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Average room revenue across hotels on the Costa Cálida has fallen by more than 7% in the first four months of the year, with both Murcia city and Cartagena also showing declines. This comes despite an overall increase in visitor numbers, including international arrivals.
The findings are included in the latest profitability barometer from Exceltur (the Alliance for Tourism Excellence). The data shows that average revenue per available room (RevPAR) on the Costa Cálida fell by 7.2%, bringing it down to just €35.60. That places the region as the second-worst-performing coastal destination in Spain, behind only the Costa de la Luz in Huelva.
At the same time, other Mediterranean destinations saw a very different picture. Strong growth was recorded in places such as the Costa Dorada in Tarragona (+20.2%), the Costa de Valencia (+14.6%) and the Costa Azahar in Castellón (+12.4%). Even traditionally strong areas like the Costa del Sol (+11.1%) and Costa Blanca (+3.4%) continued to grow.
The differences, according to the report, come down largely to pricing power. The average daily rate (ADR) for hotels on the Murcian coast stood at €70.80 between January and April. In comparison, the Costa de Alicante reached €86.60, while other destinations in Spain's top tier are significantly higher, including Tenerife (€170.60) and Barcelona (€169.30).
For local industry leaders, the figures are not entirely surprising. They say the Region has been stuck at the lower end of Spain's hotel pricing scale for years. While there was some improvement last year, they stress that the focus now needs to be on gradually pushing prices upwards where possible. They also warn that very low rates can sometimes work against the region, as unusually cheap four-star hotels do not always inspire confidence in certain markets.
The report also highlights weaker performance in key towns and cities and holiday destinations within the Region. Cartagena, including La Manga, recorded one of the lowest RevPAR figures at €39, a drop of 8.5% year-on-year. Murcia city also saw a decline, with average revenue per room falling 4.7% to €41.90, slightly below Albacete.
Across Spain, other destinations performed more strongly overall, with a growth of 5.9%.
The start of the year has been marked by uncertainty, including geopolitical tensions and shifting travel confidence. The rising cost of living is continuing to squeeze household budgets, leaving less money for leisure and travel. Even so, demand for holidays remains solid, although average spending per trip has started to drop.
The Regional Ministry of Tourism said the only downturn recorded in Murcia city came in March, the figures look weaker simply because March last year was unusually strong due to the number of major events in the city.
They added that overall tourism indicators for the first four months of 2026 remain positive, with activity at record levels and continued growth across key measures.
Images: Archive
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