Active tourism changes course: more wellness, less logistics

In Santiago Ways we not only organize routes; we measure the pulse of how the way of traveling changes every year. With this objective, we launched the Santiago Ways Observatory: a space where we will periodically share market trends, information of interest and exclusive industry data to understand where active tourism is heading.

After analyzing the trends of our last season, we have identified a clear paradigm shift: for the pilgrim of 2026, the real luxury is not the destination, but the management of his or her own time.

A conscious decision for well-being

In the last year, we have observed that the value of services contracted by our travelers has grown by 20%. According to our internal data, this increase is not due to a change in tariffs, but to a decision by our community: to prioritize invisible logistics to gain personal freedom.

By delegating technical concerns – luggage transport, selection of charming accommodations or 24-hour assistance – the traveler regains the ability to enjoy the Camino at his or her own pace.

Insights from our community (Own Data)

As a leading company in the sector, with more than 10,000 trips organized annually for pilgrims for pilgrims of 54 nationalitieswe have first-hand information about what today’s travelers are looking for:

  • Consolidated loyalty: In the Spanish market, we have a 22% repeat business. Those who try the formula of walking with the logistics solved, usually integrate the Camino as an annual health habit.
  • The value of the pause: High-value international markets lead the way in investing by journey, seeking a total disconnect where we take care of the “how” for them to enjoy the “why.”

“What the data tells us is that today’s traveler is no longer looking to collect destinations, but to regain control over their own pace. Our responsibility as industry leaders is to ensure that logistics are invisible: that the pilgrim owns their time while we take care of everything else.”

Álvaro de Tejada, Head of Growth at Santiago Ways

A global phenomenon: “Quiet Travel”.

This evolution is not accidental and is in line with the worldwide trend of “Slow Travel”. “Slow Travel”.. According to the Global Wellness Institutewellness tourism is growing by 16.6% annuallyand the Way of St. James is its absolute reference. Reports from international consulting firms confirm that 62% of travelers today actively seek “airplane mode” to combat the noise of the modern world.

At Santiago Ways, leading the sector allows us to understand that our mission goes beyond logistics: we work so that time, at last, stops.

To find out more news, follow us on our social networks. And if you are already planning your Camino, contact our team and receive personalized advice.