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The Valencian Community welcomed 12.422 million foreign tourists in 2025, almost half a million more than the year before, according to the latest report from Turisme Comunitat Valenciana. That is great news for places like Benidorm, which topped the list for daily spending at €184.80 per visitor with an average stay of 6.5 days.

 

UK tourists made up the largest group at 24.3%, followed by France at 17%, the Netherlands at 8.2%, Nordic countries at 8.1% and Germany at 6.5%. Tourism Minister Marián Cano said the UK market has become “the main source of international tourism to the Valencian Community” once again. Overall, visitors spent more per day than in 2024, rising from €131.40 to €140.10, while staying an average of 9.2 days.

 

Sun and beach holidays remained the top reason to visit at 43.4%, but Cano noted this is “the first time that sun and beach tourism is not the main reason for more than half of the trips”. Cultural and sports tourism are gaining ground, which she called “fundamental” data for shaping future plans. She added that the figures help “guide our promotional strategies and be more effective” with resources.

 

Benidorm's high spending beat out Valencia city at €163.30 per day over 6.8 days. Alicante province visitors averaged €138.40 for 9.8 days, Valencia province €153.70 for 7.3 days, and Castellón had the longest stays at 12.4 days but lower spending of €105 per day. Business travellers spent the most at €188 daily over 7.8 days, followed by sports tourists at €176 for 6.7 days and cultural visitors at €150 for 7.6 days.

 

Beaches were the favourite activity for 82% of visitors, followed by shopping (68.4%), city visits (66.8%), entertainment (34.8%), gastronomy (33.3%), culture (31.6%) and nature (29.3%). Sports activities rose to 13.7% interest, with cultural shows at 9.8%. Most stayed in hotels (38.6%) or rented holiday homes (19.4%), arriving mainly by air (80.8%).

 

The profile is mostly men aged 25-44 (57.3%), employed with higher education. It is clear the region is attracting a diverse crowd, and places like Benidorm are reaping the benefits of that spending power.

 

 

 

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