Culinary, nautical, wellness and cultural experiences all within a single country

With an ever more refined blend of personalised experiences, sustainable commitment and gastronomic excellence, Spain has firmly established itself as a global leader in luxury tourism. Today’s premium traveller no longer seeks only exclusive accommodation but an authentic cultural immersion in destinations that align with their values. This approach positions Spain ahead of other markets like Italy and France, offering experiences centred around authenticity, wellness and haute cuisine. According to the latest Condé Nast Johansens study, 30% of affluent tourists plan to visit Spain in 2025, surpassing other leading European destinations. What's more, 76% prioritise culinary experiences over nature (55%), art (48%) or wellness (44%). From tasting menus at Michelin-starred restaurants to local taverns, luxury travellers cherish the authenticity of every bite. Spain, the birthplace of the Mediterranean diet and gourmet products such as extra virgin olive oil, wines and cavas, stands as an international culinary icon. Barcelona ranks among the top three European cities with the most Michelin Stars, a total of 39, spread across 29 restaurants. Additionally, 57 restaurants have been awarded the Green Star for their commitment to sustainable practices. Tailored and wellness experiences also take centre stage, while personalised guided tours of heritage sites, workshops with local artisans and wellness retreats complete Spain’s luxurious offering. Costa del Sol (Málaga and Marbella). Beyond its five-star hotels and exclusive shopping, the region offers private dining experiences with local chefs, nautical journeys along the Andalusian coast, and stays in spa villas. The area also offers guided museum tours, winery experiences, bespoke celebrations set in natural surroundings and facilities for playing pádel, a trendy sport in the luxury sector.

Located in Benahavís (Marbella), Anantara Villa Padierna stands out as one of the premier hotels on the Costa del Sol, renowned for its stunning suites and villas, three golf courses and one of Málaga’s most sophisticated dining experiences © Anantara Villa Padierna Resort

Region of Valencia. Authenticity shapes the experience throughout the region. From private cooking classes featuring fresh Mediterranean produce to visits to traditional ceramics workshops and customised tastings at local wineries. Golf (boasting over 30 professional courses), sustainable tourism and charming boutique hotels come together with tours through natural parks and coastal areas, along with experiences in environments certified for their sustainability. Balearic Islands (Mallorca and Ibiza). Luxury in the Balearic Islands is defined by personalisation, with the islands emerging as a premier destination for superyachts and large vessels. Spa treatments on cliff tops overlooking the sea and gourmet culinary routes are key highlights of Mallorca’s appeal. Ibiza complements this with yoga retreats, villa rentals, beach clubs and luxury vehicle tours exploring hidden coves.

Luxury boat excursions rank among the most popular activities for visitors in the Balearic Islands. In the image, sailboats and yachts moored at Cala Salada (Ibiza, Spain) © Shutterstock

Madrid. The capital city offers private museum tours, shopping appointments with a personal shopper in luxury boutiques, exclusive tastings in gastronomic venues and workshops in historic districts. Travellers can stay in luxury hotels featuring themed suites, savour dinners at Michelin Stars restaurants — boasting a total of 29 — paired with exclusive wine selections, or enjoy concerts and cultural events from VIP areas.