Hotels see steady growth. Credit: Benidorm Ciudadano
Benidorm consolidated another year of growth for its tourism industry in 2025, surpassing 3 million visitors and 16 million overnight stays, largely thanks to a boost from international markets. These figures were revealed in the annual report from Visit Benidorm, presented on January 21 by the city’s mayor, Toni Pérez, and the foundation’s manager, Leire Bilbao, during the opening day of the Madrid International Tourism Fair (Fitur) 2026. The event began with a minute of silence in memory of the victims of the tragic Adamuz train accident, as the nation observed a period of official mourning.
According to the report, and pending final data for December, Benidorm welcomed a total of 3,058,623 visitors in 2025, representing a 7.7% increase from the previous year. However, Mayor Pérez stressed that these figures are provisional and are expected to rise once the National Statistics Institute (INE) releases the complete data to close the year definitively.
Hotels see steady growth
The city recorded 16,211,131 overnight stays in 2025, a 3.4% increase from 2024. Of these, 11.6 million were in hotel establishments, which ended the year with 2.45 million guests, up 4.3% on 2024, and an average occupancy rate of 82.2%, a rise of 1.1%. The average length of stay in hotels remained nearly five days, consistent with the previous year’s figures.
International visitors accounted for 10.9 million overnight stays, representing 67.7% of the total and a 6.1% year-on-year increase. Domestic tourism contributed 5.2 million overnight stays, a slight drop of 1.7%, representing 32.2% of total stays. In terms of visitor numbers, 1.8 million were foreigners (59.7%), while 1.2 million were Spanish nationals (40.3%).
Apartments and campsites surge
Tourists staying in holiday apartments recorded 2.56 million overnight stays in 2025, a remarkable 20.3% rise from 2024. These stays corresponded to 483,516 visitors, up 36.9% from the previous year. The occupancy rate for apartments reached 75.7%, with an average stay of 5.5 days.
Camping accommodations also enjoyed strong results, with 124,443 visitors spending a total of 2,018,422 nights. The occupancy rate in campsites was exceptionally high at 93.9%, while the average length of stay extended to 20.1 days.
Overall growth across all accommodations
Mayor Pérez highlighted that the growth in Benidorm’s tourism was seen across all types of accommodation, particularly in holiday apartments, which achieved an occupancy rate of 77.7%, 4.3 points higher than in 2024. Campsites also saw an increase of 2.9%, reaching an average occupancy of 93.4%, while tourist rental properties remained stable at 51.3%, similar to 2023.
Pérez described 2025 as “an excellent year, reflecting the intense work involved in managing such a significant volume of activity.” He emphasised that “very few destinations in Spain can report such figures.” He attributed these results to sustained efforts to strengthen Benidorm’s brand nationally and internationally and to attract high-profile events that boost tourism during quieter periods, such as the recent World Cyclocross Championship held in the city.
Employment rises and satisfaction levels improve
The report also highlighted positive trends in employment. Benidorm ended 2025 with an unemployment rate of 9.41%, 1.34 points lower than the previous year, making it the municipality with the lowest jobless rate in the Valencian Community. This was achieved despite a population increase of 2,558 residents over the year, bringing the total registered population to 77,221.
Social Security registrations rose by 787, reaching a total of 32,885. Tourist satisfaction also improved, with the overall rating reaching 78.8%, up 2.1 points from 2024. Safety was rated particularly highly at 95 out of 100, surpassing climate (93.4%), hotel satisfaction (61.7%), and general tourist product satisfaction (74.9%).
Positive outlook for 2026
Looking ahead, Mayor Pérez indicated that bookings for 2026 are already showing an upward trend across the year. While global geopolitical uncertainty and a weaker national demand create challenges, he emphasised Benidorm’s resilience and strong international appeal. “All indicators suggest that 2026 will be another strong year,” Pérez said, “allowing us to continue consolidating our reputation as the ‘City of Happiness’ and a leading smart tourism destination.”