The newest Tourist Voucher programme, Costa Calida’s secret weapon to boost tourism outside of the summer season is off to a resounding success. Since its October launch, the region has reported 809 bookings and 1,779 overnight stays, confirming the programme’s role as a powerful off-season tourism driver.
Strong industry participation
207 local establishments and 116 tourism companies are currently taking part, offering travellers a variety of accommodation options. These range from traditional hotels and tourist apartments to campsites, rural houses, guesthouses and hostels.
This diversity not only caters to different travel preferences and budgets but also ensures that the economic benefits are distributed across the Region of Murcia, supporting both coastal and inland destinations.
Clear Return on Investment
Already they are seeing a return on investment. The budget for the first phase of this initiative was €150,000. In the near three months that the programme has been operational it has generated €289,595 in direct economic impact for accommodation providers.
Importantly, this total figure does not consider additional spending at local restaurants, cafés, shops, transport services or tourism activities, which are also benefiting from the off-season influx of visitors. As of now, 93.6% of the allocated budget has already been executed, highlighting the high demand for the voucher.
Speaking on the outstanding early results, the Director General for Tourism Competitiveness and Quality, Eva Reverte, “this high level of uptake confirms the attractiveness of the incentive and its ability to stimulate tourist spending, strengthen business activity and generate a direct economic impact in destinations across the Region.”
Traveller Preferences and Destinations
Traveller behaviour is being studied. Weekend getaways are a clear favourite for tourists, accounting for 58% of total bookings. San Pedro del Pinatar is topped the rankings for preferred destination, with 21% of the vouchers used there, followed closely by Moratalla, Murcia city and Cartagena.
While hotels were the most in demand accommodation, tourist apartments recorded the longest average stay. at 3.4 nights per voucher. Rural tourism and cultural experiences proved especially attractive, alongside gastronomy and wellness offerings.
Proven Long-Term Impact
Since the programme’s inception in 2021, over 9,400 vouchers have been issued, generating 21,000 overnight stays and over €2.5 million in revenue. With a second phase set to launch in January and run through to May 2026, the Tourist Voucher continues to cement its position as a cornerstone of Costa Cálida’s year-round tourism strategy.