Spain boosts off-peak tourism with diverse offerings

Spain is witnessing a significant shift in its tourism landscape, with nearly 47% of tourism activity now taking place beyond the traditional peak season. This trend is highlighted in a new study, "The International Traveller that Transforms Spain," presented by The Data Appeal Company during the VI Convencion Turespaña in Zaragoza. The report underscores the growing importance of longer stays and emerging markets, such as Argentina, Poland, and Brazil, which have seen demand increase by 27.8%, 18.6%, and 13.1% respectively over the past three years.

The study reveals that culture remains the primary driver of non-seasonal tourism, complemented by the rise of family tourism and active wellbeing experiences. These segments are particularly gaining traction in the Canary Islands and nature-based destinations. Mid-to-high and high-end accommodations are favoured by 40% of travellers during the low season, with the Canary Islands seeing this figure rise to 58.2%.

Cities are also enhancing their appeal as cultural and shopping destinations, with 64.8% of international demand concentrated in high-end hotels. Shopping has emerged as a fast-growing motivation, especially among visitors from medium- and long-haul markets. Inland destinations are attracting couples and independent travellers, drawn by active tourism and authentic experiences, with notable solo traveller interest from Germany and the US.

The Mediterranean coast benefits from longer average stays of 3.7 nights, driven by couples and families seeking cultural and gastronomic experiences. The Canary Islands lead in non-seasonal tourism, with an average stay of 6.6 nights and increasing demand for cultural, family, and wellness tourism.

Carlos Cendra, Chief Marketing and Communications Officer at Data Appeal, emphasises the importance of diversifying tourism experiences to attract visitors year-round, enhancing economic and social value for Spanish destinations.

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.