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The Ministry of Tourism, Industry and Commerce of the Government of the Canary Islands has launched a new tourism campaign under the slogan 'Take a break in the best climate in the world', planning to attract a segment of visitors that reduces dependence on air connectivity and encourages a more sustainable consumption of resources.
The Ministry plans to attract 200,000 visitors per year over the age of 55 in the medium-term future, increase their overnight stays and ensure that they spend 770 million euros per year in the Canary Islands.
The 'silver plus' visitor is one of the three segments of long-stay tourists, together with remote workers and professional sports tourism, from whom Turismo de Canarias will allocate in 2022 a global budget of 1.5 million euros to promote the islands as a suitable destination.
In particular, the 'silver plus' tourism will have an allocated budget of at least 500,000 euros next year, although in 2021 it already had an additional budget of around 250,000 euros for this December.
"We have already begun to position ourselves in the minds of potential consumers and since yesterday the Spanish market is receiving the first impacts directed at 'silver plus' tourists, [...] to position the Canary Islands as the ideal long-stay destination for these travelers ”, explained the counselor.
The counselor pointed out that the senior economy accounts for 25% of GDP in Europe and more than 45% of world consumption, which is why experts define it as a new economic engine. In addition, the World Tourism Organization (UNWTO) estimates that the population aged 60 and over will make more than 2,000 million international trips in 2050, so that “the Canary Islands should be a priority destination for these people, as they represent an opportunity for economic and social development that the Canary Islands cannot miss ”, assured Castilla.
In fact, the archipelago already has considerable numbers of senior tourist arrivals, which in 2019 accounted for 4,514,000 people, 34% of the total number of visitors the archipelago received. In 2019, this segment of tourists generated 5,360 million euros of turnover, 35.52% of the total turnover of tourism in the Canary Islands.
The 'silver plus' tourist
The 'silver plus' tourist who already comes to the Canary Islands does so because the destination is part of Europe, because of the landscapes, the gastronomy and the network of trails, as well as the commercial and cultural offer. Their average stay is 50 days, compared to 9 days for all visitors. In addition, they spend an average of 2,907 euros per trip, compared to 1,137 euros for the rest.
80% of 'silver plus' visitors do not book their trip through a tourist package, but mostly buy flights directly from the airline (73%).
In addition, this type of tourist usually travels as a couple, visits more than one island and is a great repeater of the destination; in fact, their previous visits help them better organize the next trip. In addition, the 'silver plus' visitor is above the average when it comes to exploring the islands on their own, visiting wineries, markets, museums and tasting Canarian cuisine.