Marbella Positions Itself as a National Benchmark in Hotel Profitability

In 2025, Marbella solidified its leadership as one of the main tourist destinations on the Mediterranean coast and positioned itself as a national benchmark in hotel profitability. ... The average revenue per available room (RevPar) reached a historic high of 160.42 euros, "practically" tripling the levels of the post-financial crisis period (2010-2013) and "significantly" exceeding the figures prior to the pandemic (2018-2019), as highlighted by the General Director of Tourism, Laura de Arce.

According to data from the National Institute of Statistics (INE), RevPAR grew by 8.3% compared to 2023, while room revenue increased by 18.4% compared to two years ago. The average room price also reached a record high, nearing 232 euros, a 15.4% increase from 2023 (200.82 euros) and 7.5% above the 2024 figure (215.63 euros).

Hotels created more jobs and improved occupancy in lower-demand months

The revenue was reflected in employment at Marbella's hotel establishments, with a significant increase up to 3,436 employed individuals. According to De Arce, these are "excellent" results, representing "the highest level of the last three years," and an 11% increase from the previous year. For the General Director of Tourism, this increase "demonstrates a reactivation of hotel employment, driven by higher occupancy, enhanced service quality, and increased accommodation capacity."

Seasonality and Maturity

The municipal government's Tourism official believes that the INE data "show significant progress in breaking the traditional seasonal pattern of the destination," particularly in historically low-demand months like February and November, which in 2025 showed "a more dynamic situation" than in previous years, demonstrating "a greater ability of the destination to attract visitors outside of the high and mid-high season." There has also been an increase in demand during the spring and autumn months, especially from April to June and from September to October, confirming "Marbella's ability to extend the tourist season" and thus generating more economic activity and employment.

In 2025, Marbella's hotel establishments registered a total of 711,877 guests and an average occupancy rate of 66.02%, with a predominance of international tourism throughout the year, which, according to the General Director of Tourism, "helps to smooth seasonal fluctuations" and "demonstrates the sustained attraction of the destination and the strength of the local hotel sector."

"The data support the continuity of the actions of both the City Council and private companies, aimed at consolidating a competitive, sustainable, and quality-based tourism model"

Laura de Arce

General Director of Tourism

2025 also saw a slight decrease in the number of tourists and overnight stays (by 0.37% and 1.25%, respectively), which De Arce downplayed because "the levels remain high and clearly superior to those of the pre-pandemic years," confirming "the consolidation of Marbella as a mature tourist destination." In this regard, she emphasized that the decline in national tourism that explains this decrease was offset by an increase in the proportion of international travelers, which "helps to smooth seasonal fluctuations."

Finally, she highlighted that the results obtained "support the continuity of the actions of both the City Council and private companies, aimed at consolidating a competitive, sustainable, and quality-based tourism model, which contributes to economic development, job creation, and the well-being of the citizens."