Comunidad Valenciana Records Highest-Ever Tourist Spending for January
International visitor spending reaches €764 million despite a slight drop in arrivals, signalling a shift toward higher-value tourism.
The National Statistics Institute (INE) reported on Wednesday that the Comunidad Valenciana recorded the highest tourist spending ever registered for the month of January, reaching a total of €764 million, a 3.1 percent increase year on year.
According to the latest data from the Frontur (Tourist Movements at Borders) and Egatur (Tourist Expenditure) surveys, the region welcomed 578,720 international visitors in January, representing a 3.5 percent decline compared with the same month last year. However, the total spending by international tourists rose to €764 million, marking a 3.1 percent increase.
Despite the slight drop in visitor numbers, the figures show that January 2026 became the best January on record for tourist spending in the Comunidad Valenciana.
The regional Minister for Industry, Tourism, Innovation and Commerce, Marián Cano, said the results “demonstrate the strength of the Comunidad Valenciana as a destination“, noting that although visitor numbers saw a small adjustment, the growth in spending confirms progress toward a tourism model focused on quality, profitability and greater economic impact for the region.
Cano highlighted that this is the highest level of tourist spending ever recorded in January in the Comunidad Valenciana, adding that the data indicates the region is increasingly attracting visitors with greater spending power who value the destination and its offerings.
INE data also show that average spending per tourist reached €1,320, a 6.8 percent increase compared with January of the previous year, while average daily spending rose to €131, up 5.5 percent. The average length of stay was 10.07 days, representing a 1.3 percent increase year on year.
The minister said these results reinforce the region’s strategy to reduce seasonality in tourism, encouraging continued efforts to position the Comunidad Valenciana in international markets with higher added value.
Cano also stressed that in the current global context, “it is essential to send a message of confidence and stability.” She emphasised that the Comunidad Valenciana remains a safe destination that is highly valued by visitors, and that this should be highlighted at a time when concerns exist in some markets about the international geopolitical situation.
