Murcia tourism has plenty to celebrate after a strong summer

The Region of Murcia saw a strong increase in tourism from other parts of Spain this summer, but the latest figures show why higher visitor numbers don't always mean higher profits

Murcia's tourism sector had a pretty good summer, with more visitors and higher sales across the Region. The latest data from Exceltur, Spain's tourism industry association, shows that it's not all good news, with tourism businesses expecting a small drop in sales during the final three months of 2026.

Between July and September, tourism sales in Murcia increased by 4.6%, while revenue per available hotel room rose by 5.3%. That puts the Region ahead of Andalucía and the Canary Islands for summer sales, although other popular coastal destinations recorded stronger growth. Cataluña saw sales increase by 6.6%, followed by the Valencian Community at 4.9% and the Balearic Islands at 4.8%.

The Costa Cálida also remains one of Spain's cheaper coastal destinations for hotel stays. In August, hotels in the area earned an average of €80.40 per available room. That's considerably lower than nearby destinations such as the Costa Blanca, where the figure was €125.50, and the Costa de Almería at €116.60. The difference is even bigger when compared with Ibiza and Formentera, where the average reached €225.10.

More Spanish holidaymakers are choosing Murcia

Domestic tourism has been particularly strong this year. More than 1.06 million trips to the Region were made by people living elsewhere in Spain during the second quarter of 2026. That's an 11.7% increase compared with the same period last year. The number rises to more than 1.13 million when trips where Murcia was one of several stops are included. Visitors from other parts of Spain accounted for 61.3% of all these trips, with 654,297 journeys recorded. That's a rise of 20.6% in a year.

People living in Murcia made another 413,307 trips within the Region, a figure that was almost unchanged from 2025.

Domestic visitors who stayed overnight generated 2.83 million nights in Murcia during the quarter. They spent an average of €76.10 per day, while the average trip lasted 2.65 days. There were also more than 1.1 million day trips to the Region by people aged 15 and over, with average spending of €45.10.

Rising costs are taking a bite out of tourism profits

The stronger sales figures don't necessarily mean tourism businesses are making more money. Exceltur says rising operating costs are putting pressure on profitability. Energy costs increased by 6.9%, while supplies rose by 6.2% and labour costs were close to 5% higher.

Businesses are also less confident about the final part of the year. Tourism sales in Murcia are forecast to fall by 0.1% during the fourth quarter. So, while the summer has given the Region plenty of positive tourism figures, businesses are going into the final months of 2026 with a little more caution.

Read also:Residency Holders Can Save €250 With New Region Of Murcia Travel Voucher

Image: CARM