Jaen is Andalucia’s most-loved province among tourists, according to a recent survey of holidaymakers to the region.
Data from the Andalucian Tourism Survey for the second quarter of 2025 showed the olive oil capital scored an impressive 9.4 out of 10 for visitor satisfaction.
It makes it the province with the highest satisfaction score in the region, topping the Andalucia average of 9.
Between April and June last year, some 425,739 tourists visited Jaen – up 0.8% on the previous year, and a massive leap from the 183,260 who came in the same period in 2021.
While that growth lags behind hotspots like Granada and Cadiz (both were up by more than 3.5%), Jaen’s winning hand isn’t numbers, but the experiences it offers (more on that below).
The average visitor now stays 2.7 days (up 2.5%), longer than in Cordoba (2.6) and just shy of Sevilla (2.9).
Tourists are also splashing the cash – spending an average €90.70 per day, behind only Cordoba (€91.30), Cadiz (€93.50) and Malaga (€94.80).
In total, Andalucia welcomed more than 10.2 million visitors in Q2 of 2025 – a year-on-year increase of 2.4%.
While Jaen’s share was just 4.2%, the smallest in the region after Cordoba, the under-the-radar province clearly leaves an impression.
Five things to see in Jaen
- Jaen Cathedral: A baroque giant that dominates the skyline. Step inside for soaring ceilings, intricate carvings, and a glimpse of the Holy Veil – said to have been used by Saint Veronica to wipe the face of Christ. Even if you’re not religious, the architecture alone is worth it.
- Castillo de Santa Catalina
Perched high above the city, this fortress gives you panoramic views over olive groves stretching to the horizon. It’s history with a view – plus, the old prison cells and battlements make for an atmospheric wander.
- Arab Baths (Baños Arabes)
Hidden beneath the Palacio de Villardompardo, these are some of the largest, best-preserved Moorish baths in Spain. Step back to the 11th century in vaulted, star-lit chambers that still whisper of steam and secrets. - Olive Oil Museum (Museo de la Cultura del Olivo)
Jaen is arguably the olive oil capital of the world, producing more liquid gold than entire countries. This museum in Baeza tells the story – from ancient presses to modern production – and offers tastings that will ruin supermarket olive oil for you forever. - Renaissance Twins – Ubeda and Baeza
Just half an hour from the capital, these UNESCO-listed towns are dripping with Renaissance palaces, stone plazas, and hidden courtyards. Come for the history, stay for the tapas.
