Santander has been recognised as one of the highest-rated cities in Spain, achieving a satisfaction index of 95 out of 100, according to a recent tourism report. This places the city firmly on the map as a consolidated urban-coastal destination, with demand increasingly spread throughout the year and diversifying.
In 2025, Santander welcomed 757,916 overnight tourists, marking a 1% increase compared to the previous year. A significant highlight of this period was the behaviour of international tourism, which saw a 15% growth, offsetting a slight decline in domestic tourism, which fell by 3%.
During the summer season of 2026, the hotel sector in Santander recorded occupancy rates of 80% in July and 85% in August. However, there were slight decreases in both the number of travellers and overnight stays, a trend observed throughout the year. Average revenue per available room also increased, positioning Santander as the seventh urban destination with the highest growth in hotel profitability, rising by 12.6%. Despite this, there was a slight contraction in domestic demand, down by 5.9%, while international demand grew by 2.7%.
Among the countries with the most visitors, Austria led with 25%, driven by improved air connectivity, followed by France (15%), the United Kingdom (12%), Germany (7%), the Netherlands (5%), Italy (5%), the United States (4%), and Ireland (3%). In terms of domestic destinations, the Community of Madrid topped the list with 35%, followed by Vizcaya (11%), Asturias (7%), Burgos (6%), Valladolid (6%), Palencia (5%), and Barcelona (3.3%).
Despite high hotel occupancy rates and increased accommodation prices, a trend towards moderation in growth has emerged, particularly influenced by domestic tourism. However, there is a notable rise in interest from international markets, which tend to spend more than the average, directly impacting local accommodation, dining, and commerce. This trend confirms the positive effects of tourism diversification in the city.
