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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.”

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Regional overview: steady pre-summer momentum

Across the Costa Blanca, including Benidorm, Altea, L’Alfàs del Pi (Albir), La Nucía and Finestrat, the region is entering a strong early-season phase with increasing visitor numbers, expanding nightlife, and a growing calendar of small cultural and leisure events ahead of the main summer period.

Markets, live music, coastal tourism and community events continue to dominate activity this week, alongside ongoing infrastructure improvements such as new sustainability and mobility projects.

BENIDORM – Markets, nightlife and tourism growth

Weekly street markets in Benidorm remain a key attraction, including Wednesday and Sunday general markets offering food, clothing and local goods.

The Old Town continues to host craft stalls and informal street entertainment, while evening activity is increasing as the summer season approaches.

Live music is now a nightly feature across main entertainment zones, with tribute acts, DJs and bar performances contributing to strong visitor activity.

Tourism officials also note continued preparation for upcoming seasonal events, including the build-up toward traditional spring and early summer festivals.

ALTEA – Culture and coastal leisure

Altea continues to focus on cultural tourism and relaxation, with art galleries, artisan shops and small exhibitions operating throughout the Old Town.

Live acoustic performances and low-key entertainment are taking place across seafront bars, while boat excursions from Altea harbour are operating regular coastal and sunset sailing routes depending on weather conditions.

ALBIR / L’ALFÀS DEL PI – Community events and live music

L'Alfàs del Pi and the Albir area maintain a steady mix of expat and local activity.

Weekly Friday markets remain popular, while Irish pubs and live music venues continue to host regular bands and acoustic performances.

The Casa de Cultura is also hosting community exhibitions, theatre and social events throughout the week.

LA NUCÍA – Sports and weekend activity

La Nucia continues to centre around sports tourism, with its major sports complex hosting training camps and competitive events.

The Sunday rastro flea market remains a key attraction, drawing visitors from across the region.

FINESTRAT – Coastal leisure and markets

Finestrat is experiencing growing beachfront activity as beach bars and restaurants reopen for the warmer season.

Markets in La Cala continue on Tuesdays and Saturdays, offering local produce and artisan goods, while sunset dining and relaxed evening entertainment are becoming more frequent.

VILLAJOYOSA – Culture, coastline and local life

Villajoyosa is experiencing steady early-season activity, supported by its historic old town, colourful seafront and growing cultural tourism offer.

Local markets and small artisan trading continue throughout the week, while the seafront promenade is seeing increased footfall as warmer weather returns.

The town also maintains its reputation for traditional fishing heritage, chocolate production history, and quiet beach tourism, offering a more relaxed contrast to nearby resort centres.

INFRASTRUCTURE UPDATE – Benidorm EV expansion

Alongside tourism growth, Benidorm is also continuing its sustainability rollout, including new electric vehicle charging infrastructure in the Levante area as part of its broader mobility and climate strategy.

The project forms part of EU-backed funding aimed at supporting low-emission transport across major Mediterranean destinations.

REGIONAL SUMMARY

Benidorm: busiest hub with nightlife, markets and entertainment growth
Altea: cultural, scenic and relaxed
Albir / L’Alfàs del Pi: balanced social and live music scene
La Nucía: sports-led and residential
Finestrat: beach-focused and seasonal lifestyle
Villajoyosa: coastal heritage, relaxed tourism and local culture

The Costa Blanca continues its gradual transition into peak tourist season, with activity levels rising steadily across all major towns.

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International Market Drives September Hotel Occupancy Across the Valencian Community

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