Premium Tourism Drives Marbella’s Hotel Profitability to Record Levels as Overnight Stays Exceed 291,000

Marbella continues to strengthen its position as one of the Mediterranean’s leading high-end tourism destinations. Figures for May 2026 show significant growth in visitor numbers, overnight stays, hotel revenue and employment generated by the sector.

According to the latest indicators published by Spain’s National Statistics Institute, known as the INE, hotels in the city recorded 291,576 overnight stays during May, compared with 263,032 in the same month of 2025.

The increase in tourism activity was also reflected in hotel profitability. Both the average rate per occupied room and the revenue generated by each available room rose above the levels recorded one year earlier.

Marbella Town Hall has attributed this performance to the quality of the tourism offering, the city’s international positioning and its ability to attract visitors with high spending power.

Average Hotel Rates Rise Above €267

One of the most notable figures from the May tourism report was the increase in the average daily rate, commonly known in the hotel industry as ADR.

The indicator reached €267.19, compared with €234.95 in May 2025. This represents an increase of more than €32 per occupied room in the space of one year.

Revenue per available room, or RevPAR, also increased. This is one of the main indicators used to measure the financial performance of hotels.

In May 2026, RevPAR reached €207.12, up from €178.20 in the same month of the previous year.

The figures indicate that Marbella’s hotels are not only selling rooms at higher prices, but are also generating more revenue across their total available capacity.

Marbella’s Director General of Tourism, Laura de Arce, said the results reflect the municipality’s ability to consolidate an offering based on excellence, service quality and premium hospitality.

More Than 91,000 Hotel Guests in May

The number of travellers staying in Marbella’s hotels also increased considerably.

The municipality welcomed 91,422 hotel guests during May 2026, compared with 75,941 in the same month of the previous year.

This represents an increase of 15,481 visitors and confirms Marbella’s appeal during the weeks leading up to the official start of the summer season.

International tourism once again played a particularly important role. Of the travellers staying in the municipality’s hotels, 72,822 came from abroad.

The data shows that international visitors continue to choose Marbella for spring breaks, attracted by its hotels, restaurants, sports facilities, shopping and leisure options.

The arrival of travellers with higher spending power also benefits other tourism-related industries, including restaurants, luxury retail, transport, sporting activities and specialist services.

Overnight Stays Increase to 291,576

The rise in visitor numbers was accompanied by an increase in the number of nights spent in hotels.

Marbella recorded 291,576 overnight stays during May, compared with 263,032 one year earlier. This represents an increase of 28,544 hotel nights.

The figure not only reflects higher visitor numbers, but also the municipality’s ability to encourage longer stays.

Its combination of five-star hotels, resorts, golf courses, beach clubs, restaurants, spas and year-round activities allows many visitors to remain in the area for several days.

Average hotel occupancy stood at 76.45%, remaining close to the level recorded in May 2025.

Stable occupancy combined with higher average room rates and increased revenue per available room indicates that profitability is being driven mainly by the value of the tourism offering rather than by occupancy growth alone.

Hotel Employment Reaches 5,915 Workers

The positive development of Marbella’s tourism industry has also had a direct impact on the local labour market.

Hotels employed 5,915 people during May, compared with 3,428 workers in the same period of 2025.

This represents an increase of 2,487 jobs directly linked to hotel establishments.

According to the Town Hall, this growth is supporting the creation of specialist roles in areas such as reception, food and beverage services, customer care, hotel management, event organisation, wellness, maintenance and luxury tourism services.

The rise in activity before the summer season also helps reduce the city’s dependence on July and August.

Marbella has been working to extend its tourism season through conferences, sporting competitions, cultural events, gastronomy, golf, wellness tourism and activities aimed at international visitors.

The employment figures for May reinforce the view that the municipality is moving towards a less seasonal model with greater labour stability.

Premium Tourism Remains a Key Driver of Growth

Marbella’s tourism strategy is strongly focused on attracting travellers looking for exclusive experiences and high-quality services.

The municipality is home to numerous four- and five-star hotels, fine-dining restaurants, private clubs, marinas, golf courses and businesses associated with leading international luxury brands.

This offering enables Marbella to attract visitors with high average spending levels and maintain hotel prices above those recorded in many neighbouring destinations.

The profitability achieved during May confirms the importance of premium tourism to the local economy.

However, Marbella’s positioning does not depend solely on luxury accommodation. The city also offers beaches, natural areas, family activities, cultural attractions and opportunities to practise sports throughout most of the year.

This combination helps diversify its visitor profile and expands the reasons to visit beyond the main summer season.

Marbella Strengthens Its Reputation as a European Sports Destination

Sports tourism is another important factor behind Marbella’s international appeal.

The city was recently named Europe’s Best Sports Destination for 2026 by European Best Destinations, according to the information published by the source. Marbella reportedly achieved a score of 19.6 out of 20.

The recognition placed the municipality ahead of destinations including Monaco, Oslo, Paris and Lisbon.

Factors highlighted included its sports facilities, climate, year-round activities and ability to combine sport with accommodation and tourism services.

Marbella offers golf courses, tennis and padel facilities, equestrian centres, marinas, gyms, outdoor routes and venues capable of hosting international competitions.

This allows the city to attract both professional athletes and holidaymakers seeking to combine their stay with sporting activities.

A Strong Start to the Summer Season

The results recorded in May give Marbella a favourable starting point ahead of the peak summer months.

The increase in travellers and overnight stays, together with higher hotel profitability and employment, demonstrates the strength of the local tourism industry.

The main figures for the month were:

Hotel guests: 91,422
International travellers: 72,822
Overnight stays: 291,576
Average hotel occupancy: 76.45%
Average daily room rate: €267.19
Revenue per available room: €207.12
Hotel employees: 5,915

The figures confirm Marbella’s strong ability to attract international tourism and generate economic activity before the central months of the summer season.

The next challenge will be to maintain this growth sustainably, improve job quality and ensure that tourism development remains compatible with the needs of residents, workers and local businesses.

Information source: La Opinión de Málaga