Spain is having a golden moment. Between January and August 2025, 66.8 million international visitors arrived, and the tourism sector is on track to inject over €260 billion into the national economy, according to the National Institute of Statistics and the WTTC.
Visitors are spending more than ever—€1,457 per person on average, up 3.6 percent from 2024—with nearly half going toward luxury shopping.
Luxury tourism drives Spain’s new prosperity
Bain & Company’s 2025 Luxury Goods Market Study ranks Spain as Europe’s third-largest luxury market, surpassing Germany but trailing behind France and Italy.
Madrid, Barcelona, and Marbella are the epicenters of this rise, combining shopping, culture, and Mediterranean flair.
“The modern luxury traveler seeks more than glamour—authentic stories, personalized service, and sustainability,” says Mar Sánchez Villalta, CEO of SBC International Services.
Madrid: elegance with an edge
The Salamanca district’s Golden Mile—especially José Ortega y Gasset Street—hosts flagship stores from Hermès, Chanel, and Louis Vuitton. “It’s about curating experiences, not just selling items,” says Inmaculada Pérez-Castellanos, CEO of Madrid Luxury District.
Nearby, Galería Canalejas offers a private shopping haven with VIP suites, stylists, and exclusive previews. “Luxury now means privacy, service, and cultural depth,” notes Karine Title, CEO of the complex.
Barcelona & Marbella: heritage meets high fashion
Barcelona’s Passeig de Gràcia continues to shine as Southern Europe’s luxury hotspot, where Gaudí’s architecture frames stores like Prada and Cartier. Luxury sales jumped 29% year-on-year, driven by travelers from Asia and the Middle East.
In Marbella, luxury is evolving into a year-round experience. Brands like Chanel, Loewe, and Bottega Veneta have opened in elite resorts, while sustainable villas and exclusive marinas redefine Mediterranean elegance.
The next chapter of luxury
Experts say Spain is not just growing—it’s transforming. “Luxury today is about meaning—authenticity, connection, and a sense of place,” concludes Karine Title.
From the boulevards of Madrid to the beaches of Marbella, Spain has become Europe’s new luxury benchmark.