Meet local legends, live lasting memories. Luxury and behind the scenes travel through Spain.


Insider’s Travel provides private & virtual tours & experiences in SPAIN.

Try our Escorted or Private Multi-Day Tours, or choose to our bespoke trip design. Then there are our Virtual Experiences – wine tastings, flamenco history & concerts, & we dive into the best of Spanish art. We also create unique corporate activities for you, your clients, your group.

We want you to experience the soul of Spain  – through its history, art, architecture, award-winning food & wine but also through the people who make it what it is.

Your time is precious & never more so than when travelling. We won’t let you waste it.

Let’s make you an insider.

Who we are & what we do

We are outsiders who came to Spain and stayed long enough to become Insiders. Together we have half a century of combined experience in this country, building relationships, exploring the landscape, and absorbing the culture. Our good friends include chefs, wine-makers, and flamenco dancers. While our favourite places range from Basque pintxo bars to lamplit Madrid plazas to Andalusian mountain villages. 

As a small dedicated British & American team, it’s our absolute pleasure to share with you what we’ve learned. To show you around in such a way that you too come to know and love Spain as we do.

  • Joanna, Heather & Meg

Connecting people & creating experiences that make you feel like an insider.


Joanna Wivell


Originally from Yorkshire, UK, Joanna Wivell has always felt a natural attraction to Spain. She lived in Madrid for 19 years, where she first worked in television for the lifestyle channel, Canal Estilo, and then the National Geographic Channel. For the last 15 years, she has been showing visitors Spain with a personal, insider’s view through her company, Insider's Travel (previously both Insider's Madrid & Corazón Travel). Joanna has enjoyed walking on her travels through South America and in Europe. She has a love for flamenco dancing which she studied when living in Granada as a student and loves to find the real deal when she is travelling.

Heather Evans

Heather Evans

Originally from California, Heather Evans has lived in Madrid for more than 14 years, handling the creative side of Insider’s pursuits such as developing the website, sales, and marketing. Heather’s enthusiasm for the Spanish way of life is infectious, making her tours some of the most enthralling and entertaining in Madrid, whether she’s helping you order the right tapas or introducing you to a world-famous flamenco dancer. Although her many hobbies include wine, design, cuisine, art, and all things that sparkle, right now, she’s focusing on teaching her newborn son, Óliver, to say “Olé!”

Meg Emmitt

Meg, our wizard Trip Designer, hails from New Jersey, living in Madrid since ‘09. While in Madrid doing research for a master's program in Spanish Art History, she fell in love and decided not to return home! Now her love affair is mainly with Spain and its culture. She likes to push boundaries and break norms, becoming the first and only female coach in her son’s baseball league and being the only female player in her adult, male soccer league. Staying active is important to Meg and she has created our dynamic running tour (take her tour!)

Carly Wells

Carly began her career in travel as a guide, specialising in leading group tours throughout Europe. After 10 years in the industry, she delights in using her wealth of local European knowledge to produce bespoke and once-in-a-lifetime itineraries, bringing history, art, and culture to life. Based in London, Carly joins Insider’s Travel to expand our Private Trip Design including France, United Kingdom, Italy, Germany, Scandinavia and much more! Her favourite cities are Rome and Edinburgh, and she enjoys an active lifestyle playing netball and swimming.

As the world continues to respond to COVID-19, here is what we are doing and how we are planning for 2022 and beyond.