Imserso represents Spain’s leading example of best practice in silver tourism

Population ageing is one of the main challenges facing Europe and beyond. According to Eurostat, by 2050 the number of people over 65 is expected to rise from 90 to nearly 130 million. In particular, the 75–84 age group is projected to grow by 56.1%, while the 65–74 age group will see a 16.6% increase. 

This demographic shift brings new demands for the tourism sector, which must adapt to a growing market of older travellers. In fact, as early as 2013, 47% of Europeans over 65 (76 million people) were already travelling, and by 2030, the number of tourists over 60 is expected to reach around 140 million. 

In response to this trend, Spain launched the Programa de Turismo del Imserso in 1985, an initiative promoted by the Instituto de Mayores y Servicios Sociales (Imserso), the country’s social security agency. 

The programme targets retirees and Spanish citizens aged 55 and over—including those living abroad and returnee migrants—offering, upon application and approval, organised trips at subsidised rates throughout Spain and, in some cases, abroad. 

The initiative promotes autonomy and physical-mental wellbeing among seniors, offering cultural and recreational activities designed to counter social issues such as loneliness and isolation, while making tourism more accessible and inclusive. 

Available packages include transport, accommodation, basic healthcare, and a wide range of cultural and leisure activities—all at affordable prices. 

One notable benefit is its impact on low-season tourism flows. A case in point is Ibiza, where between October 2022 and April 2023, the arrival of 24,500 tourists through the Imserso programme generated an economic impact of €15.4 million, sustaining 289 direct jobs across six hotels and supporting additional indirect employment in local food service and hospitality sectors. 

In the area of thermal tourism, Imserso has allocated €34 million to fund 190,513 stays across 84 wellness centres nationwide. The programme encourages active ageing and generates an estimated economic value of over €114 million annually. 

At Twissen, we observe that beyond the personal benefits for participants, the Imserso Programme acts as a strong catalyst for Spain’s tourism economy, especially during the off-season. It helps to reduce tourism seasonality and ensures employment and income stability for thousands of workers in the hospitality, food service, transportation, travel agency and leisure sectors. 

This social policy thus becomes an economic strategy, supporting the local productive fabric and contributing to the balanced development of less-visited tourist areas. 

Giorgia Sartorato