Question
As a business owner in the Costa del Sol, I’m accustomed to British, Dutch and Scandinavian tourists year in, year out. But, it turns out that American Tourists in Spain are one of the growth areas. I’m used to northern Europeans who just want to get drunk in a bar, get burnt on a beach, and get home again without getting arrested. What do US citizens expect from a Spanish vacation? What do Americans expect?
Answers
These are the answers from Spainguru’s Facebook group members:
“Americans are broad and diverse. And Spain has many aspects. But I will try to generalize ba sed upon my experiences. When visiting Spain (or any country), we start with history and culture.”
“The first time we visited Spain, we visited Madrid, Sevilla and Granada. So we visited the Prado, Real Alcazar, Catedral de Sevilla, Alhambra and Albaicin. For more local feel, we visited El Rastro market, spent days wandering Triana, and the Arab baths.”
“Of course we ate tapas and drank wine (but no more than 1-2 glasses per night). If I were 25 and wanted to get drunk by the beach, there are plenty of places locally (NYC area) to do that. Why fly 7 hours for that?”
“The American who just wants to get drunk, get burnt on a beach, and then go home again, doesn’t need to leave the US to do so let alone go somewhere that requires a passport. Agree 100% with the sentiment about sightseeing, food & drink, and cultural immersion as interests and highlights.”
“Americans come here to visit or live because they really want to get out of America. Most don’t even want to see other Americans while over here. Getting drunk and burnt is to easy in the US.”
“One thing I overheard my son talking about with his friends who have traveled is the charm of walkable cities in Europe — places where you can easily find local cafés and small shops. He loved the way people linger in the afternoons, chatting over a coffee or sharing a beer before heading home. There’s also something special about the small towns, with their character and slower pace of life, as well as the beauty of the nearby countryside.”
“Americans are interested in history, sight seeing, and mostly peace – because the grind culture in America is exhausting and we want peace and the chill vibes we are told you get in Spain… Oh and lastly, we want good food… so adding great places to eat and amazing foods to try would be awesome!!!”
“As someone who has spent my entire life in San Diego, built my career as a licensed Realtor in California, and also works in Dubai real estate, I’ve now based myself in Estepona on the Costa del Sol. So I see this question from a very unique lens: comparing three of the top global destinations for both tourism and lifestyle. One thing I’d emphasize is that the American mentality is diverse, so there isn’t one single answer.”
“What draws them is lifestyle. We already live with beautiful weather and beaches back home, but Spain adds something different: the warmth and kindness of the people, the relaxed Andalusian vibe of my area, particularly, the quality of fresh Mediterranean food, and the ability to balance life with golf, nature, and cultural exploration. There’s also the value of Spain as a base.”
“Here, you can hop on a short flight and be in another country for the weekend. That accessibility is huge for Americans. Add in the cost of living (significantly less compared to Southern California if you’re earning abroad), quality healthcare, and the fact that taxes are actually seen at work in the community, and Spain offers something Americans deeply crave: harmony, affordability, and balance.”
“I will say that two major expenses i hadn’t studied enough become coming here were the taxes and how much it would cost to fly my kids here every few months. And, I know that the expenses have risen, especially with rents. However, outside of missing my children, even if it were to be same cost of living, the WAY I FEEL in Spain is different … i don’t know how to convey that being surrounded by a positive environment of people appreciating their lives truly affects your happiness.”
“I think you are being too general. A person in their 20s will want something different than a person in their 40s. If pushed for a generalization I would say Americans want the fantasy of Spain.”
“Coming from California, which is a version of New Spain, the place feels familiar but better: similar and better climate, Roman ruins and a castle actually around the corner, meet people of all nationalities, and what you can’t find in America – a sense of real community, respect for elders, a priority on being social and truly living life.”
“With the US being so new historically speaking, we love seeing all the beautiful old buildings that have stood the test of time, we love the cobblestone streets, and really, just all the character of Europe.
