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Nearly half of Costa Blanca visitors don't stay in hotels as accommodation debate intensifies
New figures highlight the growing role of second homes and family stays, even as Alicante looks to expand its international tourism reach
Nearly half of all tourists visiting the province of Alicante are staying in second homes or with friends and family, according to new data that adds fresh context to the ongoing debate over tourist accommodation on the Costa Blanca.A report presented at FITUR, the Spanish international tourism fair, by the accommodation association Aptur CV shows that around 44% of visitors in 2025 did not use hotels or regulated tourist rentals. In real terms, this meant approximately 5.13 million travellers staying with relatives or friends, while a further 2.13 million used second homes, together accounting for a significant share of the market.
The figures come at a sensitive time. Tourist accommodation has become a political and social flashpoint across the province, with housing supply under pressure and prices at historic highs. Several municipalities, including Alicante, have already moved to slow the growth of holiday apartments, arguing that the market needs tighter control.
Aptur CV, however, has long defended regulated holiday rentals as a necessary part of the tourism ecosystem. Presenting the study, its president Silvia Blasco stressed that not all accommodation types contribute equally to the local economy. “Unlike second homes or staying with acquaintances, holiday homes and apartments do generate wealth,” she said, pointing to the spending left by tourists using these options.
According to the report, tourists staying in holiday homes spend an average of 135 euros per day, totalling around 1,323 euros per trip. In 2025, 2.06 million visitors stayed in holiday homes and 1.6 million in holiday apartments, together accounting for more than 21 million overnight stays. Even so, hotels remained the single largest category, hosting nearly one in three visitors and generating more than 5.3 billion euros in tourist spending, compared to 4.036 billion euros linked to holiday homes and apartment blocks.
The study also notes that while the supply of short-stay accommodation fell by 9.7% between 2024 and 2025, demand remained strong, underlining the complexity of the current debate.
All of this sits against a backdrop of strong tourism momentum. Record visitor numbers in 2025 in both Alicante and Benidorm have reinforced the Costa Blanca’s position as a key Mediterranean destination, while towns such as Torrevieja and Orihuela have used fairs like FITUR to sharpen their profile.
Looking ahead, the focus is increasingly global. Provincial and local authorities are now actively targeting long-haul markets, including China, as part of plans to diversify and sustain tourism growth into 2026, even as the conversation around where visitors stay, and how that affects local communities, continues to evolve.
Image: Martijn Vonk/Unsplash
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