Marbella’s hotel revenue per room reached an all-time high of 267.19 euros in May 2026, a 14% increase year-on-year. The municipality also saw a 73% jump in hotel employment, with 5,915 workers, according to official data.
The Costa del Sol resort city of Marbella has set new benchmarks in tourism performance, with the average daily rate (ADR) exceeding 267 euros for the first time, according to data released Tuesday by the National Statistics Institute. The figures, corresponding to May 2026, show a 14% rise compared to the same month last year, when the ADR stood at 234.95 euros.
Revenue per available room (RevPAR) also climbed to 207.12 euros, up from 178.20 euros in May 2025, marking a 16% increase. Local officials attribute the growth to Marbella's strategy of attracting high-spending tourists and strengthening its brand as a premium destination.
“The excellent quality of our offering and the international positioning of the Marbella brand have allowed us to achieve unprecedented profitability,” said Laura de Arce, the city’s Director General of Tourism. She highlighted that the demand from affluent visitors remains on an upward trend, both in terms of the number of travelers and the length of their stays.
In May, the city welcomed 91,422 travelers, a 20% increase from the 75,941 recorded in May 2025. International visitors accounted for the bulk of the growth, with 72,822 arrivals — a clear preference for spring getaways in Marbella. Overnight stays totaled 291,576, up from 263,032 the previous year, confirming that tourists are choosing to extend their vacations.
Hotel occupancy averaged 76.45%, similar to May 2025 levels, indicating sustained demand during the shoulder season. The positive impact extended to the local labor market. Employment in hotel establishments surged to 5,915 workers, compared to 3,428 in May 2025, a 73% jump. De Arce noted that this growth reflects the creation of stable, specialized jobs in luxury hospitality.
“The data demonstrate the strength of Marbella’s business fabric in a competitive labor market, breaking seasonality and ensuring a strong start to the summer season with maximum guarantees,” she added.
The figures reinforce Marbella’s position as a leading Mediterranean destination. Earlier this year, the city launched a campaign to promote its off-season appeal, which appears to be paying off. Local hotels are reporting advanced bookings for June and July, with expectations of continuing the upward trend.
With summer approaching, the tourism sector anticipates that the momentum will carry through the peak months. The city’s focus on quality over quantity, combined with investments in infrastructure and services, is set to keep Marbella at the forefront of Spain’s luxury travel market.
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