Social media stars and direct flights are becoming Galicia’s new strategy to attract international pilgrims
Galicia wants the Camino de Santiago to continue conquering the world — and now it is turning directly to one of the biggest forces in modern tourism: American influencers and digital creators.
The regional government of Galicia has launched a new international tourism campaign focused on social media, content creators and immersive travel experiences to promote the Camino de Santiago in the United States, currently one of the fastest-growing international markets for the pilgrimage routes.
The initiative arrives at a key moment for Galician tourism:
the launch of the first direct United Airlines flight connecting New York and Santiago de Compostela, scheduled for May 28, 2026.
With this new direct connection, Galicia hopes to make the Camino more accessible to American travelers while transforming the pilgrimage experience into viral travel content shared across TikTok, Instagram and YouTube.
Influencers will explore the Camino Francés, Portuguese Way and coastal routes
The American influencers and tourism agents participating in the campaign will spend several days traveling across Galicia and walking sections of some of the most iconic Camino routes.
According to Turismo de Galicia, the group will visit:
- the Camino Francés,
- the Portuguese Camino,
- and coastal Camino routes,
while also discovering Galician gastronomy, rural tourism and natural landscapes.
The goal is simple:
show millions of followers what the Camino de Santiago really feels like from the inside.
The Camino has become one of the most viral travel experiences on social media in recent years.
Videos showing:
- emotional arrivals in Santiago,
- sunrise walks through forests,
- pilgrim hostels,
- blisters,
- local food,
- and life-changing personal reflections
generate millions of views online.
Tourism experts say younger travelers increasingly discover the Camino through influencers rather than traditional travel agencies.
The Camino is becoming a global digital phenomenon
Only a few years ago, the Camino de Santiago was mainly associated with traditional pilgrims and experienced hikers.
Today, it has become one of the world’s fastest-growing emotional travel trends.
Social media platforms have completely transformed the image of the Camino, presenting it as:
- a wellness journey,
- a digital detox,
- an adventure holiday,
- a spiritual experience,
- and a form of slow travel.
Many influencers now document their entire Camino journey online, sharing daily experiences with huge international audiences.
Experts believe this viral visibility is one of the main reasons international pilgrim numbers continue growing every year.
The United States is now the Camino’s biggest foreign market
The numbers explain why Galicia is investing so heavily in the American market.
The United States has officially become the leading foreign country for Camino pilgrims.
According to regional tourism data, nearly 44,000 American pilgrims walked Camino routes during 2025, while more than 274,000 U.S. tourists visited Galicia overall.
American travelers are especially attracted by:
- nature tourism,
- hiking holidays,
- spiritual travel,
- local gastronomy,
- wellness experiences,
- and authentic cultural tourism.
The Camino de Santiago perfectly combines all these modern travel trends.
Galicia is betting heavily on emotional tourism
Tourism specialists say the Camino’s success today is no longer only about religion or hiking.
The real attraction is emotional transformation.
More travelers now search for:
- meaningful experiences,
- personal growth,
- human connection,
- nature,
- and escape from digital stress.
That is exactly what the Camino offers.
And influencers have amplified that message globally.
Many creators present the Camino as:
- therapy for modern life,
- a personal challenge,
- a healing journey,
- or a once-in-a-lifetime adventure.
Especially among younger travelers in the United States, this type of experiential tourism continues growing rapidly.
Galicia also targets Europe through international media
The American influencer campaign is not the only international strategy currently underway.
Galicia has also welcomed Italian journalists and tourism media in recent months to promote:
- the Camino del Norte,
- Santiago de Compostela,
- Fisterra,
- and the Atlantic coast routes.
Officials hope these campaigns will strengthen Galicia’s image as one of Europe’s top destinations for:
- sustainable tourism,
- hiking,
- culture,
- gastronomy,
- and outdoor adventure.
The Camino is changing with a new generation
The Camino de Santiago today looks very different from a decade ago.
Pilgrims now arrive from:
- the United States,
- South Korea,
- Brazil,
- Germany,
- Italy,
- Australia,
- and increasingly from younger generations shaped by digital culture.
The pilgrimage has become both deeply personal and highly shareable online.
Some walk seeking spirituality.
Others search for adventure.
Many simply want to disconnect from modern life.
But almost all of them end up sharing their experience online.
A direct flight that could transform tourism in northern Spain
Tourism authorities believe the new direct New York–Santiago connection could become one of the most important developments for Galicia’s tourism industry in years.
Until now, many American travelers needed multiple flight connections to reach Galicia.
The new route dramatically improves accessibility and is expected to increase:
- international pilgrim numbers,
- premium tourism,
- rural tourism,
- and cultural travel across northern Spain.
For Galicia, this is not only about flights.
It is about positioning the Camino de Santiago as one of the world’s most desirable travel experiences.
The Camino no longer belongs only to Spain
Something fundamental has changed.
Today, the Camino de Santiago is no longer simply a historic Spanish pilgrimage route.
It has become a global cultural phenomenon.
On the Camino, you now find:
- Americans,
- Koreans,
- Germans,
- Brazilians,
- Italians,
- Australians,
- and travelers from almost every continent walking together toward Santiago de Compostela.
And now, alongside pilgrims…
come influencers too.
Because the Camino is no longer just a journey across Spain.
It has become one of the most emotional, viral and transformative travel experiences in the world.