We moved to the Costa del Sol in July and we have tried to see as many places within a few hours drive at least once a week, as we are still trying to settle into our home. So we’ve gone on day trips to Granada, Cadiz, Ronda, Mijas Pueblo, Setenil de las Bodegas, Old Town Malaga, and several beach locations.”
“Many good comments already about the cultural history and the food. But my sense is that many American tourists are also looking for an escape from the cultural revolution now taking place in the US. Spain can be a welcome relief.”
“Most just want to see or be in historical places, since everything is relatively new in the US. Others who visit Spain may want beaches, but a relaxing time, not partying. They also want to learn more about the culture and try new foods.”
“Americans are interested in history, architecture, archaeology, museums, culture, food and local experiences for the most part.
Throw in a bit of shopping. There are great beaches all over the southern U.S.”
“My thought is – as Americans, if all I want from a vacation is to get drunk and burnt, we can go to Florida or Mexico for that much cheaper than going to Europe. As an American, if I’m going to Europe, I’m want to explore a different culture and foods. See museums or historical sites.”
“The things we don’t have in the US – history, transportation, good food for cheap (relatively), and a break from insanity.”
“I’d say the Americans who come to Spain are looking for the unique cultural experience. Those who just want a drunken weekend won’t spend 12 hours on a plane to Europe, they’d go to local places of debauchery like Florida or Vegas. Americans in Spain are looking for history, for architecture and great artwork, for traditional music and food and dance.”
“Food, drink, history, architecture, photo ops and to SLOW DOWN. Life in America is so fast paced and cut throat.”
“The main reason that it feels like your typical American wants something different/more from a vacation in Spain is because they probably spent 3-7 times as much money to get there in the first place. An American flying from the west coast is looking at 1400 dollars, maybe more. Even from the east coast it’s still going to typically be at least a thousand bucks.”
“Personally this is what we expect (I tend to travel with a large group of family and friends. Mostly American but some Europeans among us)- historical places/tours/guides, good food- as “authentic” as possible, public transportation but also cabs available.
We try to not be tourists but instead to be temporary residents even if it’s just a few weeks.
For us, it’s more about the history and the food.”
“As an American, if I were visiting Spain I would be in search of authentic Spanish cuisine, culture, and activities. I would be looking for annything interesting, unique, and learning opportunities. And yes, ice and AC :)”
“I’m a parent and when we travel we always look for a mix of culture and adventure. My family likes activities that are active like kayaking, jet skiing, biking, hiking and horseback riding. Our ideal trip includes exploring small cities, visiting a few historic or cultural sites, FOOD, going to markets, taking a bike tour.”
“I go to experience culture, eat food, see things, eat food, eat food eat food. Oh and eat food”
“US tourists don’t want to contend with belligerent drunk Brits”
“I agree that Americans are looking for more since they travel further. Age would be a factor as well. Most would like a cultural experience including food.”
Conclusion
The conversation suggests that American Tourists in Spain usually prioritize culture, history, architecture, and food over party-focused beach holidays. Many highlight walkable cities, markets, and a desire to slow down and enjoy local life. Cost and distance act as a filter, meaning those who come often seek meaningful experiences.
Age and stage of life shape preferences: younger travelers may chase nightlife, while families and mid-career visitors look for a mix of activities, comfort, and authenticity. Practical comforts like AC, ice, organized tours, and good service matter, but they are secondary to cultural immersion and scenic day trips.
For businesses on the Costa del Sol and elsewhere, lean into curated cultural experiences, regional cuisine, and easy logistics rather than party packages. Positioning offerings for American Tourists in Spain around lifestyle, heritage, and “live like a local” experiences aligns with what these travelers say they want.
For your next step on settling in, explore our article “Americans Renting in Spain (2025)” at https://spainguru.es/2025/08/28/americans-renting-in-spain-2025/
This article is based on personal opinions from the Spainguru community.
