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International Market Drives September Hotel Occupancy Across the Valencian Community

 

7 October 2025

 

The international tourism market continues to power hotel performance across the Valencian Community, with two out of every three visitors to Benidorm, the Costa Blanca, and Valencia arriving from abroad. British travellers remain the leading source market in all destinations, while Castellón has seen its international share rise to more than 25%.

 

Across the region, September closed with an average hotel occupancy of 88%, matching 2024 levels and marking the second most important month of the year for the sector. Growth of +0.2% was largely driven by foreign visitors, underscoring the sustained appeal of the Valencian coastline and cities to international travellers.

 

Valencia city continues to lead the recovery, setting a record occupancy of 93.9% in the second half of September — the highest in the region. This strong performance confirms the city’s stabilisation and its growing position as a year-round urban destination.

 

According to HOSBEC, the regional hoteliers’ association, the hotel industry has “met its objectives of maintaining stable activity throughout the summer,” while also highlighting a positive outlook for October, confirming the extension of the traditional summer season.

 

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Key Market Highlights

 

Benidorm
Benidorm once again proved its strength as the Valencian Community’s flagship destination, achieving 90.6% occupancy in the second half of September and 90.3% for the month overall, mirroring 2024’s results. The UK remains its dominant market, accounting for 47% of overnight stays, followed by Spain (34%). Four-star hotels performed slightly better year on year, reaching 90.8% occupancy. Forward bookings suggest continued strength, with 86.4% of rooms already booked for early October.

 

Costa Blanca & South Alicante
The Costa Blanca recorded 83.2% occupancy in the latter half of September (84.7% monthly average), while South Alicante posted 80.1% and 81.3% respectively — reflecting moderate declines versus 2024. The domestic market remains key, representing 35–48% of stays, though British visitors continue to play a vital role. Bookings for early October stand at 76.9% on the Costa Blanca and 74.2% in South Alicante, indicating solid but slower demand.

 

Valencia Province & City
Valencia province averaged 90.1% occupancy for September, while the capital city matched that figure and rose to 93.9% in the latter half of the month. The domestic market accounts for nearly half of stays, complemented by strong international demand from the UK (9.7%), the USA (7.7%), Italy (7.2%) and Germany (6.9%). Forward bookings are robust: 82.4% in the province and 86% in the city for the first half of October.

 

Castellón Province
Castellón registered one of the most positive trends, with 79.8% monthly occupancy, up 2.9 points year on year. The international market now represents over 25% of demand, led by the UK, France, and Germany. Four-star hotels achieved 81.9%, and three-star properties rose to 77%, reflecting renewed mid-range demand. Bookings for early October already exceed 72%, nearly 9 points higher than last year.

 

British Market Importance

The British market continues to be the cornerstone of international tourism in the Valencian Community, accounting for:

47% of hotel stays in Benidorm

24% on the Costa Blanca

10% in Valencia

4.4% in Castellón

 

This data arrives just one month ahead of the World Travel Market in London, where HOSBEC will present its strategy to consolidate this momentum with new products, attractions, and sustainability initiatives aimed at strengthening the region’s position among UK travellers.

 

Statement from Mayte García, Executive Director, HOSBEC:

“The sector has achieved the goal of maintaining consistent hotel activity throughout summer, supported strongly by international demand. The data confirm that the Valencian Community remains one of the most stable and attractive destinations in the Mediterranean.”