The hotel sector in Marbella has finished August by achieving unprecedented levels of profitability, with a 32% growth over the last two years, as well as a 15% rise in employment compared to 2024. According to the National Institute of Statistics (INE), overnight stays totaled 350,366 nights, representing 18,371 additional nights, reflecting a 5.5% increase over the same period the previous year. The average stay was 4.16 nights, the best figure since 2021, with 84,294 travelers staying in the city, of which 23,730 were domestic and 60,564 were international.

Laura de Arce, the General Director of Tourism in Marbella, emphasizes the sector’s strength: “The sector maintains its solidity, driven by longer stays and an efficient pricing policy.” In this context, hotel profitability reached record levels in August, a milestone that, according to De Arce, practically repeats every month. The average price per room was €395.33, the highest in Spain, indicating a 19% increase compared to 2024 and a 32% rise over 2023. Additionally, the average income per available room (RevPAR) reached €322.73, solidifying itself as the best figure in the historical series and showcasing an 11.6% rise from the previous year.

The activity has also left its mark on the job market, generating 4,432 new jobs in August, reflecting a 15% increase over 2024 and 6.4% compared to 2023, consolidating Marbella as a job creator in the tourism sector. “These results demonstrate the level of professionalization and maturity in the tourism sector in Marbella and the combination of longer stays, efficient pricing management, and improved labor market conditions, positioning the city as a quality and competitive destination year-round,” highlights De Arce.

According to INE, the occupancy rate stood at 82.6%, a figure that, while slightly below the 86.8% of August 2024, reflects sustainable growth as the hotel plant has expanded significantly compared to the previous year. Marbella continues to position itself as a benchmark for quality and dynamism in the tourist offer of the province and the Costa del Sol, positively impacting employment and the local economy.