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International demand and Benidorm–Castellón growth drive Valencian hotel occupancy close to 80% in 2025

Valencian Community / January 2026

The Valencian Community is set to close 2025 with hotel occupancy levels nearing 80% on average, marking a 0.4 percentage point increase compared to 2024, according to provisional data published by BigDataHOSBEC. This growth has been achieved alongside greater hotel capacity, reinforcing the sector’s economic impact and progress in reducing seasonality.

The data confirms that forecasts for 2025 have been met, with hotel occupancy remaining the key indicator shaping wider tourism performance across the region.

Three main factors have driven this positive outcome. The international market now represents almost 55% of total demand, with the United Kingdom once again consolidating its position as the leading source market, accounting for more than half of all international hotel revenue in the region. British tourists continue to demonstrate strong loyalty and sustained year-on-year growth.

The other major growth drivers are Benidorm and the province of Castellón, both recording increases above the regional average (+1.1 and +1.2 percentage points respectively). These gains have helped offset the impact of the DANA weather event, which affected tourism activity in the province and city of Valencia during the first seven months of the year.

August remains the strongest month for hotel occupancy, with high demand extending into September. The American market continues to perform strongly in Valencia city, while in Benidorm, British visitors have once again overtaken domestic tourists to become the destination’s leading source market.

According to Nuria Montes, General Secretary of HOSBEC, the results demonstrate the resilience of the Valencian tourism model, highlighting the importance of international connectivity, professionalised hotel management and the ability to keep capacity open throughout the year.

A full breakdown by province and destination confirms Benidorm’s role as a year-round tourism leader, Castellón’s progress in extending its season, and the gradual recovery of Valencia following last year’s exceptional weather-related disruption.

The full 2025 Annual Hotel Occupancy Report is available for download.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Overview

This week across Benidorm, Altea, Albir, Finestrat, and La Nucía is mainly:

Weekly markets and street trading

Live music in bars and small venues

Early spring coastal tourism activity (boat trips, promenades)

Small cultural events and exhibitions

Gradual build-up toward May festivals in Benidorm

BENIDORM – Events and Activity

Markets and street life

Wednesday and Sunday main street markets (large general markets for clothing, food, and goods)
Old Town craft stalls operating in the evenings
Night markets becoming more active as tourist season builds

Cultural activity

Early preparations and signage for the Medieval Market coming soon in central Benidorm
Small pop-up performances in Old Town squares (musicians, street entertainment)

Nightlife and entertainment

Live music every night across the main strips (cover bands, tribute acts, karaoke)
DJ sets and bar entertainment increasing toward peak season
Rooftop bars and terrace venues reopening more consistently

Overall feel

Benidorm is in an active pre-summer phase with strong nightlife and steady tourist flow.

ALTEA – Cultural and coastal atmosphere

Old Town and culture
Art galleries and artisan shops open daily
Small exhibitions and cultural displays in local venues

Live music

Acoustic and low-key live music in bars around Old Town and seafront areas
Occasional weekend performances in Irish and cocktail bars

Sea activities

Boat trips operating from Altea harbour including:
Coastal cruises
Sunset sailing trips
Swimming stops depending on weather conditions

Overall feel

Quiet, scenic, and cultural with a strong focus on relaxation rather than nightlife.

ALBIR / ALFÀS DEL PI – Mixed expat and local activity

Markets

Friday weekly street market with food, clothing, and household goods
Nearby Sunday markets in Altea also attract visitors from the area

Live music

Regular pub and bar entertainment, especially in Irish and rock-themed venues
Weekly live bands and acoustic performances across multiple venues

Cultural venues

Casa de Cultura hosting small theatre events, exhibitions, and community activities
Regular local group meetings and social clubs

Overall feel

Balanced area with both relaxed daytime atmosphere and active evenings.

LA NUCÍA – Local and sporting focus

Markets

Sunday rastro (large flea market with antiques, tools, clothes, and food stalls)
Entertainment
Occasional live music in local bars, mostly weekends

Sports activity

Large sports complex hosting training camps, tournaments, and weekend events

Overall feel

Quiet residential town with activity concentrated around weekends and sports events.

FINESTRAT – Beach and market lifestyle

Markets

Tuesday and Saturday markets in La Cala area with a mix of local produce and goods

Beachfront activity

Beach bars and restaurants increasingly open in the evenings
Sunset dining season beginning again

Entertainment

Low-key live music in beachfront bars rather than organised events

Overall feel

Relaxed coastal town focused on beach life and casual evenings.

OVERALL SUMMARY

Benidorm: busiest area with nightlife, markets, and entertainment

Altea: cultural, scenic, and relaxed

Albir / Alfàs del Pi: balanced mix of live music and expat social life

La Nucía: local, quiet, and sports-focused

Finestrat: beach-oriented and low-key

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International demand and Benidorm–Castellón growth drive Valencian hotel occupancy close to 80% in 2025

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

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