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Americans embrace Extremadura as Spain's hidden tourism gem
The southwestern Spanish region of Extremadura, known for its Roman ruins and ties to the Spanish conquistadors, has emerged as the fastest-growing destination for American tourists in 2025. This lesser-known area, often overshadowed by Spain’s traditional hotspots, is captivating visitors seeking authentic and historical experiences.
Record growth in American overnight stays
Between January and July 2025, overnight stays by American tourists in Extremadura surged by 45% compared to the same period in 2024, according to Spain's National Statistics Institute (INE). This growth far outpaced other regions, with the Balearic Islands, ranking second, seeing a 14% rise. Nationally, the increase in overnight stays by U.S. visitors was just 2%, highlighting Extremadura’s unique appeal.
Figures from the regional government, Junta de Extremadura, show that 15,587 Americans visited the region during the seven-month period, up from 10,074 the previous year. Officials attribute this significant increase to targeted promotional efforts in the U.S. market.
A blend of nature, history, and heritage
Bordering Portugal, Extremadura offers a distinct combination of natural beauty and historical heritage. Cities like Cáceres, Mérida, and Badajoz are rich in cultural and architectural treasures, including remarkably preserved Roman ruins and monasteries. Visitors are drawn to the region's authentic atmosphere, which evokes Spain’s historic past.
Extremadura’s historical importance is further highlighted as the birthplace of famed conquistadors Francisco Pizarro and Hernán Cortés. Their legacy, along with the region’s charm, has made it an attractive alternative for tourists seeking less commercialized destinations.
Strategic efforts boosting visibility
The growth stems from a coordinated internationalization strategy led by the Junta de Extremadura and Spain’s national tourism body, Turespaña. Promotional campaigns emphasizing the region’s cultural and natural attractions have resonated with American audiences.
In 2024, Extremadura’s Tourism Minister, Victoria Bazaga, personally promoted the region in New York, while American tour operators visited Spain during the USA/Canada-Spain Tourism Summit 2025. These initiatives aimed to align Spain’s offerings with North American travel preferences.
Minister Bazaga described the surge in visitors as "extraordinary growth" and pledged continued efforts to strengthen the trend. She emphasized the importance of tourism as a driver of wealth and employment for the region.
A rising market for American tourists in Spain
U.S. travelers are becoming an increasingly important demographic for Spain's tourism sector. In 2024, Americans were the sixth-largest group of international visitors, with 4.3 million arrivals, and ranked fourth in spending. On average, American tourists spent over €2,000 during eight-day trips, reflecting their economic impact.
For those planning a visit, Extremadura is best accessed via Madrid, with a two-hour and 45-minute drive or a train ride costing between €20 and €30. As travelers continue to seek unique experiences, Extremadura’s rise as a hidden gem is expected to further solidify its position in Spain’s tourism landscape.