Families now make up 27.8% of tourism in Spain
Families are no longer just a niche: they are 27.8% of tourism in Spain in 2025. Some 26.9 million family travelers arrived, spending 35.676 billion euros, according to Hosteltur. That is 26.5% of total national spending. And the trend is clear: 55% of families plan to increase their vacation budget in 2026, by an average of 5%, especially on accommodation and food.
If you work in a hotel, OTA or destination, these numbers should make you rethink your strategy. 89.1% of families traveled in 2025, taking an average of three domestic trips and 1.3 international ones. Family trips during summer and Easter last seven days, meaning longer stays and higher spending per person.
My take: family tourism is the quiet engine that many hotels and destinations still treat as a seasonal segment. These figures show it is not seasonal, it is structural. It is no longer enough to add an extra crib. You need to design product, pricing and distribution for a family that travels more often, spends more and books ahead. Miss this, and you are out.
Quick questions
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