Marbella has established itself as a prominent Mediterranean tourist destination, with a significant rise in foreign visitors and record hotel profitability, as per recent data from the National Statistics Institute (INE).

Key July Data:

• Total Visitors: 85,697 people, an increase of 11.9% compared to July 2024.
• Overnight Stays: More than 325,000, representing an increase of 26,308 hotel nights (+8.79% from the same month last year).
• Foreign Visitors: 64,244, which is 9,347 more (+17%) than July 2024.
• Hotel Occupancy: Average occupancy rate of 78.5%, a stable and high level for the peak summer season; additionally, approximately twenty new hotel establishments have opened.
• Hotel Profitability: Marbella leads the national ranking of tourist destinations for the first time, based on ADR (Average Daily Rate) and RevPAR (Revenue Per Available Room).
• Average Daily Rate (ADR): €375.12.
• RevPAR: €296.25.
• Tourism Employment: The hotel sector created 4,252 jobs in July.

Marbella Marbella

Laura de Arce, the General Director of the tourism department, emphasizes that an occupancy rate of 78.5% “is stable and high for the peak season” and highlights the sector’s strength in meeting demand even with an increase in hotel offerings.

The tourist dynamics in Marbella in July not only reflect positive occupancy and profitability figures but also reinforce its role as an economic engine of the city. The increase in foreign visitors and strong ADR and RevPAR figures indicate a tourism model focused on quality and excellence, capable of fulfilling demand during the peak season and sustaining employment in the hotel sector. According to the municipal representative, this data strengthens Marbella’s position as a reference destination at both national and international levels, with a high-quality offering and a strategy aimed at tourism excellence.