The Minister of Industry, Tourism, Innovation and Trade, Marián Cano, has presented the data from the report Profile of the International Tourist Visiting the Comunitat Valenciana 2025. This study, prepared by Turisme Comunitat Valenciana using INE's Frontur-Egatur surveys, reveals a notable growth in the arrival of foreign visitors.
The United Kingdom remains the main source market, accounting for 24.3% of total tourists, closely followed by France with 17%. Other prominent markets include the Netherlands (8.2%), Nordic countries (8.1%), and Germany (6.5%).
“"The average daily expenditure of those who visited us last year increased compared to 2024, rising from an average of 131.4 euros per day to 140.1 euros in 2025, with an average stay of 9.2 days."
The report also highlights an increase in average daily spending, which rose from 131.4 euros in 2024 to 140.1 euros in 2025, with an average stay of 9.2 days. Tourists visiting the Comunitat Valenciana for work or business purposes spend the most, averaging 188 euros daily, followed by those engaging in sports (176 euros) and cultural tourists (150 euros).
By tourist destinations, Benidorm records the highest daily expenditure at 184.8 euros, while the city of Valencia stands at 163.3 euros. The province of Castellón stands out for the longest average stay, with 12.4 days, and a daily expenditure of 105 euros.
The main reason for travel continues to be leisure and holidays, with 43.4% oriented towards sun and beach products. However, Marián Cano emphasized that this is the first time sun and beach tourism has not accounted for more than half of all trips, with segments such as cultural and sports tourism gaining ground. This data is crucial for guiding promotion strategies and optimizing resources.
