segment in which Spain stands out as a international hub of education and experience.
ESADE, Les Roches Marbella and projects such as Unique Galicia agreed on the country's potential to lead a immersive educational tourism that unites learning, culture and personal transformation.
"Spain is a safe, connected country with academic excellence; the international student comes for the degree and stays for the transformative experience," he said. Mano Solerdirector of Les Roches Marbella.
From the experiential dimension, Pablo Zunzuneguifounder of Unique GaliciaThe value of the The Way of Saint James as an open-air classroom: in 2024 it received around 500,000 pilgrimsof which 3,000 were international students who made the tour as part of educational programmes.
The closing of the day had a feminine voice with the table "Women travellers: purpose and leadership in luxury tourism".moderated by Maria de Leon.
More from the 60 % of travel decisions are taken over by women and, by 2030, they will be managing 34 trillion in assetsdriving a new luxury focused on safety, well-being, sustainability and authenticity.
"Travelling among women is not a fad, it is a consolidated reality that creates community and transforms," she said. Alice Fauveauof Focus on Women.
The industry responds with hyper-segmented productswellness, fashion, art and routes with local identity- and with tangible improvements in hospitality, truly designed for them.
The fem-fluence redefines premium tourism with personalised experiences consistent with the values of this new global traveller.
The fourth edition of Coming Up! reaffirms the vision of Spain is ExcellenceLuxury tourism with a soul, combining technology, sustainability and talent.
The future of Spanish tourism is not only measured in numbers, but also in experiences that inspire, transform and endure.
Luxury tourism is evolving towards more conscious experiences, where wellness, authenticity and excellence become the true value.
On 27th May, SIE, Spain Is Excellence held a new Sales Mission in Ireland, a strategic meeting aimed at
ART & TEA: a sensory experience between art, wellbeing and contemplation
On 21 May, ART & TEA, a botanical and sensory experience organised at the National Museum of Art and Art, was held at the National Museum of Art and Art History.
