Magic Costa Blanca is poised to take a bold leap in its business journey. Already the second largest hotel group in the province by turnover, trailing only Servigroup, it plans to expand capacity by sixty percent within two years. This growth comes alongside the ambitious Marina d’Or acquisition and the forthcoming pirate-themed resort in Terra Natura, all backed by a partnership with Strong Group. The aim is to sharpen the chain’s regional footprint and elevate its market position in Spain’s Costa Blanca, with an eye toward international guests in Canada, the United States, and beyond.
In total, eleven hotel brands will come under Magic Costa Blanca’s umbrella, adding 2,723 rooms. The company currently operates across Alicante and Valencia provinces, managing nineteen hotels with 4,353 rooms. These figures were shared by Magic Costa Blanca’s vice president, Javier García, during a presentation at the Alicante forum on Friday, hosted with the Valencian Community Innovation Club in collaboration with Sabadell and Environmental Managers of Alicante.
An event where García outlined how the chain uses social networks and collaboration tools to adapt its offerings and organize its operations to meet new trends and guest expectations.
In this context, Magic Costa Blanca closed 2022 with a turnover of 87.8 million euros, reflecting a 73% rise from the previous year, which had still faced pandemic restrictions. The plan is to reach 105 million in revenue this year, buoyed by a strong summer performance across its locations.
Looking ahead, the chain anticipates another jump in turnover starting next year. Seven entities participated in the Marina d’Or purchase: five facilities in Orpesa and two more in Vila-real. The deal is being executed as a 50/50 collaboration with Murcian Grupo Fuertes, with Magic Costa Blanca taking on management responsibilities, which translates into roughly 1,400 additional rooms for the portfolio.
The new owners intend to renovate part of the project to reposition the complex for a more international audience, aiming to reopen before the next summer season and to complete further conversion work when the low season returns.
A highly profitable model
Magic Costa Blanca’s expansion plans extend further still. The company is also moving forward with the construction of a new resort on the Terra Natura estate, joining its existing Polynesian-themed Magic Natura. The projected investment is expected to repay within four years, a pace García points to as a key driver for the two partners (the park is owned by El Pozo) to pursue similar ventures, especially given the faster returns compared with typical seven to ten year timelines for such facilities.
Magic Costa Blanca to own 50% of Marina d’Or
The pirate-themed destination at Marina d’Or will feature a large pool designed to recreate a grand galleon battle. Market studies and internal analyses underpin the plan, with work projected to begin before year-end and the opening targeted for the summer of 2025, adding more than 200 rooms to the portfolio.
Meanwhile, Magic Costa Blanca continues the transformation of the Fenicia hotel and envisions turning Benidorm’s Poniente beach into Villa España, where each guest room will reflect a Spanish town or municipality.
The management team explained the approach used to stay ahead of trends. The ongoing strategy relies on social media monitoring and partnerships through tools such as Monday and Pinterest to capture evolving tastes and consumer preferences.
The discussion also highlighted the transformation of the old Excalibur campsite into Magic Robin Hood as a clear example of how innovation drives growth in the tourism sector, multiplying turnover in a relatively short period.
More innovation to raise average revenue per guest
Regional Industry Minister Felipe Carrasco stressed at the forum the importance of investing in innovation and disruptive technologies, including artificial intelligence, to reduce the 11.5 point GDP per capita gap with the national average. Also present were Paco Gavilán, president of the Innovation Club; GNA rector Juan José Ruiz; and Sabadell’s regional manager Fernando Canós, who noted that the bank’s primary technology center is in Alicante.