The past year has been a real test for Valencia: the autumn downpour that hit the city and its surroundings at the end of October dealt a significant blow to the tourism sector. In the first months following the disaster, the flow of foreign visitors sharply declined, and hotels recorded drops in occupancy rates that at times exceeded 15%. The southern districts of the city, which found themselves at the epicenter of the storm, suffered the most.
However, by the end of the summer, the situation began to change. The city, traditionally among Spain’s most popular urban destinations, is gradually regaining its footing. According to national statistics, in the first seven months of 2025, the total number of overnight stays in Valencia fell by 5.2% compared to the previous year, while the coast saw a 2.2% decrease. But by July, the decline had almost come to an end: foreign tourists spent 1.8 million nights in the city, just 1.8% fewer than a year earlier. Overall, from January to July, overnight stays by foreign guests still lag 9% behind last year’s figures, but the recovery trend is clear.
On the eve of the anniversary of the devastating event, representatives of the hotel industry and city authorities are discussing whether the market can be considered fully recovered. At a meeting dedicated to World Tourism Day, the city hall and key industry players noted that Valencia has almost rebounded to pre-crisis levels. Meanwhile, a debate is intensifying in the city about the future of tourism: how to preserve jobs without sacrificing the comfort of residents and the city’s unique character?
Authorities emphasize that Valencia is not aiming for mass tourism at any cost. The city is focusing on attracting ‘quality’ visitors who respect locals and provide tangible benefits to the economy. To this end, restrictions are being introduced on short-term rentals, illegal activities are being more strictly monitored, and a balance between tourist and residential properties is being maintained. At the same time, discussions about introducing a tourist tax, as in Barcelona, have been postponed for now—the city council does not want to clash with the regional government and major hoteliers.
Meanwhile, Valencia is seeking allies among other major Spanish cities to jointly promote urban interests at the national and international levels. The city administration insists: Valencia is not just a beach resort, but an independent cultural and economic center where the interests of residents must remain a priority. However, the opposition accuses the city council of double standards: on one hand, the authorities claim to care about citizens, but on the other—they avoid making unpopular yet necessary decisions, such as introducing a tourist tax.
For now, Valencia continues to restore tourist flows and seek a balance between economic growth and preserving the urban environment. Ahead lie new challenges and, possibly, changes in approaches to tourism development.
