Cambio en el Imserso
Lloret de Mar, Puerto de la Cruz y Salou superan a Benidorm en el Imserso
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Benidorm has lost its grip on Spain's Imserso senior travel program, handing control to rival coastal cities. La Opinión de Málaga reports that Lloret de Mar, Puerto de la Cruz in Tenerife, and Salou now lead the hotel offerings. The Alicante resort is scaling back participation due to low profit margins and surging winter tourism demand from paying customers.
Why Benidorm Is Stepping Back
Benidorm hotels increasingly view the Imserso program as unprofitable. The scheme pays fixed rates that don't match rising operational costs. Winter tourism to Benidorm has exploded in recent years. Hoteliers now prefer selling rooms to regular tourists at higher prices rather than accepting lower Imserso payments.
Three Cities Gain New Imserso Hotels
Lloret de Mar in Catalonia, Puerto de la Cruz on Tenerife's north coast, and Salou in Tarragona are expanding their Imserso programs. El Periódico Mediterráneo confirms these destinations are attracting more senior travelers through the government benefit scheme. Each city sees the program as economically viable and a stable revenue source.
The Imserso Program's Shifting Geography
Spain's Imserso initiative subsidizes winter holidays for seniors and retirees. Hotels that accept Imserso bookings receive government payments at negotiated rates. The program once centered on Benidorm as the primary destination. Rising labor, energy, and maintenance costs have made lower-paying coastal towns more attractive than premium locations like Benidorm.
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