In 2024, 80% of Tax Freetransactions worldwide were luxury purchases. A conclusive figure that is extracted from the report Global Blue Insights 2025, and that makes one thing clear: large consumers continue to play a dominant role in international trade.
More luxury, more spending: an economic engine or a bubble?
The report, prepared by the leading solutions firm Tax Free Global Blue, reveals that the average expenditure per trip of the international buyer reached 1,500 euros last year. This, despite the fact that the price of luxury products has risen by 20% in the last five years.
The cause seems obvious: the recovery of international tourism, especially from countries not belonging to the European Union, has boosted consumption. Added to this is the greater purchasing power of certain travelers, eager to live premium and exclusive experiences in their destinations.
Two profiles, two ways to buy
The study also differentiates between two types of buyer:
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High-spenders: they represent 68% of Tax Free purchases and can spend more than 10,000 euros per person.
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Aspirational: they have less purchasing power, but show interest in acquiring luxury, although with more sensitivity to price.
This data raises a question: are we talking about a phenomenon of democratization of luxury or an increasingly marked division between those who can afford to consume without taxes… and those who cannot?
Experience as currency: keys for 2025
According to the report, the trend for this year is clear: whoever does not digitize their customer service will be left behind. Travelers value immersive experiences, immediate assistance (digital, of course) and exclusive treatment. Traditional is no longer enough.
In this context, Spain is positioned strongly, attracting 11% of global spending on purchases Tax Free. Ainara Andueza, general director of Global Blue Spain, highlights several factors: the implementation of the digital validation system DIVA, the company’s improved app, and services such as the VIP Lounges, which improve the purchasing experience from the first moment.
But… what if this luxury fever makes us lose our way?
While the figures celebrate the increase in spending, we cannot help but question the impact that this model has on local commerce or unequal access to tax benefits. Do we promote tourism based solely on high-level consumption? Where is sustainability, culture or community experience? The Tax Free model promotes an elite of travelers, but leaves out many people who are also part of the tourism machinery. Maybe it’s time to rethink who this system really benefits.
