Silver tourism is becoming an increasingly important force in Spain’s travel sector. This offers real potential to reduce seasonality and spread visitors beyond the usual hotspots.
New analysis from CaixaBank Research shows that people aged over 65 now make up a growing share of both the population and tourism spending in Spain.
This age group accounted for just over 10% of the population in the early 1970s. By 2025, that figure had risen to 21.1%, and it continues to climb. At the same time, their purchasing power has increased. While in 2008 their average income was similar to the national figure, by 2024 it was more than 16% higher.
A growing but underused market
According to anonymised card payment data analysed by CaixaBank, over-65s accounted for 15.6% of tourism spending by Spaniards in 2025. For domestic travel within Spain, their share rose to 16.4%.
While this already makes them a significant group, it is still below their demographic weight, suggesting there is plenty of room for growth if tourism services better match their needs and preferences.
Researchers expect future generations of retirees, who are more used to travelling and have higher disposable incomes, to spend even more on tourism.
Spending patterns by age
Tourism spending generally rises steadily from early adulthood, peaking between the ages of 48 and 54 at around €1,500 per person per year. After that, spending gradually declines, falling to around €800 among those over 80.
This drop highlights the potential for tailored tourism offers aimed at seniors, including improved accessibility, health-conscious services and more flexible travel options.
Strong preference for travel within Spain
One of the defining features of silver tourism is its focus on domestic travel. In 2025, international trips accounted for:
- 24.2% of tourism spending among 16 to 29-year-olds
- 17.4% among middle-aged travellers
- just 13% among those over 65
Senior travellers also show far more stable travel habits throughout the year, helping to smooth out seasonal peaks.
A boost for rural areas
Silver tourism plays a particularly important role in inland and rural provinces. While overall spending remains highest in major destinations such as Barcelona, Madrid, the Mediterranean coast and the Canary Islands, the relative importance of senior travellers is much higher in interior regions.
In provinces such as Soria, Zaragoza and Teruel, people over 65 account for more than 20% of tourism spending. Their presence is also strong in Tenerife, where the mild climate attracts older visitors year-round.
By contrast, their share is lower in big urban centres like Barcelona and Madrid.
Researchers suggest this may be linked to family ties in rural areas and a preference for quieter, less crowded destinations.
Different spending habits
Older tourists also spend differently from younger travellers. They are more likely to use cash, which makes up 37% of their tourism spending compared with 26% for other age groups.
They spend almost twice as much through travel agencies and allocate a larger share of their budget to hotels. Restaurant spending is lower, while supermarket spending is broadly similar to other travellers.
Helping to tackle seasonality
Silver tourists travel more evenly across the year than the rest of the population. In 2025, only 22.1% of their tourism spending took place during the two busiest months, compared with 24.6% for other age groups.
This is largely due to greater flexibility, as most are no longer working and do not have school-aged children.
That said, seasonality still varies by region, with some colder coastal areas seeing sharper peaks among older visitors.
Silver tourism in Spain: Looking ahead
Projections from the INE suggest that by 2055, more than 30% of Spain’s population will be over 65. Globally, the figure is expected to reach around two billion people.
With better health, higher incomes and more time to travel than previous generations, this group represents a major opportunity for destinations that adapt to their needs.
