Hotels across the Valencia region recorded an average occupancy of 88% in September, driven primarily by international tourism. The sector closed the month as the second most important of the summer season, with a 0.2% increase compared with 2024, supported by strong demand from British travelers. Valencia city achieved the highest results, reaching a 93.9% occupancy rate in the second half of the month.
Industry representatives highlighted that the objectives of maintaining stable activity throughout summer were achieved, with forecasts for October confirming the extension of the traditional holiday season. International visitors accounted for two out of three tourists in key destinations such as Benidorm, Costa Blanca and Valencia, while Castellón also showed growth, with more than 25% of the market share now coming from foreign travelers.
International Markets and British Demand
The United Kingdom remained the leading international source market for the region, representing 47% of hotel occupancy in Benidorm, 24% in the Costa Blanca, 10% in Valencia city and 4.4% in Castellón. These results come just weeks before the World Travel Market in London, where the regional sector will seek to consolidate the trend by presenting new products and sustainable initiatives. According to the hotel association HOSBEC, the British market continues to be the key driver of tourism demand across all areas of the region.
Valencia city confirmed its recovery, not only in occupancy but also in average rates and revenue per room, which returned to 2024 levels. The strong performance positioned the city as a resilient urban destination combining cultural, leisure and international travel demand. At the provincial level, Valencia hotels reached a 90.1% average occupancy for the month, while the city itself reached 92.7% in the second half, reflecting a peak performance at the end of the high season.
Destination Performance in September
Benidorm closed September with a monthly average of 90.3%, identical to 2024. In the second half of the month, occupancy reached 90.6%, supported by the British market at 46.8% of overnight stays and Spanish demand at 34.3%. Hotels in the city reported stable results across categories, with four-star properties achieving 90.8% in the second half, slightly higher than the previous year. Three-star hotels remained stable, at 90.6% compared with 90.9% in 2024. Confirmed bookings for October already stand at 86.4% for the first half, ensuring continued resilience at the start of autumn.
The Costa Blanca region registered 83.2% occupancy in the second half of September and 84.7% overall for the month, a decline compared with 2024. Alicante South showed sharper drops, with 80.1% in the second half and 81.3% overall, well below last year’s levels. The British market contributed 24.1% of Costa Blanca demand in the second half, while domestic tourism accounted for 34.8%. For Alicante South, national travelers represented nearly half of the stays, though British visitors still contributed 16.1%. Other European markets such as Belgium, Norway and the Netherlands added smaller shares but provided consistency across the region.
The performance by category in Costa Blanca reflected a slight softening of demand. Four-star hotels reached 86.9% in the second half, down two points from 2024, while three-star hotels closed at 80.5%, nearly five points lower than the previous year. In Alicante South, the declines were sharper: four-star hotels dropped to 84.9%, while three-star properties fell to 76.8%. The trend indicates pressure on the mass-market segment, requiring greater commercial efforts in the off-season. Reservations for October are currently at 76.9% for Costa Blanca and 74.2% for Alicante South, both lower than in 2024, suggesting that last-minute sales campaigns may be needed to sustain volumes.
In Valencia province, the market balanced domestic and international demand. National tourists accounted for 46.3% in the second half of September and 48% across the month. In Valencia city, the domestic share dropped to around 30%, with stronger contributions from the United Kingdom (9.7%), United States (7.7%), Italy (7.2%) and Germany (6.9%). Other European markets, including France, the Netherlands and Belgium, added significant shares, while long-haul travelers from Canada, Argentina and other countries reinforced the city’s international profile. By category, Valencia city’s four-star hotels reached 94.5% occupancy in the second half of the month, while five-star establishments posted 91.5%. Provincial hotels also performed strongly, with four-star properties reaching 93.2% and three-star properties at 89.8%.
The advance booking situation for Valencia province and city remains favorable. For the first half of October, the province already holds an 82.4% booking rate, while Valencia city has 86% reserved. Both figures are slightly higher than last year, pointing to continued growth in cultural and urban tourism beyond the summer months. This performance highlights Valencia’s growing role as a year-round destination for international markets, particularly given the diversity of its visitor base.
Castellón province showed notable improvement, closing the second half of September with 78.8% occupancy, up from 75.4% in 2024. The monthly average also grew by 2.9 percentage points, reaching 79.8%. While the domestic market remained dominant with 74.5% of demand, the international share increased, led by the United Kingdom at 4.4% and France at 4%. Germany contributed 2%, adding to the diversification of demand. The rise in international presence marked a shift for a destination historically dependent on Spanish tourism.
By category, Castellón hotels experienced gains across the board. Four-star hotels reached 81.2% in the second half of September, nearly five points higher than 2024, while three-star hotels rose to 76.2%. Monthly averages also grew, with four-star properties at 81.9% and three-star properties at 77%. This shift suggests that mid-range hotels are benefiting from renewed international demand and greater domestic confidence in late-season travel. Advance reservations for October are already at 72.4%, nearly nine points higher than the previous year, reflecting an improved sales rhythm heading into autumn.
The September results underline the overall resilience of the Valencia region’s hotel sector. While Benidorm and Valencia city continue to lead in terms of occupancy and international appeal, Costa Blanca and Alicante South face a moderation in demand compared with last year. Castellón, meanwhile, has experienced stronger growth, benefiting from rising foreign interest and improved late-season performance. The balance of results confirms that the region is achieving its target of extending the tourist season, supported by the strength of international markets.
With British travelers continuing to represent the largest share of foreign visitors, the region prepares for key promotional efforts at the upcoming World Travel Market in London. The strategy will focus on consolidating the presence of the UK market while diversifying further into long-haul markets such as the United States and Latin America. The hotel sector emphasizes sustainability and the diversification of tourism products as essential tools to maintain stability and growth in the coming months.