Sonríe Travel observes a growing interest in group experiences that combine gastronomy, nature and human connection in destinations such as the Basque Country
Panoramic view of San Sebastián, Spain
Basque Country, 2026. For years, summer accounted for a large portion of travel on the calendar. However, a growing trend is shifting interest towards the months following the peak season. September, October, and November have become the preferred time for those seeking more authentic experiences, less crowded destinations, and a different way to travel together.
Companies, groups of friends, international communities, associations, and travelers with shared interests are discovering autumn as an opportunity to connect in a more relaxed and meaningful way. Far from the hustle and bustle of summer, this time of year allows for enjoying destinations at a different pace, fostering conversations, culinary experiences, and shared moments.
In this context, the Basque Country continues to position itself as a leading destination for this type of travel. Its combination of sea, mountains, culture, and gastronomy offers the ideal setting for groups looking for more than just a simple getaway.
Traveling to Connect
The concept of group travel is also changing. It’s no longer just about traveling together to a destination. More and more travelers are looking for experiences that foster connections, share interests, and create common memories.
From culinary getaways to cultural tours, including professional meetings, incentive trips, and experiences designed for international communities, the goal is the same: to transform travel into an opportunity to connect with other people and with the destination itself.
Sonríe Travel identifies this evolution as one of the main trends in experiential tourism, especially among travelers who prioritize the quality of shared time over simply accumulating activities.
San Sebastián: Where Conversations Flow by the Sea
Few cities embody this philosophy better than San Sebastián. Its bay, considered one of the most beautiful in Europe, becomes a natural setting where gastronomy, culture, and scenery invite you to enjoy yourself at a leisurely pace.
The city allows you to combine strolls along La Concha beach, culinary experiences, cultural visits, and informal gatherings that find in the surroundings a perfect ally for fostering conversation and connection among participants.
Donostia, Basque Country, Spain
Bilbao and the energy of inspiring cities
Less than an hour away, Bilbao brings a different dimension to travel. Its urban transformation, cultural offerings, and innovative spirit make it an essential stop for groups seeking inspiration and new perspectives.
The blend of tradition and modernity offers numerous possibilities for designing experiences tailored to diverse profiles, from private groups to professional teams or international communities.
The Value of Off-Season Travel
Besides pleasant temperatures, autumn offers advantages that are increasingly appreciated by travelers. Fewer crowds, greater availability of exclusive spaces, and a more authentic connection with the destination are some of the factors that explain this shift in preferences.
Far from mass tourism, the months of September, October, and November allow you to discover the essence of each place and enjoy more personalized experiences.
A New Way to Connect
The rise of shared travel reflects a deeper transformation in how we connect. Today, people value experiences that foster genuine connections, whether with friends, colleagues, community members, or travelers with similar interests. Following this philosophy, Sonríe Travel designs tailor-made experiences that transform each trip into an opportunity to discover destinations, strengthen relationships, and create memories that last long after you return.
Credits: Hotel Akelarre – San Sebastián, Spain
About the Founder
María Jesús del Pino Victoria is from Navarre, with an identity shaped by two essential influences: the warmth of the south, inherited from her mother, who is from Granada, and the Castilian sobriety of her father. This cultural fusion has defined her understanding of travel as an authentic, emotional, and deeply personal experience. From childhood, she has maintained a close connection with the Alhambra, where her mother lived with her aunt María, known as the last inhabitant of the Alhambra. This historical and emotional legacy has been a constant source of inspiration in her life and in how she creates soulful experiences.
Sonríe Travel
Sonríe Travel is a luxury destination management company in Spain, based in Granada, specializing in tailor-made MICE travel and events. It designs exclusive, signature experiences that connect travelers with the cultural essence of the destination, from Andalusia and its Andalusian heritage to Madrid, northern Spain, and the islands.
With a handcrafted approach, it offers premium accommodations, private guides, VIP transportation, and access to unique spaces, combining excellence, personalized service, and responsible tourism. Each trip is a unique creation, designed to inspire and leave a lasting impression.
Móvil: (+34) 620 90 01 38
Email: sonrietravel@gmail.com