The Valencian Community welcomed nearly 12 million foreign tourists in 2024, reinforcing its status as a top European travel destination. Despite a slight decline in December, the region saw a steady flow of international visitors who stayed an average of 9.7 days and spent €131 per day. The latest report from Turisme Comunitat Valenciana, based on Frontur and Egatur data from Spain’s National Institute of Statistics (INE), highlights key trends in visitor demographics, spending patterns, and travel preferences.
Who’s Visiting Valencia?
British Tourists Dominate the Market
The United Kingdom remains the largest source of international visitors, accounting for nearly 25% of all foreign tourists. British travelers have a particularly strong presence in Benidorm and Alicante, where they make up 74.1% of the demand.
French, Nordic, and German Visitors in Strong Numbers
France is the second-largest market, contributing 18.9% of total visitors. French tourists favor the province of Castelló, where they account for 60.5% of international arrivals, and Valencia, where they represent 27.7%.
The Nordic countries (Denmark, Sweden, Norway, and Finland) follow with 8.7%, while Dutch tourists account for 7.6%, and German visitors make up 6.3% of the total.
How Much Are Tourists Spending?
Daily Spending and Trip Length
On average, international visitors spent €131.4 per day in 2024, slightly higher than in 2023 (€126.8 per day). While leisure travelers stayed around 9.7 days, the length and spending varied based on the purpose of travel:
- Business travelers: €192 per day, 7-day stays
- Sports tourists: €184.2 per day, 5.8-day stays
- Cultural tourists: €134.8 per day, 8.6-day stays
Why Are Tourists Choosing Valencia?
Sun, Beach, and Relaxation
The biggest draw remains sun and beach tourism, which accounts for 54.9% of all visits. The region’s warm climate and beautiful coastline continue to attract travelers looking for a seaside escape.
Popular Activities
- Beach activities – 81.1%
- Shopping – 66.8%
- Exploring cities – 66.4%
- Gastronomy – 40.3%
- Entertainment – 39.6%
- Cultural visits – 32.8%
- Nature exploration – 27.2%
Interest in sports tourism has been rising, with 13.1% of visitors participating in sporting activities, including golf, which now accounts for 2.5% of all tourism experiences.
Where Are Tourists Staying and How Are They Arriving?
Hotels Remain the Top Choice
The majority of international visitors (38.7%) stayed in hotels, while 18.9% opted for holiday rentals, reflecting the demand for both traditional and alternative accommodations.
Airports Handle Most Arrivals
Valencia is a well-connected destination, with 76.8% of tourists arriving by air through one of the region’s three airports. Meanwhile, 21.9% of visitors arrived by road, making it a popular choice for European travelers seeking a coastal getaway.
A Year of Strong Tourism Growth
According to Marián Cano, Minister of Innovation, Industry, Trade, and Tourism, the 2024 report reflects Valencia’s enduring appeal as a travel destination. While sun and beach vacations remain the top draw, the rise in cultural, sports, and gastronomy tourism highlights the region’s ability to diversify its offerings.
With a steady increase in spending and international arrivals, the Valencian Community continues to attract visitors from across Europe, reinforcing its reputation as one of Spain’s premier travel destinations.
