Mérida has recorded its highest ever number of tourist visits during the Puente del Pilar 2026, with a total of 5,318 people attended at municipal tourist offices from 9 to 12 October. This figure represents a 15.06% increase compared to the same period in 2025, when 4,622 visitors were counted, highlighting the positive trend for the tourist destination.
Of the total visitors, 4,262 were from Spain, accounting for 80.14%, while 1,056 were international tourists, representing 19.86%. The international segment saw a remarkable growth of 66.56% compared to the previous year, in contrast to a modest 6.87% increase in national tourism.
Felipe González, the delegate for tourism, remarked that these results are “fantastic news for the city and demonstrate that Mérida continues to establish itself as a leading tourist destination, capable of attracting visitors year-round and progressively expanding its markets.” He also emphasised the importance of advancing the de-seasonalisation of tourism, which is a key objective of the municipal tourism strategy. “We want Mérida to have tourist activity throughout the year, providing visitors with reasons to come at any time, which in turn translates into opportunities for our hotels, hospitality, commerce, and the local economy,” he added.
Growth in international tourism
The analysis of the origins of national visitors shows that Andalucía, with 23.09%; the Community of Madrid, with 20.34%; and the Community of Valencia, with 17.34%, are the main source markets. Together, these three regions account for 60.77% of national visitors.
In terms of international visitors, China leads the way with 15.44%, followed by Mexico at 10.70%. The United States and Argentina each represent 8.90% of the international total. These figures underscore the necessity of maintaining a diversified promotional strategy tailored to different markets, supported by digital outreach, multilingual information, and collaboration with tourism agents.
The historical data confirms the strength of this year's results, with 5,318 visitors surpassing the figures from 2023, which recorded 5,008, and 2021, which had 4,956, marking the highest attendance from 2019 to 2026.
A vibrant cultural offering
The programming during the bridge contributed to enhancing the city's appeal with cultural, musical, artisanal, and leisure activities. Notable events included the Feria Chica, held on 9 and 10 October; the Autumn Craft Market, which took place in the Paseo de Roma from 9 to 12 October; and the II International Collectibles Fair Emérita Augusta, hosted on 10 and 11 October at IFEME. This variety of activities complements visits to the monumental complex and stimulates various urban spaces, generating opportunities for hospitality, commerce, and other sectors linked to tourism.
The municipal tourist offices primarily received inquiries related to local information, which accounted for 79.99% of requests, followed by cultural activity inquiries at 12.51%. These figures reflect the importance of providing personalised assistance to guide visitors and facilitate information about heritage, scheduled activities, and available services.
High accommodation occupancy
Data from ten surveyed accommodation establishments indicated an average occupancy rate of 90.59% during the bridge. Four reported occupancy rates of 99% or 100%, while the others ranged from 70% to 92.51%. Additionally, the municipal area for motorhomes at the fairground reached full capacity during the analysed period. Although these figures represent a sample of establishments rather than the entire accommodation offering in the city, they suggest strong demand during this time.
Mérida as a year-round destination
The outcome of the Puente del Pilar reinforces Mérida's positive evolution as a tourist destination and highlights the importance of combining the promotion of historical and archaeological heritage with a cultural and leisure programme capable of generating new reasons to visit. Felipe González concluded that “the challenge is to continue growing sustainably, attract new visitors, and ensure that more people discover Mérida outside the traditionally high tourist seasons.” The tourist attention data, along with the occupancy rates reported by surveyed establishments and the full capacity of the motorhome area, provide a positive assessment of a bridge that once again places Mérida at historic highs for visitor attention at its municipal tourist offices.
