Benidorm
During the early 2024 period, occupancy in Benidorm showed strength despite a quieter overall season. Overall hotel occupancy remained solid, with more than half of beds occupied. Hosbec noted that the year had started on a positive note, with better data than the same start in 2023 and recognized Benidorm as a leading provider of robust occupancy figures for the region.
In the first two weeks of January, Benidorm and its nearby destinations reported occupancy of 65% and 66% respectively. Benidorm stood out because it maintained high activity among hotel staff, sustaining about 77.7% of its workforce, which translates to more than 29,000 positions filled in January.
One of Hosbec’s main goals for 2024 is to counteract seasonality by diversifying offerings during the low season and highlighting events of tourist interest. This approach aims to spread demand more evenly and reduce fluctuations across the year.
The year also marks a continued expansion of international tourism and a strong presence from non-domestic markets, even within Castellón where national tourism continues to hold a significant share. Hosbec predicts that this international growth will sustain through the Valencian Community’s tourist season.
Benidorm’s mid-January overview from Hosbec shows an average occupancy of 64.9% for the first 15 days. This figure is slightly below the last two weeks of December by 4.9 percentage points, a period notable for year-end celebrations and high levels of activity. Looking ahead to the 2023 comparison, the January figure remains about 1.6 percentage points behind that year, underscoring a relatively stable trajectory with records within reach.
The international market share is rising, comprising 58.6% of total bookings against 41.4% domestic. British visitors led the demand with 42.9%, surpassing the national market. Dutch, Belgian, and Irish visitors followed in the lower ranks, with Dutch at 5.9%, Belgian at 4.6%, and Irish at 1.7%. Other markets contribute less than 1% each.
For the latter half of January, bookings stood at 62.5%, with expectations to rise further due to events such as the Cyclocross World Cup celebrations, which typically attract additional visitors and drive off-peak demand.
White Coast
The White Coast, excluding Benidorm, achieved a record occupancy rate of 58.7% in the first half of January. This marked a meaningful increase relative to 2023, which recorded 51.3%, representing a 7.4-point rise and a clearer sign of improving demand in the broader area.
The national tourism share slipped slightly to 48.8%, while foreign visitors continued to account for the majority of activity. The British market led with 12.3% of total occupancy, followed by Belgians at 9% and the Dutch at 5%. Other markets such as French, Norwegian, and German each held under 4% shares.
Forecasts for the final two weeks of January anticipated a further rise in room bookings, with expectations of continued growth driven by last-minute reservations and ongoing demand.
When looking at destination-level performance, Calp and L’Alfàs del Pi showed solid openings with occupancy of 66% and 54.4% respectively, and projections for late January remained above 50% in both locations.
Valencia
From January 1 to 15, Valencia reported an occupancy rate of 58.8%, preserving the momentum from the close of December. This level, while within a period often considered part of the low season, still reflects a positive trend with a 5.2-point increase versus the same span in 2023, when occupancy reached 53.6%.
In Valencia, the mix of nationalities was again diverse. International guests represented 57.3% of hotel stays, while domestic guests accounted for 42.7%. The Italian market led among international nations with 8%, followed by the French at 6%, Germans at 5.2%, Americans at 4.9%, British at 4.8%, and Dutch at 4.8%. Other markets such as Belgians, Chinese, and Irish remained under 3.5% each.
Destinations like Gandía, influenced by seasonality and a more balanced hotel mix, contributed to Valencia’s overall performance. The provincial capital reached a 55.9% occupancy rate in the first half of January, mirroring broader trend lines across the region.
In the coming two weeks, confirmed reservations in the province stood at 48.7%, a figure that suggests further improvements versus 2023 when the same period recorded 42.3% bookings.
Kalelon
Kalelon finished the first half of January with an average occupancy of 44.8%. This compared favorably with 2023 figures and even showed improvement versus the last two weeks of December, which hovered around 40%.
January showed a curious shift, with the national market share dipping to 57.1%. This created space for more diverse international markets to appear. Among these, the United Kingdom led with 5.6%, followed by Germany at 4.5%. Markets such as Sweden, Italy, and the Netherlands occupied smaller shares, ranging roughly between 3% and 1%.
Hotel sales in Castellón Province were expected to strengthen in the second half of January, with reserves projected to exceed 42.5% in line with the first half of the month.