Rural accommodations in Alicante promised quiet happiness during the last two summers, drawing travelers who sought distance from crowded beaches and a calmer interior landscape. As restrictions ended, the sector confronted a harsher reality: coastal destinations drew a larger share of visitors, and occupancy fell by about 60% this August. Staffing shortages also reduced capacity, with several properties unable to fill rooms despite growing demand, signaling a probable drop in revenue by around 3 million euros.
Historically, rural tourism in Alicante has peaked during Christmas, Easter, and other public holidays. Yet the onset of the pandemic reshaped traveler behavior, steering demand toward inland, tranquil havens while vacancy rates fell in city and coast-focused locales. In the two summers since, inland properties reported dramatic increases in activity, sometimes reaching full occupancy as guests prioritized spaces with safety, space, and nature. This dramatic shift explains why many interior venues saw a surge in bookings even as coastal areas outpaced them this season.
The easing of health restrictions further exposed a split in the market: visitors again prioritized beaches, leaving rural spots with softer demand. The Alicante Domestic Tourism association, represented by Indira Amaya, notes that weekday occupancy often remains modest, with weekend revivals providing the majority of bookings. She observes that travelers returned to the coasts this year, sometimes overlooking inland options despite attractive offerings in facilities, natural environments, activities, and gastronomy. These dynamics underscore the ongoing balance between different travel preferences and the need for inland operators to differentiate themselves.
Another major challenge is the labor shortage that has constrained capacity. As employers describe it, a large portion of potential workers sought employment in other sectors during and after lockdowns and did not return. The result is a slower pace of room turnover and the inability to capitalize on available demand, even when properties can meet guest expectations with adequate staffing.
In Font Roja, Hotel La Escondida in Penàguila, a modest establishment with 13 rooms, is managing to meet guest requests despite broader industry pressures. In Castell de Guadalest, Hotel Cases Noves continues to receive reservations, often at the last minute, and remains well-positioned due to its proximity to both town and regional attractions. The surrounding natural and cultural environment remains a draw that sustains occupancy to a healthy level when staffing aligns with demand. Meanwhile, Font Roja Nature Park’s Hotel Bons Aires reports a notable downturn, with July occupancy around 40% and August around 65%, a marked drop from recent summers when occupancy ranged from 70% to 80%. These figures reflect ongoing volatility in a market still recalibrating after the disruptions of recent years.
Overall, the corridor between inland and coastal tourism in Alicante continues to evolve as travelers refine their preferences. Inland destinations benefit from perceived safety, space, and authentic experiences, while coastal areas maintain broad appeal for day trips and structured getaways. Operators across the province are increasingly focusing on flexible staffing, targeted marketing, and enhanced local experiences to bridge the gap between demand and supply in a post-pandemic landscape. The industry remains hopeful that improved workforce recruitment and innovative offerings will restore occupancy and revenue levels while preserving the distinctive charm of Alicante’s interior regions.