Asturias is making strides in consolidating a tourism model that focuses on diversification, seasonality reduction, and the opening up to new markets, as evidenced by data published by the National Institute of Statistics (INE) for September. The number of visitors to the region reached 2.3 million in the first nine months of the year, reflecting a growth of 4.21% compared to the same period in 2025. Overnight stays also saw an increase, totalling 5.7 million, which is a 2.73% rise.
Both indicators set new records, marking the highest figures in the region's historical series. This growth is particularly evident in rural accommodations and the international market, two key areas for the regional government. From January to September, 289,435 individuals used these rural establishments, a 15.44% increase from the previous year. Meanwhile, stays in these accommodations reached 913,827, a 14% rise.
This positive trend coincides with the boost provided by rural tourism vouchers promoted by the regional government, a programme that was reinforced in September, with 97% of the available discounts for this year already sold.
The evolution of international tourism also supports the strategy of market diversification: nearly one in three visitors who chose the region in September came from abroad, accounting for 29.98% of the total and 26.75% of overnight stays. For the year to date, this market represents 24.73% of tourists and 21.67% of stays.
Overall data for September confirm the positive trend in the sector, with 340,741 visitors recorded in that month, reflecting a year-on-year increase of 10.93%, and 745,083 overnight stays, up 4.21%.
Economic indicators also support this growth. The average daily rate (ADR) of hotels in the region reached €87.36, a 3.72% increase compared to the previous year, while the revenue per available room (RevPAR) stood at €53.35, a 3.09% rise. Employment in the sector remained positive, with accommodations accounting for 6,438 jobs, a 2.27% increase from the same month in 2025, reinforcing the economic and labour significance of this activity in Asturias.
