According to a new report by The Data Appeal Company, part of Almaviva Group, culture remains the main driver of non-seasonal demand. Meanwhile, family tourism and active wellbeing experiences are gaining ground among international travellers.
The study, “The International Traveller that Transforms Spain,” examines international tourism demand during shoulder and low seasons. In particular, it analyses four destination types: urban, nature and inland, the Mediterranean coast, and the Canary Islands.
The report, developed using Data Appeal Mabrian’s tourism intelligence, was presented on October 20, 2026, 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.
Spain records lower seasonality than Italy and Greece
Spain concentrates 52.8% of its tourism activity in the high season, defined as May through September. By comparison, Italy records 58.7%, while Greece reaches 72.7%, according to the report’s seasonality curves.
Furthermore, international demand during shoulder and low seasons reflects changes in source markets. Argentina, Poland and Brazil have emerged as non-seasonal markets, recording demand growth of 27.8%, 18.6% and 13.1%, respectively, over the past 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.
Culture, family travel and wellbeing shape demand
Culture remains the leading motivation for international travel to Spain during shoulder and low seasons. However, family tourism and active wellbeing experiences represent the fastest-growing motivations across the regions analysed.
These segments are gaining traction particularly in the Canary Islands and nature-based or inland destinations. Consequently, they contribute to a broader range of travel motivations outside the traditional peak season.
Accommodation preferences also indicate the value of non-seasonal demand. Mid-to-high-end and high-end properties attract an average of four in ten travellers visiting Spain during the low season.
Along the Mediterranean coast and on the islands, these accommodation categories account for 44.2% of total hotel stays. In the Canary Islands, their share reaches 58.2%. According to the report, this demand pattern contributes to higher economic impact per visitor and supports the value-based positioning of Spanish destinations.
Urban and inland destinations attract distinct segments
Spanish cities maintain their appeal as cultural and shopping destinations during shoulder and low seasons. International demand concentrates in mid-to-high-end and high-end hotels, which account for 64.8% of the total.
Additionally, shopping has become one of the fastest-growing travel motivations in urban destinations over the past two years. Its share increased by 4.7 percentage points, particularly among visitors from medium- and long-haul markets.
Meanwhile, natural and cultural heritage support non-seasonal demand for inland destinations. Couples and independent travellers represent the main international segments, with Italy, Portugal and the United Kingdom contributing significantly to demand.
These visitors seek active tourism, wellness and locally rooted experiences. Moreover, solo travellers account for a notable share of inland visits during shoulder and low seasons, representing 39.4% of visitors from Germany and 33.5% from the United States.
Longer stays support Mediterranean and Canary Islands demand
The Mediterranean coast records some of the longest average stays in mainland Spain. Travellers from its primary source markets stay for an average of 3.7 nights, with couples and families driving much of the demand.
These visitors seek local culture, active tourism and gastronomy. The region also benefits from a diversified accommodation model, with tourist rental properties accounting for nearly 40% of traveller preferences, alongside an established selection of four- and five-star hotels.
The Canary Islands record the longest average stays among the regions analysed, at 6.6 nights across their primary source markets. The archipelago attracts European couples and families, while demand for several experience categories has grown over the past two years.
Cultural experiences increased by 1.2 percentage points, family-oriented tourism rose by 3.2 percentage points, and wellness-focused travel grew by two 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.
Tags: Miguel Sanz, Turespaña Carlos Cendra Data Appeal Company Spain
