August opens with strong potential for the Costa Blanca, where more than half of the region’s about 150 hotels report full signups during the peak period. The first August holiday weekend marks a shift that features an early holiday surge, with Friday traffic turning heavy as families and visitors extend their breaks into the weekend. On the roads, more than a million vehicles are expected to travel provincial routes, while high-speed rail connections between Madrid and Barcelona report limited seat availability, reflecting a busy travel pattern that mirrors a record-setting year for air travel. In 2019, there were 1,263 flights serving the same period, carrying around 230,000 passengers; the current season shows a strong continuation of that demand, with many flights and trains operating at or near full capacity.
Across Benidorm, hospitality activity remains intense. Of a local network comprising around 140 accommodation providers, only 61 hotels had available rooms on Friday, underscoring high occupancy and sustained demand. The market is characterized by competitive rates and strong booking momentum, a trend confirmed by major online travel platforms and corroborated by hospitality associations.
Costa Blanca is at the forefront of national tourism recovery and is projected to reach 85% of pre-pandemic employment levels by the end of the year.
The average hotel occupancy hovers around 90%, with some operators reporting slightly higher figures. On weekends, areas around Alicante present elevated occupancy, with many hotels reaching the mid-to-high 90s. Destinations such as Calp, Xàbia, Denia, Guardamar, Santa Pola, and notable beaches remain popular, with Montiboli and La Vila recording occupancy near full capacity. Tourists staying in holiday apartments also show strong demand, with weekend occupancy near 90% in many cases.
July-to-August occupancy forecasts for beachfront hotels in the Valencian Community indicate an average around 81.69%, marking a notable year-over-year increase and signaling a steady recovery trajectory. This optimism comes from a survey conducted by Turisme Comunitat Valenciana among a representative sample of hotels. Regional Tourism Secretary Francesc Colomer described the data as a sign of ongoing industry vitality and a positive signal for tourist loyalty to the Valencia Community destination.
Data from hotel surveys show substantial occupancy improvements across the Alicante coastline, with Benidorm achieving especially high rates in August. For example, Benidorm’s urban hotel sector and nearby coastal towns show bookings well ahead of the 2021 levels, while inland accommodations also exhibit strong demand. In the broader region, camping sites report robust numbers for cabins and plots, reflecting a diversified hospitality mix. Holiday apartments forecast occupancy above 86% for August, with Alicante coast areas excluding Benidorm reaching around 86%, and Benidorm itself forecast near 85% occupancy.
Road traffic on peak days remains intense. Authorities anticipate close to 6.9 million trips by road during the second special operation of the August period, continuing through the early afternoon of the following Monday, with the monthly total projected to approach 49 million trips. Traffic management involves reversible lanes, temporary correspondences, and dynamic signaling via a network of variable message panels to guide travelers through the main routes, including alternative paths and real-time travel times.
The airport records 5.7 million passengers through the end of June, placing performance only 17% below 2019 figures. In an effort to minimize disruption, sports events and other large gatherings are managed to reduce road congestion. Traffic and transport authorities promote safety-focused measures during peak days, including careful handling of heavy goods vehicles and restrictions on certain movements during busy periods. Public alerts and social media updates help inform travelers about routes and expected delays.
To monitor conditions, authorities employ a comprehensive network of traffic enforcement tools, including fixed and mobile speed cameras, road sensors, and aerial surveillance. A dedicated safety campaign runs during the peak travel week, with programs emphasized on responsible driving and the avoidance of impaired driving. Observing speed limits, keeping a safe distance, avoiding phone use while driving, wearing seat belts, and ensuring child restraints are highlighted as core safety practices.
new rules
Recent updates introduce tighter penalties for handheld phone use and noncompliance with safety restraints, with point deductions and potential enforcement actions intended to curb risky driving behaviors on multi-lane roads and overtaking maneuvers that endanger other road users. Lower alcohol limits for underage drivers are enforced strictly, and overtaking distances for cyclists and vulnerable road users are tightened to improve urban and rural safety. These measures aim to reduce accidents and reinforce responsible travel across the region.