1. Overall Growth and Visitor Numbers
Record-Breaking Tourism in Andalucía
According to official figures, Andalucía welcomed 12.2 million international tourists in 2023, surpassing pre-pandemic levels. Expectations are high for 2024 with ~13.6 million, followed by 5.4 million tourists in the first five months of 2025, marking a 9.6% year-on-year increase. Source: Junta de Andalucía & INE via “Andalusia sets new record for foreign tourism in 2024”: ppandalucia.es
Marbella’s Rising Popularity
Marbella recorded 182,000 visitors between January and April 2025, alongside a 10% increase in hotel employment and a 3% boost in profitability, with a 58.02% average occupancy in that timeframe. Source: INE data via realmarbella.net
2. Hotel Performance & Occupancy Rates
Steady Occupancy in Early 2025
Marbella hotels maintained a 58.02% occupancy rate from January to April 2025. Source: Cadednaser (INE data)
Highest ADR in Spain
In 2024, Marbella led Spain with the highest average daily rate at €303.40/night, far surpassing Barcelona (€187.80) and Madrid (€170.80). Analysis by Cushman & Wakefield via Sur in English
Peak Season Success
During April–October 2024, Marbella saw occupancy rates nearing 80%. Sur in English report: same URL as above.
3. Economic Impact & Investment
Growth in Employment & Profits
From January to April 2025, the region saw a 10% increase in hotel employment and 3% profitability uplift compared to the same period in 2024. Source: Marbella.es (INE data)
Costa del Sol’s Massive €21 Billion Revenue
In 2024, tourism on the Costa del Sol generated €21.22 billion, a 10.9% rise year-on-year, with hotel profits up 6% and 137,408 tourism jobs created. Source: Reddit
4. Tourist Demographics & Behavior
🇬🇧🇩🇪🇫🇷 Top-Visitor Countries
The UK, Germany, and France are Marbella’s leading tourist markets. In Spain overall, British tourists numbered 18.4 million in 2024, with UK visitor numbers up 6.6%. Source: La Moncloa (INE)
International vs Domestic Stays
Foreign tourists stay a bit longer in Marbella (average 3.82 days) than Spanish tourists (2.65 days) in 2024. Source via Sur in English
Airbnb Stays
Average Airbnb stay length in Marbella was 5.9 days (Oct 2023–Sep 2024). Source: Airbtics (no direct URL)
Leisure Travelers Dominate
Leisure travel now accounts for 84% of tourist spending in Spain (as of May 2025), reflecting Marbella’s visitor base. Source: Luxe Villa & INE
5. Future Outlook
Sustained Growth Projected
Industry forecasts suggest 3–4% tourism turnover growth in 2025, slightly slower than 2024 but still strong. Source: Travel and Tour World (no URL provided)
Continued Infrastructure Investment
Ongoing improvements in hotel refurbishments, transport, and luxury developments are enhancing Marbella’s appeal and competitiveness.
Final Thoughts: Marbella’s Moment Is Now
The data is loud and clear—Marbella is thriving. From rising visitor numbers and top-tier hotel performance to strong profitability and key investments, everything points to a destination in full bloom.
Marbella isn’t just back—it’s better than ever. Luxury Hotels in Marbella