For years, foreign tourism in the province of Alicante followed a familiar pattern. Planes landed, tourists collected their bags, then boarded buses straight to Benidorm, Dénia, Torrevieja, or the many golf resorts nearby.
The city of Alicante was mostly a stop along the way, especially outside the summer season.
That picture has now changed. Since the end of Covid restrictions, Alicante city has become fashionable. Foreign visitors are arriving in growing numbers, and the trend has surprised many local residents.
Spanish domestic tourism remains flat. However, this has been more than balanced by international visitors, mainly from Europe. According to data from the Instituto Nacional de Estadística (INE), hotels in Alicante city welcomed 41,466 foreign guests last November. That is 20 percent more than the same month last year. It is also 57.5 percent higher than November 2022.
The Alicante tourist
This rise in visitors has pushed hotel stays sharply upwards. In November 2022, foreign guests recorded 70,887 overnight stays. This increased by 9,000 in 2023, by more than 6,000 in 2024, and by over 27,000 this year. The total for November now stands at 112,893 overnight stays. This is during what is normally considered the low season.
Hotel prices have risen too. The current average nightly rate in Alicante city hotels is €100.16. That is an increase of more than 15 percent compared to last year. Revenue per available room now sits at €68.16, up by over 14 percent year on year.
Even so, Alicante remains cheaper than many rival cities. Valencia averages €87.89 per room in revenue, Málaga €98.28, Barcelona €125.24, and Madrid €141.13. Alicante is still the budget friendly option, which helps attract visitors but limits hotel profits.
Based on November figures, the average nightly rate in Alicante is €13 lower than Valencia, €18 lower than Palma de Mallorca, €23 lower than Málaga, and €25 lower than Sevilla. Compared with Barcelona, it is €55 cheaper. Madrid is €77 more expensive.
Benidorm continues to shine
Some cities remain cheaper. Córdoba and Granada both recorded average rates below €90 in November. Benidorm also continues to stand out. Despite being one of Spain’s most visited destinations, it keeps prices reasonable. The average hotel rate there was €85.92, while still offering good quality accommodation.
Other winter favourites cost much more. The Costa del Sol averaged €104 per night. The Balearic Islands reached €110. The Canary Islands topped the list at around €150.
For British expats and winter visitors, Alicante city is now firmly on the map. It offers culture, food, sunshine, and prices that still make sense. Benidorm may still wear the crown for scale, but Alicante has clearly claimed its own throne.
