Marbella: Spain’s Most Exclusive Destination
Marbella, a luxurious destination on the Costa del Sol, is increasingly focusing on high-quality tourism and attracting visitors with significant purchasing power. This trend is backed by 2024 data from Spain’s INE national statistics institute. The renowned holiday resort has achieved the highest average price per hotel room (ADR) in Spain, with an average cost of 214.07 euros per night. Barcelona, Madrid, and Malaga city trail behind with average prices of 173.20 euros, 153.59 euros, and 139.10 euros respectively.
Record-Breaking Hotel Profitability
Marbella’s hotel profitability has once again hit a record high, particularly in the months of August and December, with prices reaching 331.88 and 298.56 euros respectively. Mayor Ángeles Muñoz stated that these records indicate a successful consolidation of seasonal adjustment, a common challenge for all tourist destinations. The city is also strengthening its position in new markets, such as the United States, and reaffirming its commitment to quality over quantity.
Historic Revenue Figures
In eight months of 2024, Marbella set new records for Spain. Additionally, the revenue per occupied room (RevPar) reached historic levels, averaging 148.01 euros for the year. The months of August, October, and December were particularly profitable, with revenues of 289.17 euros, 148.06 euros, and 115.49 euros respectively.
Growth in Hotel Occupancy
According to INE data, hotel occupancy in Marbella also saw growth throughout 2024. The average occupancy rate between April and October was close to 80%, a record-breaking figure. The number of overnight stays increased to 2,584,174, while the number of visitors reached 719,151. The majority of these tourists were domestic, followed by visitors from the UK, Germany, France, the Netherlands, Ireland, and the US.
Visitor Demographics and Stay Duration
Laura de Arce, head of Marbella tourism, noted that while Spanish tourists tend to have the shortest stays, averaging 2.65 days, visitors from other countries stay for an average of 3.82 days. Tourists from the UK, Germany, and Ireland tend to have the longest stays, followed by those from Scandinavia and the US.
Building Loyalty with the US Market
Marbella is particularly focused on building loyalty with the US market through various promotional activities. These efforts are resonating with a target audience that is showing increasing interest in the destination and in real estate investment. In December, a Marbella delegation traveled to New York to launch a promotional campaign, which included showcasing videos of Marbella in Times Square and the Hudson Yards shopping center.
