
Marbella Hotel Occupancy Soars with U.S. Tourism
Teba Siles | · 4 min. read
Marbella hotel occupancy broke records this June, reaching an impressive 80.96%, with a significant increase in the U.S. market. This made it the second-largest source market after the United Kingdom, surpassing Germany, France, and Ireland. Laura de Arce, the General Director of Tourism for the Marbella City Council, emphasized that "these positive results reflect the destination's strength and the effectiveness of the strategies implemented to attract and retain visitors."
Record-Breaking Marbella Hotel Occupancy and Profitability
Marbella's hotel sector continues to demonstrate remarkable growth, with record-breaking occupancy rates and profitability figures. The city’s growing popularity among international tourists, particularly from the U.S., has not only boosted hotel performance but also strengthened its appeal as a global investment destination. As highlighted in The Agency’s Annual Real Estate Market Report, the combination of rising demand and strategic investments from international hotel brands underscores Marbella’s reputation as a secure, luxurious destination, attracting both visitors and investors alike.
As explained in The Agency’s Annual Real Estate Market Report on Marbella and the Costa del Sol, “the growing interest from American buyers and international hotel brands underscores the city’s global appeal and its reputation as a secure, luxurious destination. These developments are crucial for investors considering Marbella, highlighting the region’s immediate appeal and long-term investment potential.”
"The city has achieved the best occupancy rate in the historical series since 2005, exceeding the 2023 results by more than eight percentage points and improving the historical record of 2019 by nearly two points," noted the municipal official. She pointed out that "these figures confirm not only a high influx of tourists but also a greater demand for accommodation in the city."
U.S. Market and Increased Tourist Stays
Marbella hotel occupancy continues to soar, driven in part by a significant rise in U.S. visitors who are contributing to longer stays and higher spending. The latest data reflects a strong demand for accommodation, with record-breaking figures in average price and RevPAR (revenue per available room). This surge underscores the city's growing appeal among international travelers and further cements Marbella as a premier luxury destination.
"In June, all previous records for this time of year were also broken in terms of average price and RevPAR (revenue per available room), which stood at 234.50 euros and 188.18 euros, respectively," detailed Laura de Arce, highlighting that these figures represent a 5.9 percent and a 17.3 percent increase in both indicators.
"It has been a good month for tourism in Marbella, with improvements in occupancy and historic profitability figures for hotels," she assessed, noting the significant increase in overnight stays by the national market, which grew by 49.4% compared to 2023 and is the highest in the last ten years.
She emphasized U.S. tourists’ impact on the destination "due to their higher purchasing power and high spending capacity." Finally, she reported that the average stay of tourists in June was 3.77 days, the best figure in the last eight months. She noted that 288,243 overnight stays were recorded in hotel establishments during the same period.
Marbella’s Tourism Boom and What It Means for the Future
Marbella’s record-breaking hotel occupancy highlights the city’s growing appeal among international visitors, particularly from the U.S. market. The surge in tourism, coupled with increasing overnight stays and rising profitability, reinforces Marbella’s position as a premier travel destination. These trends not only benefit the hospitality sector but also signal strong investment potential for real estate and tourism-related businesses. As Marbella continues to attract high-spending travelers, the city’s reputation as a luxury destination remains stronger than ever.
Key Takeaways:
- Record-breaking occupancy: Marbella reached an 80.96% hotel occupancy rate in June, a new high.
- U.S. market impact: The U.S. has become the second-largest source market for tourism, surpassing several European countries.
- Rising demand: Increased interest from U.S. tourists is driving longer stays and higher spending, particularly in the hotel sector.
- Profitability surge: Average price and RevPAR (revenue per available room) hit record levels, with increases of 5.9% and 17.3%, respectively.
- Investment appeal: Marbella’s growing tourism sector strengthens its status as a secure and luxurious investment destination for both hospitality and real estate.