In Alicante, rural accommodations saw a surge during the pandemic as travelers sought safety and quiet, a pattern that reshaped monthly occupancy and seasonal campaigns. As health restrictions faded, operators faced a stark reality: August occupancy hovered just above fifty percent. Industry leaders urged the Generalitat to implement a strategy that blends promotion, support, and investment to revive activity across inland regions.
Traditionally, Alicante’s rural tourism has swell around Christmas, Easter Week, and long weekends. Yet the coast’s appeal kept inland stays leanest in the summer months. The pandemic shifted traveler preferences toward quieter, less crowded spots, and rural lodgings were viewed as ideal for safer getaways. That shift lifted inland activity for two successive summers, bringing occupancy close to full capacity in several periods.
When restrictions eased last year, occupancy began to ease again, and this summer it declined further, with roughly half of the province’s 4,500 available places filled. The resulting losses exceed four million euros.
Indira Amaya, who leads the Alicante Domestic Tourism association and manages a local hotel, notes that weekly stays run around 40 percent while weekends rise to as much as 70 percent. She emphasizes that the pandemic’s peak was a temporary surge, and now people are returning to the beach as everyday life resumes.
Amaya highlights the persistent challenge of improving efficiency this season and building customer loyalty. A broad array of businesses, activities, products, and services could attract travelers, yet inland options compete with shorefront offerings and are not fully utilized.
Meeting
These concerns were the focus of a recent meeting with Nuria Montes, the new Minister of Innovation, Industry, Trade and Tourism, alongside representatives from the tourism association. The consensus calls for a policy that prioritizes interior regions and places greater emphasis on promotion. Amaya stresses the importance of making inland products visible and valued, noting that diverse, high‑quality offerings deserve recognition.
Beyond visibility, the sector seeks policies that streamline activities and investment to support environmentally friendly development, engage younger audiences, protect natural areas, and counter depopulation. The region is recognized for its potential as a destination, but a targeted plan for sustained support is essential.
The minister’s responsive stance is evident: addressing a complex issue requires medium- and long-term planning, and a broader dialogue with associations and tourism groups is being pursued.
What do local business owners think? Antonio Serrano, who runs Cases Noves hotel in Castell de Guadalest, reports a disappointing summer. He says, August showed some improvement, but occupancy barely reached sixty percent after a weak June and July. The prospect of arriving on August 15 with two empty rooms is unusual and worrying.
Rural tourism in the province remains busier than ever in absolute terms, yet it faces robust competition from the coast. Serrano also notes a similar pattern in local dining establishments, where activity remains well below typical levels for an inland destination as strong as Vall de Guadalest. Visitors appear to prefer coastal stays or seaside venues, leaving inland places to contend with a tougher market. The mood is cautiously pessimistic, suggesting a challenging summer ahead.
Jorge Terol, manager of Casa El Pinar near Alcoy, contrasts inland offerings with apartments, dining, and a game area. He explains that August is especially difficult for mountain regions, as many people choose beaches or stay home. Occupancy hovers around thirty percent. After a slow spring, the summer campaign signals a stall in demand as customers seek broader entertainment options by the sea, making inland competition even harder.
Alongside occupancy, a staffing shortfall compounds the problem, a long-standing issue across tourism. Amaya notes that some organizations have paused room filling at times due to insufficient staff, underscoring the need for workforce support in the sector.