In 2025, Valencia found itself in the spotlight due to an unexpected downturn in the tourism sector. The cause was the powerful blow of Dana—an extreme weather event that not only disrupted the city’s usual pace of life, but also influenced the decisions of thousands of travelers. For Spaniards, this was a wake-up call: even the most stable destinations can face a sudden drop in demand when nature interferes with plans.
City authorities were forced to respond urgently to the aftermath of the disaster. In the first months after Dana, embassies from several countries advised their citizens to refrain from traveling to Valencia. This led to a noticeable decrease in the number of foreign visitors, despite a large-scale advertising campaign and record investments in promoting the city. The year ended with 5,961,460 overnight stays, 1.5% less than in 2024, which is still considered the best year for tourism in the regional capital, despite the catastrophe that occurred on October 29.
Domestic and international tourism
The decline in overnight stays mainly affected foreign tourists. Their share dropped by 3.8% compared to the previous year, although there was a 13.5% increase against 2023. At the same time, domestic tourism proved resilient: nearly two million overnight stays, 3.7% more than the year before. This partly offset the losses from the decrease in international arrivals.
Foreign visitors accounted for 65% of overnight stays, while Spaniards made up 35%. Among international guests, Italy, the Netherlands, Germany, the United Kingdom, the USA, and France led the way. Notably, for the first time, American tourists surpassed the French in the number of overnight stays. The average length of stay reached 2.48 nights—a high figure for urban destinations.
Hotel market dynamics
Valencia hotels in 2025 operated at a 77% occupancy rate, below last year’s numbers. The average room price was €117.23, and RevPAR (revenue per available room) came to €90.16, matching previous years’ figures. At the same time, employment in the sector rose: more than 3,200 people found work in the hotel industry, 5.4% more than in 2024.
Most overnight stays were in hotels—nearly 5 million—while apartments posted an average occupancy rate of 47.1%, lower than in previous years. Despite this, overall accommodation demand in the city remained stable, and the market structure continues to evolve with new trends and tourist preferences.
Airport records and the cruise sector
Valencia Airport closed 2025 with a historic high: 5.9 million passengers, up 9.7% from 2024 and almost 19% higher than in 2023. This points to the city’s growing appeal for travelers, despite temporary challenges. Officials note that demand is becoming less dependent on the season, and Valencia is confidently moving toward year-round tourism.
The cruise sector also saw growth, with passenger numbers increasing by 3.2% to nearly 800,000. However, a decline is expected in the coming years due to large-scale construction work at the port. For the first time, city authorities and port management are jointly developing a strategy to manage this transitional period, aiming to minimize economic losses.
Innovation and analytics
Amid market instability, Valencia is betting on digital solutions. The new Focus system, presented by the director of the Visit València foundation, enables decision-making based on data analysis rather than intuition. The platform integrates 12 certified sources, including national and international statistical services, as well as results from more than 175,000 guest surveys. Investments in the project amounted to 400,000 euros, underscoring the serious approach to tourism management.
At the same time, other regions of Spain are also experiencing the effects of extreme weather events. For example, in Andalusia, a recent storm caused losses estimated at billions for farmers and the tourism sector, which is discussed in detail in the article on catastrophic losses after the devastating storm. These events are prompting authorities across the country to reconsider their approach to tourism development and emergency response.
In recent years, Spain has increasingly faced challenges linked to climate change and extreme weather events. Natural disasters like this one affect not only infrastructure but also the tourism appeal of certain regions. In 2023 and 2024, similar issues impacted Costa del Sol and the Balearic Islands, where floods and storms led to a temporary drop in visitor numbers. In response, local authorities are ramping up investments in early warning systems, developing new promotional strategies, and introducing digital tools to monitor demand. These measures are becoming the norm for all major tourist destinations across the country.
