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Tourism destinations will end 2025 with more than 12 million visitors and a total of 67.4 million room nights.
The Alliance of Sun and Beach Tourism Municipalities (AMT Sol y Playa) has closed 2025 positioning itself as a key pillar in the transformation of the sector towards a more sustainable, digital and intelligent model. The eight destinations that are part of this alliance -Adeje, Arona, Benidorm, Calvià, Lloret de Mar, Salou, San Bartolomé de Tirajana and Torremolinos- have had an excellent performance, reaching more than 12.1 million tourists and exceeding 67.4 million nights of stay.
The strategic importance of coastal municipalities
The data in this annual report highlight the significant role that these destinations play in the national context, accounting for 18.6 % of tourist overnight stays in Spain. With nearly 300,000 hotel rooms available, the average annual occupancy rate has exceeded 81 %.
A remarkable fact is that the average length of stay of tourists is 5.46 days, which represents an increase of two days compared to the national average. In response to these results, Fátima Lemes, president of the AMT Sol y Playa and mayor of Arona, has reiterated the importance of having equitable funding that reflects the effort made by these municipalities to manage the impact of tourism in the country.
Institutional achievements and international projection
During 2025, the Alliance has been very active in its work to redefine the tourism model through the Blue Tourism approach. One of the most outstanding events of the year was the Think Tank Workshop 'Challenges and future of sun and beach tourism in Spain', which was held in Madrid in collaboration with the Secretary of State for Tourism. This meeting brought together the main players in the sector, such as CEHAT, Exceltur, SEGITTUR and Turespaña, to discuss the strategic plan Turismo Litoral 2030.
At the global level, the AMT Sol y Playa has increased its presence by participating in important events such as the World Travel Market in London, the Sun&Blue Congress and meetings with the European Commission. Particularly noteworthy was the meeting held in May at the Spanish Embassy in London, where it met with British tour operators and media to consolidate the outbound market.
Promoting digital transformation and social engagement
Innovation in technology has been a key aspect of the year. Several municipalities in the alliance have secured funding to implement SEGITTUR's Smart Destination Platform (PID), with the goal of optimizing data management and promoting coexistence between residents and visitors. Fátima Lemes has stressed that digitalization is an "essential to achieve good management in consolidated destinations" and to ensure both a good quality of life for locals and an outstanding experience for tourists.
In the context of social responsibility and sustainability, the 2025 report highlights:
Towards a 2026 transformation
Looking ahead to next year, the AMT Sol y Playa is already preparing for its participation in the next edition of FITUR, where it will continue to advocate for specific recognition for tourism municipalities within the framework of the Spain Tourism 2030 Strategy. Founded in 2017, the Alliance reaffirms its commitment to address funding challenges and lead digitalization and accessibility in the sector.
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