Voice reading · ~1 minWelcome to the Notitur daily brief, your travel-industry recap. Today: 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. That is today's recap. Come back tomorrow for more on travel, artificial intelligence and travel tech. See you tomorrow on Notitur.
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
How much does a family spend on tourism in Spain?
In 2025, total family spending reached 35.676 billion euros. The average family spent about 1,326 euros per trip.
What percentage of tourism in Spain are families?
Families represent 27.8% of international tourists arriving in Spain in 2025, with 26.9 million travelers.
How many trips does a Spanish family take per year?
On average, a family takes three domestic trips and 1.3 international trips per year, according to 2025 data.
Will family vacation spending increase in 2026?
Yes, 55% of families plan to increase their vacation budget in 2026, by an average of 5%.
What do families spend the most on when traveling?
The largest expenses are on accommodation and food, which are the categories where families expect to increase their budget.
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