Marbella Isn’t Just for Beach Clubs Anymore — It’s Becoming Spain’s Adventure Tourism Epicenter

Marbella is redefining itself. Once renowned for sun-drenched luxury and beach clubs, it’s now positioning as a dual tourist magnet — blending upscale indulgence with high-impact outdoor adventure.

8/30/20251 min read

A Tourism Boom with a Sharp Upward Curve

The numbers tell a powerful story. Between January and April 2025, Marbella welcomed approximately 182,000 visitors, marking a strong 9.6% year-over-year increase. Hotel occupancy averaged 58%, while April alone hit 68.5%, the highest in a decade. Room rates rose too — the average price climbed to €162.43 (+8%) and RevPAR (revenue per available room) increased to €94.60 (+3%).

While Marbella leads in luxury — boasting Spain’s highest average daily hotel rate of €214.08 in 2024, including peaks like €331.88 in August — it’s the rise of active tourism that’s transforming its appeal.

Active Tourism: More Than an Add-On

Adventure is attracting a vibrant mix of travelers. Hiking trails, trail running, cycling routes, guided mountain tours, canyoning, and sailing regattas all now feature prominently in Marbella’s tourism calendar. Local operators and team-building agencies report steady growth in participants seeking these experiences firsthand.

This surge isn’t replacing luxury — it complements it. Marbella now offers a compelling proposition: world-class comforts alongside authentic, adrenaline-fueled experiences in the Sierra Blanca range.

A Dual Identity: Luxe Meets Adventure

Marbella’s strategy is simple yet powerful: offer the best of both worlds. Tourists can stay in five-star accommodations, then trade sunsets and spa days for elevation gains and mountain vistas. This fusion appeals to affluent visitors who crave both indulgence and immersion.

What It Means for MRH & Sponsors

For brands and sponsors, this shift is golden. Marbella is evolving into a luxury-adventure nexus, and aligning with active tourism here delivers:

Premium visibility in sunny, elite settings
Access to engaged, values-driven audiences
Opportunities to deliver brand impact across both travel and sport

Ready to take your brand from poolside to peakside?
Contact MRH to explore sponsorship opportunities that bridge trail running, active tourism, and premium exposure.

Sources:

Visitor growth, occupancy, pricing, and RevPAR data: INE / Cadena SER Cadena SER+1
Active tourism trends: industry observations and patterns (specific public sources limited)
Luxury tourism stats: average rates and peaks Cadena SER