The summer season of 2025 marked a remarkable financial upswing for Spain’s hotel sector. During the third quarter—which covers the peak holiday months—the average daily rate (ADR) saw a strong 9% increase compared to the same period last year. This rise reflects not only growing demand, but also significant improvements in the country’s tourism offering.
Even more notable was the growth in revenue per available room (RevPAR), which jumped by an impressive 13.6%. These figures point to the sector’s high operational efficiency and hoteliers’ ability to maximize profits amid surging traveler interest. Success was evident across the board, affecting city destinations and traditional resorts alike, confirming a comprehensive and sustained recovery for the entire industry.
Two success models: the coast and the capital
Spain’s coastal regions have once again upheld their status as a tourist magnet. Average occupancy rates here reached 77.8%. This strong result was driven by a steady flow of foreign guests—who continue to favor Spanish beaches for their summer holidays—and by the active travel of Spaniards themselves within the country. The recovery of the beach tourism segment can now be considered complete.
At the same time, Madrid held its ground, with occupancy rates reaching 75.4%. The capital reaffirmed its status as a multifaceted tourist destination. Its success was driven by a surge in business tourism, the return of major international events and exhibitions, as well as consistently high interest from domestic travelers. This demonstrates that the city’s economy and cultural scene generate strong tourism flows, independent of seasonal factors.
New horizons and future challenges
Given such positive results, the industry now faces a new strategic challenge—not just maintaining these achievements, but also ensuring sustainable long-term growth. According to industry analysts, the main priority for the coming years will be a comprehensive modernization of the tourism offering. It should be tailored to the changing demands of today’s travelers, who are increasingly seeking unique experiences, eco-friendly options, and a high degree of digitalization in services.
At the same time, investment in supporting infrastructure and service quality needs to be ramped up. This will not only help accommodate the growing influx of visitors but also reinforce Spain’s position as a global leader in tourism. A comprehensive approach will make it possible to build a competitive and resilient model, delivering substantial economic and social benefits for the country well into the future.
