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A recent study by Remitly, the international money transfer platform, has ranked Spanish cities based on the friendliness and kindness of their residents, and Malaga, it turns out, is one of the friendliest in Spain.
The research says Bilbao is the top city, revealing Spain’s overall high level of cordiality, where even the lowest-ranked location scores close to the leader.
Methodology of the Remitly Friendliness Study
The study, based on data collected in November 2025, surveyed over 2,000 people across Spain. It used the “agreeableness” dimension from the well-established Big Five personality model, which measures traits related to social harmony, empathy, respect, and prosocial behaviour.
Participants responded to statements about everyday interactions, including positive actions (like making others feel comfortable or treating everyone equally) and negative ones (such as insulting others, holding grudges, or acting selfishly). Scores were calculated on a scale of 100, with higher results indicating greater friendliness. The findings reveal a remarkably similar level of kindness nationwide.
Bilbao takes the top spot as Spain’s most friendly city
Bilbao leads the ranking with a score of 72.53 out of 100. Residents stand out for their respectful, open, and calm approach to daily interactions. The city shows low tendencies toward negative behaviours, with nearly nine out of ten people rejecting habits like insulting others. This result challenges some stereotypes about northern Spanish cities and reinforces Bilbao’s reputation for peaceful, considerate coexistence.
Close contenders: Zaragoza in second, Valladolid and Malaga tied for third
Just behind Bilbao, Zaragoza takes second place with 72.34 points. The study describes its social environment as marked by consideration, low selfishness, minimal distrust, and a quick resolution of conflicts without seeking revenge.
Tied for third are Valladolid and Malaga, both scoring 72.30. Valladolid excels in polite, educated treatment and rare use of insults. Malaga, meanwhile, stands out for its open and welcoming character, shaped by constant interaction with tourists and newcomers, making visitors feel quickly integrated and at home.
The bottom of the ranking and overall national trends
At the other end, Alicante ranks last with 70.78 points. However, the gap between the top (Bilbao) and bottom is less than two points, which shows how widespread kindness is across Spain.
Nationwide, respect is a strong value, with 90 per cent of respondents affirming they treat others respectfully. In this specific category, Barcelona leads with 93.4 per cent positive responses, followed closely by Bilbao.
Why friendliness matters for residents and holidaymakers
As Eva Borislavova, CEO of Remitly Europe, says, friendliness greatly influences how people experience a city—especially newcomers or tourists. Small gestures can make someone feel welcomed and at home.
Spain’s high and consistent kindness levels make it an appealing destination for living, visiting, or relocating. Cities like Malaga continue to build on their reputation as hospitable places, thanks to their warm, inclusive daily interactions.
This study provides valuable insight into the social fabric of Spanish cities, proving that whether in the north or south, Spaniards generally offer a warm welcome.
