Marbella broke records this June with an 80.96 % hotel occupancy rate, during which a significant increase in the U.S. market was also registered. 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."

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 2 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."

"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 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.