Spain is attracting more luxury travellers seeking authentic, sustainable and personalized experiences beyond traditional hotspots. Destinations including Valencia, Costa Blanca, Bilbao, San Sebastián and Seville are gaining attention, with Seville’s five-star hotel supply tripling since 2019. Demand is rising for gastronomy, wine routes, private sailing, wellness and cultural stays. Mallorca’s sustainability campaign also promotes responsible tourism while supporting local communities and businesses.