Americans swap usual tourism hubs in Spain for 'unknown' Extremadura
The southwestern region famed for its Roman ruins and being where Spanish conquistadors hail from is leading all regions of Spain in terms of growth of the American tourist market.
The western region of Extremadura has become the fastest growing part of Spain for overnight stays by American tourists, suggesting that holidaymakers from the States are looking for new experiences in Spain away from the more traditional holiday destinations.
Overnight stays by Americans in the region between January and July increased by a significant 45 percent this year compared to 2024, according to data from Spain's national stats body (INE) provided by the Turespaña office in New York.
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That puts Extremadura at the top of growth rankings, far ahead of the second placed Balearic Islands, at 14 percent. The average increase on a national level was just 2 percent.
Tourists are drawn to the southwest area, which borders Portugal and is arguably the most unknown of all the Spanish regions, due to its charm and combination of natural beauty and historical heritage in cities such as Cáceres, Badajoz, and Mérida.
Extremadura is where Spain's two most famous conquistadores hail from - Francisco Pizarro and Hernán Cortés - and a visit here very much feels like travelling back to old Spain thanks to its wonderfully preserved monasteries, towns and even Roman ruins.
The best way to reach Extremadura is to fly to Madrid and drive around 2 hours and 45 minutes, or catch a train for between €20 and €30 one way.
Figures from the Junta de Extremadura show that 15,587 Americans stayed in the region from January to July, compared to 10,074 in the same period the year before.
A statement from the Junta said that the strong growth figures point to the "success of its internationalisation strategy", jointly coordinated with the Spanish tourism body Turespaña, which focuses on the North American market. Promotional campaigns to "highlight the region's heritage, cultural and natural attractions" have bolstered interest.
In 2024, the regional Tourism Minister, Victoria Bazaga, went to New York to promote Extremadura's cultural offerings as a tourist destination. Similarly, American tour operators travelled to Spain as part of the USA/Canada-Spain Tourism Summit 2025, giving the Spanish a better idea of the sorts of tourist offerings that would appeal to the North American traveller.
In a statement the Minister stressed that this "extraordinary growth" in American tourism in the region shows that the strategy has been "successful" and pledged that the ministry will work to "consolidate this trend, generating new opportunities for the Extremadura tourism sector and contributing to the creation of wealth and employment."
According to figures from Turespaña, American tourists were the sixth largest group of international tourists in Spain last year, with 4.3 million, and fourth in spending, with the average tourist spending over €2000 across eight day trips.
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