Senior tourists (65+) who visited Greece for holidays in 2016 spent about 2 billion euros, according to a study by the Institute of the Association of Greek Tourist Enterprises (INSETE) on the subject: “Incoming tourism profile of the elderly for holidays in Europe.”

The study is based on data from IPK International, a company specialising in the research of travel behaviour of tourists.

Senior tourists travelling to Greece made 1.7 million trips (6.1 pct of all cruise trips) and 16.5 million overnight stays (8.5 pct of all overnight stays in the country with cruises). European markets account for 93 pct of the visitors, 93 pct of the overnight stays and 76 pct of the expenditure, while 7 pct of overnight stays and 24 pct of spending was from non-European markets.

Greece was the 7th most popular destination for European markets and the 10 most popular for non-European markets, with market shares of 5 pct and 4 pct respectively. Greece’s main European markets were the United Kingdom (404,000), Germany (336,000) and France (238,000). Among non-European markets, the US covers 49 pct of non-European travel, 58 pct of overnight stays and 43 pct of spending.

Senior tourists who visited European holiday destinations in 2016 reached 35.9 million and made 344.8 million overnight stays, spending around 41 billion euros. Average spending per trip amounted to 1,142 euros and the average spending per day came to 119 euros.

Aris Ikkos, INTSET’s scientific director, said: “The market of elderly tourists is big and wealthy given the demographic trends and very dynamic on a global level. The adaptation of the Greek tourist product to the requirements and desires of the specific customers will allow the exploitation of the natural and cultural wealth of the country, while at the same time lengthening the season and increasing revenues.”