Arrival Projects Featured in Forbes
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Arrival Projects was recently featured in a Forbes piece that analyzed the increase in inbound United States tourism to Spain, what visitors are spending on, where they’re going in the country, and why it’s imperative to craft a compelling narrative in the destination marketing and place branding spaces.
Forbes interviewed Benjamin Rhatigan, Arrival Projects Co-Founder and Strategy Director. Below are select excerpts:
“Benjamin Rhatigan, a co-founder of Arrival Projects, a brand strategy and marketing consultancy for hotels, destinations and traveltech companies, believes additional factors driving the demand from U.S. travelers include an increased perception of value, combined with a growing appreciation for higher-budget experiences.
"It’s not necessarily bank-breaking luxury, but I see more Americans willing to pay for unique experiences that are worth flying across the ocean for: like winery visits, boat rentals, or stays at exclusive resorts in destinations like Mallorca, for example", he says, adding that, while Spain has a highly competitive value proposition beyond the historical narrative of budget travel for sun, sea and sand, it has often struggled to express those features.
Rhatigan, who has spent more than two decades living outside his native New York, most of it in Spain, says the country will always have the "triple-pronged draw of a wonderful climate, rich gastronomic and cultural offerings, and beautiful sun and sea destinations". He also believes this is being further strengthened by structural support like "increased flight connectivity, strengthened marketing efforts in the U.S., and visitor interest in exploring beyond stalwarts like Italy, France, and the UK".
Spanish Travel Tips For 2025
Looking ahead, what advice does Rhatigan have for U.S. travelers planning a trip to Spain?
"Most locals you’ll encounter in Spain are friendly and curious about visitors, especially in areas that are just opening to tourism and feel they have a lot more to share," says Rhatigan, while emphasizing that there is a growing appreciation for travelers who are respectful and sensitive to the relationships between visitors and full-time residents.
"There are dozens of itineraries that can make for a truly original Spain trip," he continues, adding that anyone looking for experience-based travel, should consider combining a hike on the Camino de Santiago with visiting regions like Galicia and Asturias that are much cooler and greener in summer than, say, Barcelona or Madrid.
"While my first love will always be Barcelona, I’ve enjoyed spending time in the Canaries lately," enthuses Rhatigan, who has spent the last two years back and forth between Barcelona and Lanzarote. He encourages travelers to look beyond the larger, more popular Canary Islands, concluding:
"The smaller islands of El Hierro, La Gomera and La Palma are just starting to get noticed and offer a universe of virgin tourism experiences especially for adventurers, hikers, divers, and extreme sports folks."