Biar is poised to welcome visitors during Holy Week and Easter 2022, with rural accommodations in high demand on these holiday dates, ranging from 75% to full occupancy. After two years shaped by the coronavirus, interest in travel is evident in occupancy figures surpassing 1,000 guests and 500 beds spread across hotels and rural homes. The year 2022 shows a modest uptick from 2021, reflecting a shift in traveler preferences toward countryside stays.
In 2021, the pandemic and related restrictions reinforced the rural tourism model. Last summer proved to be a critical test for Easter, underscoring the appeal of nature over the beach for many travelers. It appears to be a trend among domestic tourists, with most visitors arriving in this municipality in the Valencian Community and, to a lesser extent, from Murcia and the Community of Madrid.
Industry experts see rural tourism as an opportunity, and Biar is determined to ride this wave. The mayor, Magdalena Martínez, has stated that the town’s commitment to rural tourism is clear and that Biar’s strategic focus is on sustainable, family-friendly tourism that celebrates nature and the wealth of monuments found here. The tourism experience is designed so visitors come to stay, spending several days in Biar, enjoying peace and rest away from the daily stress that dominates modern life.
Hotel goes out to tender for ten years
The City Council of Biar has initiated the bidding process to operate and manage Hotel Villa de Biar for the next decade. The contract contemplates a monthly rent around 1,000 euros, with a five-year cadence and a requirement to maintain the hotel facilities in optimal condition throughout the contract term.
The specification prepared by the City Council includes plans for renovations within the building, such as upgrading windows, showers, and baths. It also notes the possibility of a 30% increase in the rent and a 70% improvement target. The open competition period is thirty days from the date of publication in the Official Journal of the European Union.
With the feasibility study completed in September 2020, the administrative process began and public exposure followed. Next, technical instructions and provisions were drafted to govern the processing of the project. The process remains open for companies interested in managing this hotel in inland Alicante to submit their bids.
According to Magdalena Martínez, the mayor of Biar, the town will continue to work to keep the municipality open and ready to serve the numerous visitors it welcomes each year.
The four-star Villa de Biar first opened its doors in 2008 and underwent renovations in 2010 and 2011. The historic city-center building now houses 40 rooms, offering a charming atmosphere that blends rural getaways with events and nature as core attractions. The facility features amenities such as a gym, sauna, and a swimming pool, among other facilities, reinforcing its role as a gateway to the region’s countryside experiences.
In summary, Biar’s tourism strategy emphasizes rural, sustainable, and family-oriented experiences that leverage the town’s natural beauty and architectural heritage. As occupancy trends evolve with seasonal holidays, the local government remains focused on maintaining infrastructure, encouraging longer stays, and ensuring a welcoming environment for visitors who choose Biar as a quiet alternative to coastal destinations.