More than 12,422,000 international tourists visited the Valencian Community in 2025, nearly half a million more than in 2024, according to new figures released by regional tourism minister Marián Cano. The data, based on Frontur-Egatur surveys from Spain’s National Statistics Institute, show the UK remained the largest source market, accounting for 24.3% of visitors, followed by France on 17% and the Netherlands on 8.2%.

Average daily spending rose from 131.4 euros in 2024 to 140.1 euros in 2025, with an average stay of 9.2 days. Business travellers spent the most at 188 euros per day, followed by sports tourists at 176 euros and cultural visitors at 150 euros. Benidorm recorded the highest daily spend at 184.8 euros, while Castellón saw the longest average stays at 12.4 days.

Leisure remained the main reason for travel, with 43.4% of trips focused on sun and beach holidays. However, this is the first time the segment has accounted for less than half of visits, as cultural and sporting tourism continues to grow. Beach use was the most popular activity at 82%, followed by shopping and city visits.

Most international visitors stayed in hotels and arrived by air. The majority were men aged between 25 and 44, with higher education qualifications and in employment.