Increased promotional and commercial action in the United States with the organisation of a roadshow and participation in four professional events.
Catalonia is Spain’s leading destination for tourists from the United States. North American tourists travel to Catalonia mainly for holidays and leisure, generally as a couple or with their families, and are interested in exploring new destinations from a cultural and food and wine point of view, seeking exclusive, high-end services and activities that add value to the trip. Seasonally, North Americans travel to the destination between the months of May and October, which contributes to deseasonalisation. In 2025, the high connectivity between the United States and Catalonia stands out, with direct flights to ten American cities.
In keeping with the Costa Brava Girona Tourist Board’s 2025 Action Plan, the Costa Brava Girona Tourist Board is targeting this strategic long-distance, high-value market with a series of promotional and commercial actions aimed at specific segments, including participation in the United Soccer Coaches Convention in Chicago (sports tourism); the North America Golf Tourism Convention in Alabama (golf); the Seatrade Cruise Global in Miami (cruises); and the IMEX America in Las Vegas (business tourism).
One of the highlights of the Action Plan was the Costa Brava & Girona Pyrenees Roadshow series of presentations and business meetings held in Miami, Dallas and New York between 29th September and 3rd October. Eleven Girona-based tourism companies took part in the initiative (Boutique Villas by Corredor Mató, Camiral, a Quinta do Lago Girona, Evenia Hotels, Fimed Hotels, Finca Victòria Hotel&Spa, Flateli, Hotel Alàbriga, Hotels CMC, Park Hotel San Jorge by Escampa Hotels, Turismon Travel and Visit Palafrugell), along with 120 agents and programmers from travel agencies such as ProTravel Int, Fora, Departure Loung, Smart Fyers, Travel Edge, Montecito Village Travel and Frosch Vacations from the United States.
Provisionally, stays by North American tourists in the Girona region are expected to grow by 5% in 2025.
From January to August 2025, Girona registered 64,825 tourists from the United States, who generated 185,582 overnight stays in regulated tourist accommodation establishments. This is, according to Eurecat, 5% more than in the same period in 2024. June was the month with the highest number of North American stays registered in the destination, with nearly 44,000. This figure shows a trend towards deseasonalisation of this market. Based on data from the Catalan Tourism Agency’s Intel·litur platform, the average daily expenditure by North American tourists in Catalonia is estimated at 299 euros, currently one of the highest.
