‘The new wave of senior Brits in Spain want “authenticity” and better health. British pensioners and older-aged tourists in the future will increasingly “seek authenticity and demand good health,” according to a recent event in Valencia, reports El Mundo (here). A study by the Valencia tourism organisation Invattur, authored by Ana Baldera, says “tourism is changing, including British tourism.” The tourism expert stressed, according to the report, that Spanish tourism hubs like Benidorm will have to do more in the future to retain the label as number one destination for British tourists in Europe…’. From an email report sent by The Local. As the population grows older, consumer demands and requirements will also shift. Spain as a whole and specific destinations per se, will have to reinvent themselves if they want to continue riding the wave.