Rural tourism faced a tough stretch during the pandemic, with restrictions pinching travelers and operators alike. When conditions allowed, visitors sought quiet corners far from crowds to enjoy a vacation in nature. Now, as life returns to normal, the sector is testing a new reliability. Even in the first major post restrictions season, rural stays are proving their appeal and loyalty with a wave of bookings that places them on solid footing for the holy month. Revenue projections are strong, approaching two million euros for the period. Coastal areas remain competitive, but rural destinations are showing resilience as travelers rediscover the value of wide open spaces.
Over the past two years, the tourism industry endured extensive disruption from mandatory closures and stringent rules imposed by national and regional authorities to curb infections. Against this backdrop, rural accommodations weathered the storm more effectively. Ramón Reche, vice-president of the Alicante Domestic Tourism Association, notes that when work was feasible, demand shifted toward easiergoing, less crowded settings where nature could be enjoyed. The message from the market was clear: travelers wanted escape, space, and a slower pace.
With restrictions lifted and coastal destinations moving toward full capacity, the question was whether rural tourism could sustain high levels of activity. The answer arrived during Easter, when rural establishments solidified their client base and moved toward full occupancy again. Reche confirms that many homes are near capacity and hotels are catching up to that level, signaling a robust rebound.
Consider the case of Cases Noves, a hotel in Vall de Guadalest, where the owner reports consistent full bookings for an extended period. The travel voucher program supported by the regional government also contributed, helping filling any gaps caused by cancellations. The majority of guests are national travelers, but there is also a notable share of international visitors who help keep the season lively.
Similar momentum is seen at L’Alqueria del Pilar in Banyeres, where the manager highlights that the epidemic era was challenging for everyone, yet activity remained steady. As restrictions ended, groups could meet again, and the sector is now back to normal with solid performance across the board.
Rural tourism in the province reaches strong summer levels amid coastal competition
In practice, late planners still have a chance to secure a room. A spokesperson for Hotel La Escondida in Penàguila notes that there are still vacancies, as some travelers seize the opportunity to head to the beach after recent bad weather. The overall picture shows rural operations thriving while inland city hotels face different dynamics, with many travelers choosing the coast or countryside when rural options are full. In these moments, if rural accommodations cannot be found, visitors often turn to urban centers instead.
Beyond market demand, the sector has also weighed in on policy proposals. The tourism tax proposed by the Generalitat has drawn opposition from both coastal and rural operators. The Alicante Domestic Tourism Association argues that implementing a tax during a period still recovering from the pandemic would dampen activity and drive customers away. The industry hopes the Consell will revisit the plan in light of ongoing economic pressures across the region.
Overall, the sentiment across rural tourism circles is cautious but hopeful. The industry remains focused on delivering value to travelers seeking authentic, space-rich getaways while advocating for policies that support sustainable growth in the months ahead.