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In recent years, participation in flamenco, as a cultural art form, has gained momentum within Spain and internationally. Engagement in flamenco music and dance workshops in Spain has also become an increasingly significant tourism activity. Despite this trend, little research has looked into the nature of leisure experiences of flamenco. This paper seeks to address this knowledge gap by exploring how tourists experience flamenco music and dance courses in the city of Seville. Through a grounded theory research strategy in which in-depth interviews were conducted with 20 participants, the study reveals that four key themes characterise tourists’ experiences of flamenco. These are: the social and physical environment, which refers to physical flamenco spaces in Seville and tourists’ interactions with instructors and peers; secondly, the experience of challenge, characterised by hardship and sacrifice in the pursuit …