FITUR Experience Reveals Culture, History and Heritage Trips as the Most In-Demand Travel Experiences

Tours focused on culture, history and heritage continue to be the leading experiences sought by people booking trips to Spain, according to experts participating today in FITUR Experience, the new section of the International Tourism Trade Fair organised in collaboration with Viator, a Tripadvisor company. The event highlighted the growing importance of experiential tourism in Spain. Speakers also noted that among the fastest-growing experiences are outdoor activities, nightlife, shopping, cultural excursions, theatre and music.

FITUR Experience, held in the Knowledge Hub—the new hub concentrating innovation, digitalisation and tourism industry trends—analysed the marketing and visibility of travel experiences.

Tyler Jacobs, Viator Regional Manager for Spain, stated that “in 2025, Spain was highly attractive to travellers seeking all kinds of experiences. In addition to cultural offerings, some of the most in-demand activities include outdoor experiences, nightlife and shopping.” He also highlighted a trend towards diversification, encompassing areas as varied as “food and cooking classes, water parks, jazz and beach entertainment.” Jacobs warned that “travellers are looking for variety and want to strike a balance between fun and entertainment and local culture,” adding that “agencies and operators need to understand demand, offer high-quality products and carefully assess the pricing of each experience.”

Flexibility in booking

Sila Cameselle Vila, Director of Destination Specialists and Key Accounts, highlighted “the growing importance of booking travel via mobile phones, not only for convenience but also for speed, with growth of 96% since 2019.” According to Cameselle, “travel agencies must take this trend into account, as well as the need for flexibility and availability in bookings in order to meet customer expectations.”

She also emphasised the importance of customer loyalty for online platforms. In addition, she noted that “many travellers plan their trips around major events, while others seek luxury, private and exclusive experiences, although not at excessively high prices.” Finally, she pointed out that “outdoor adventure experiences and connection with nature are a fast-growing segment, and operators should consider how to further encourage customers to engage in them.”

Mónica Núñez, Senior Destination Manager, warned that “not all travellers are the same, nor do they book through the same channels, so it is essential to understand them on a personalised level in order to maximise the profitability of the products offered.” Meanwhile, Irene Orozco, Destination Manager, shared key recommendations to improve the offering of online travel agencies, including “ensuring that website information is clear and that great care is taken with images, as they are a key element in conveying the experience on offer.”

The experiences industry

The programme also included a roundtable discussion on the experiences industry, moderated by Mark Bolan, Associate Director of Destination Management at Viator. Vitor Bezerra, Head of Sales at Living Tour, explained that “our company offers a wide range of high-quality products with different objectives to meet the experience needs of all customers.” Carlos Pérez Cádiz, CEO and Co-Founder of Naturanda, highlighted the importance of “availability, reviews and pricing as key elements in the sector,” and warned that “it is important to avoid tour cancellations.” José Arozarena, CEO of Amigo Tours, stated that “customers speak for the company through the experiences they have with it,” and also pointed to “real-time availability, dynamic pricing and reviews” as critical fact