It’s not Marbella. It’s not Sevilla. It’s not even on the coast.
Yet the quiet mountain town of Cazorla, tucked into the olive-oil heartland of Jaen, was recently crowned the second-most welcoming destination on the planet, according to Booking.com’s 2025 Traveller Review Awards.
If you’ve never heard of it, you’re not alone. But don’t let its low profile fool you, as this whitewashed jewel, perched on the edge of Europe’s largest protected natural park, is the real deal.
For those weary of crowded beaches and tourist traps, Cazorla offers a high degree of authenticity.
Locals still greet strangers in the street, for example, and tapas come free with your drink.
Jose Luis Olivares Melero, the town’s mayor, says it’s the ‘effort of the people’ that earned Cazorla the top honour in Spain and runner-up globally, behind only Arraial d’Ajuda in Brazil.
‘Visitors feel well cared for and valued,’ he said. And judging by the reaction online – and a 50% spike in searches from the UK, France and Italy – it seems the world has taken note.
A town with soul
Set against the dramatic backdrop of the Sierra de Cazorla, the town is a gateway to a nature lover’s dream.
It’s not uncommon to see eagles overhead, while the area boasts waterfalls and trails that wind through ancient forests where lynxes and deer roam free.
The area also has great food scene, consisting of game meats, local olive oil, and hearty mountain dishes.
The plaza, surrounded by restaurants and overlooked by the 13th-century Yedra Castle, is as lively as it is laid-back.
Cazorla is part of Booking.com’s ‘Towns with Soul’ campaign alongside seven other Andalucian spots chosen for their cultural depth and off-the-beaten-path appeal.
Getting there requires a car, but the drive from Granada or Jaen is scenic and worth every bend.
Once you arrive, expect slow mornings, jaw-dropping views, and a sense of peace that’s increasingly rare in southern Spain.
Read more Andalucia news at the Spanish Eye.
