The study, “The International Traveller that Transforms Spain,” analyses the key drivers of international tourism demand in Spain during the shoulder and low seasons, taking into account the specific dynamics of four major destination types: urban, nature and inland, the Mediterranean coast, and the Canary Islands.
ZARAGOZA, October 20, 2026 — Longer stays and emerging medium- and long-haul markets are enhancing the value of the shoulder and low seasons for Spanish destinations. During these periods, culture—the primary driver of non-seasonal demand—coexists with the growth of two strategic segments: family tourism and active wellbeing experiences, according to the latest report from The Data Appeal Company / Almaviva Group), presented today in Zaragoza, Spain, during the VI Convencion Turespaña.
“Advancing the reduction of seasonality in Spanish destinations remains a strategic long-term priority. The opportunities it unlocks for destinations are substantial, and we are moving forward with determination,” says Miguel Sanz, Director of Turespaña. In fact, as shown by the seasonality curves featured in this report, 58.7% of tourism activity in Italy and 72.7% in Greece is concentrated in the high season (between May and September), compared to 52.8% in Spain.
The study, developed using Data Appeal Mabrian’s tourism intelligence, highlights Argentina, Poland, and Brazil as emerging non-seasonal markets. Demand from these countries during the low and shoulder seasons has grown by +27.8%, +18.6%, and +13.1%, respectively, over the last three years. “These markets are helping to diversify the international demand base and hold great potential for promoting multi-destination itineraries that extend beyond major capitals or the most well-known destinations,” explains Carlos Cendra, Chief Marketing and Communications Officer at Data Appeal.
The report identifies global and specific trends in international demand for Spain during shoulder and low seasons across various Spanish regions:
- Culture remains the primary demand driver for travel during the low and shoulder seasons; however, family tourism and active wellbeing are the fastest-growing motivations. These segments are gaining traction across all the regions analysed—particularly in the Canary Islands and in nature-based or inland destinations—thereby expanding opportunities to attract travellers outside of the peak season.
- Mid-to-high and high-end accommodations attract, on average, 4 out of every 10 travellers visiting Spain during the low season. This proportion is even higher for hotel stays along the Mediterranean coast and islands (44.2% of total hotel stays) and in the Canary Islands (58.2%). This non-seasonal demand trend contributes to a higher economic impact per visitor and strengthens the value-based positioning of Spanish destinations.
- Cities consolidate their appeal as high-value cultural and shopping destinations. International demand during shoulder and low seasons is concentrated in mid-to-high and high-end hotels (accounting for 64.8% of the total), while shopping has emerged as one of the fastest-growing motivations over the last two years (+4.7 percentage points), especially among visitors from medium- and long-haul markets.
- Natural and cultural heritage drive non-seasonal demand toward inland destinations. Couples and independent travelers dominate international demand to inland and natured-based Spanish destinations—with significant contributions from markets such as Italy, Portugal, and the United Kingdom—drawn by offerings in active tourism, wellness, and authentic, locally-rooted experiences. Also notable is the high proportion of solo travellers from Germany (39.4%) and the United States (33.5%) visiting Spain’s inland destinations during shoulder and low seasons.
- Longer stays represent an opportunity for the Mediterranean coast during shoulder and low seasons. The Mediterranean coast features some of the longest average stays in mainland Spain (3.7 nights, on average, among the primary source markets), with demand driven largely by couples and families. These travellers seek experiences connected to local culture, active tourism, and gastronomy—creating opportunities to increase both spending and satisfaction. Furthermore, the destination benefits from a diversified accommodation model, in which tourist rental properties account for nearly 40% of traveller preferences, complementing a robust selection of 4- and 5-star hotels.
- The Canary Islands have established themselves as a leading benchmark for non-seasonal tourism. The archipelago records the longest average stays of all the regions analysed (an average of 6.6 nights among its primary source markets) and combines a high proportion of European couples and families with a growing demand—seen over the last two years—for cultural experiences (+1.2 percentage points), family-oriented tourism (+3.2 percentage points), and wellness-focused travel (+2 percentage points).
“Our data intelligence shows that Spain’s major competitive advantage over other Mediterranean destinations lies in its ability to diversify the tourism experience during shoulder and low seasons, aligning with emerging trends in international demand. The priority is to ensure a broad, segmented range of non-seasonal activities and experiences, in order to attract visitors throughout more months of the year and generate greater economic and social value for these destinations,” concludes the Chief Marketing and Communications Officer at Data Appeal.
Download the report “The International Traveller that Transforms Spain” at the following link: https://datappeal.io/free-report-the-international-traveller-that-transforms-spain/
