Spain is seeing a surge in demand for active travel experiences, as three UK independent tour operators – Headwater, Pura Aventura and Naturetrek – report a marked shift in booking trends toward more immersive, activity-based holidays. Travellers are increasingly drawn to Spain’s lesser-known regions, seeking out walking, cycling and nature-focused adventures that go beyond the traditional sun-and-city breaks.
In response, the operators have expanded their offerings to include immersive nature-based, cultural, and active adventures – from scenic cycling routes through Extremadura to wildlife-focused treks in Andalucia and multigenerational activity family escapes in the Pyrenees.
Sharon Zanni, product manager for mainland Spain and the Balearics at Headwater, said: “We have seen a good year for sales in Spain. Our most popular itineraries at Headwater at the moment are Cycling in Mallorca: Coast to Coast and Cycling in Andalucia: Seville to Cadiz. An emerging new trend is exploring lesser known parts of Spain, and for this we launched a new trip in 2025 Cycling Central Spain in Style. We believe customers love it for the magnificent nature, historical sites and great culinary landscape.”
Adventure meets sustainability in the growing trend of no-fly travel, with families opting for train journeys and active holidays in Spain’s scenic north. Chris Bladon, Spain product lead at Pura Aventura, said: “Over the past three years, we’ve seen a consistent trend for families with teenagers choosing active holidays in the mountains and beaches of northern Spain, instead of holidays in the more traditional resorts of the south. We began to promote no-fly holidays, taking the train from the UK to Spain via Paris, and have, as a result, noted an uptick in families choosing this more sustainable method of reaching their destinations. This demand for active holidays led to our creating a collection of six brand new family adventures to northern Spain last year. This year, we are delighted to be launching our first ever multigenerational family adventure to the Spanish Pyrenees, allowing families of all ages (or perhaps two families travelling together) to experience the joy of hiking, kayaking, ebiking and exploring in the mountains.”
Meanwhile, Naturetrek, the UK’s leading wildlife tour operator, confirmed that Spain remains its top overseas destination. Spain’s rich biodiversity and rural charm continues to appeal to travellers in search of wildlife and environmental discovery.
See more at spain.info, headwater.com, pura-aventura.com and naturetrek.co.uk
Image: cycling in Extremadura, Spain (Credit: Headwater)