In an increasingly competitive global tourism market, where travellers seek authentic and memorable experiences, gastronomy has become a strategic factor. In Spain, gastronomic tourism has moved well beyond simple food tasting and has become a pillar of the tourism sector.
According to KPMG, international tourists spent more than 17.2 billion euro on gastronomy in Spain in 2023, 24% more than before the pandemic. This growth is not accidental. It is the result of an evolution driven by clear trends that are reshaping what travellers seek and value.
Gastronomic tourism is also consolidating as a relevant choice for Spanish travellers themselves, even if it is often chosen as a secondary rather than primary travel motivation. Gastronomy is increasingly important in destination choice, and eating out is a central activity during holidays.
Almost half of respondents eat lunch or dinner in restaurants more than three times per week or always during their holidays. If those who do so two or three times a week are included, the figure rises above 74%. This shows that eating out is not an occasional event, but an integrated and fundamental part of the holiday experience.
Gastronomy is appreciated not only for taste, but also for social relations and cultural identity. Pleasure of taste, social interaction and gastronomic culture are all rated as highly important by the large majority of Spanish travellers.
The strategic levers behind Spain’s gastronomic tourism
One of the most powerful drivers of the sophistication of gastronomic tourism in Spain is the strategic commitment of public administrations. Through Next Generation EU funds, Spain has developed tourism sustainability plans and the Experiencias Turismo España programme, financing highly targeted projects that are transforming the gastronomic offer.
In regions such as La Rioja and Galicia, “gastronomic landscapes” are being created that integrate wine tourism routes with visits to local cheese and preserves producers, all under a framework of digitalisation and sustainability. In parallel, projects such as Segittur MISEA are working to enhance the tourism value of agri-food producers across the country.
In 2022, the Spanish Government launched the National Gastronomic Tourism Plan, a concrete roadmap aimed at consolidating Spain as a global leader in this field. Its pillars include sustainability, digitalisation and the development of authentic, high value-added experiences. It also promotes international familiarisation trips for journalists and influencers and supports bids for major gastronomic events.
The designation of Catalonia as World Region of Gastronomy for 2025 is another key example. Under the slogan Som Gastronomia, the region is positioning itself as a laboratory of innovation that links cuisine, culture, sustainability and landscape while also setting examples in circular economy and food waste reduction.
Wine tourism, olive oil tourism and authenticity
Recent tourism intelligence also shows that gastronomic tourism still has strong room for growth in Spain’s overall activity landscape, representing 12.4% of the available tourism experience offer. At the same time, wine tourism is expanding steadily. According to the Spanish Wine Routes observatory, visits to wineries and wine museums reached over 3 million in 2024, with a growing share of international visitors and strong seasonality around harvest time.
Olive oil tourism is also gaining ground, increasingly positioned as “the new wine tourism”. Premium tastings, walks through ancient olive groves, breakfast experiences and PDO-focused educational formats are part of this growth. Product-based tourism is also expanding around cheese, Iberian ham and cider.
At the same time, Spain is facing a very specific debate around the risk of “gastification”: the banalisation and homogenisation of offers in high-tourism areas. In response, a more informed gastronomic traveller is actively searching for the non-touristic, the neighbourhood bar, the producer selling directly, the simple dish that still carries truth and identity.
This tension between popularity and authenticity is central to Spain’s current positioning. The country competes from a position of strength, based not only on avant-garde chefs, but on the solidity of a diverse culinary culture and the quality of its local products. The challenge now is to communicate that capital effectively, attracting high-value tourism that seeks exactly what Spain can offer best: authenticity, excellence and an unforgettable table experience.
Contribution adapted from the 2025 Italian Food & Wine Tourism Report.
