{"id":19045,"date":"2025-02-03T09:56:13","date_gmt":"2025-02-03T09:56:13","guid":{"rendered":"https:\/\/mabrian.com\/?p=19045"},"modified":"2026-06-30T11:54:42","modified_gmt":"2026-06-30T11:54:42","slug":"evolucion-del-turismo-en-la-costa-espanola-conectividad-mercados-y-tendencias-para-el-primer-semestre-de-2025","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/evolucion-del-turismo-en-la-costa-espanola-conectividad-mercados-y-tendencias-para-el-primer-semestre-de-2025\/","title":{"rendered":"Evoluci\u00f3n del turismo en la costa espa\u00f1ola: conectividad, mercados y tendencias para el primer semestre de 2025"},"content":{"rendered":"\n<h5 class=\"wp-block-heading\"><strong>La inteligencia de datos indica que los principales destinos de costa espa\u00f1oles tendr\u00e1n un primer semestre prometedor, en el que la conectividad a\u00e9rea, las tarifas hoteleras y las oportunidades de nuevos mercados de demanda y segmentos pueden contribuir no solo a aumentar las visitas, sino tambi\u00e9n a reducir la dependencia estacional.<\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Durante el primer semestre de 2025, los destinos de costa espa\u00f1oles experimentar\u00e1n un crecimiento significativo de las plazas a\u00e9reas, en particular con l\u00edneas a\u00e9reas tradicionales, reforzando la conectividad de media y larga distancia, en paralelo a una estrategia de diversificaci\u00f3n de mercados de origen que permita luchar contra la estacionalidad, que sigue siendo un desaf\u00edo. Adem\u00e1s, los destinos del litoral espa\u00f1ol tambi\u00e9n tendr\u00e1n la oportunidad de sacar partido del auge de la demanda tur\u00edstica en los segmentos wellness y familiar, y la tendencia al alza de las tarifas hoteleras en las gamas medias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este es el pron\u00f3stico de Mabrian, que repasa las tendencias que marcar\u00e1n la primera mitad del 2025 para cinco destinos de costa espa\u00f1oles: Canarias, Baleares, Costa del Sol, Costa Blanca y Costa Brava.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estas son las principales conclusiones obtenidas a trav\u00e9s del an\u00e1lisis cruzado de capacidad a\u00e9rea programada, demanda hotelera, impulsores de demanda y perfiles de viajeros, comparado el primer semestre de 2025 con el mismo per\u00edodo de 2024:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Crece la capacidad a\u00e9rea, reforzando la conectividad en media distancia<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los cinco destinos analizados <strong>incrementan su conectividad a\u00e9rea en los pr\u00f3ximos seis meses, un crecimiento impulsado por las plazas en l\u00edneas a\u00e9reas tradicionales<\/strong>, de un +7,7% (14,82M de plazas) en Canarias, +2,3% (11,39M de plazas) en Baleares, +9,3% (7,03M de plazas) en Costa del Sol, +10,7% (5,15M de plazas) en Costa Blanca, y de un +19,7% en <strong>Costa Brava, \u00fanica regi\u00f3n de costa analizada en que la mayor disponibilidad de plazas a\u00e9reas proviene de aerol\u00edneas de bajo coste (+10% en low-cost).<\/strong><\/li>\n\n\n\n<li>Por otra parte, aumenta de forma destacada la conectividad en larga distancia a Costa del Sol (+27,6%) y a Baleares (+37,5%), archipi\u00e9lago que tambi\u00e9n refuerza sus rutas en media distancia, con incrementos desde +3,5%, junto al resto de destinos: +8,9% en Canarias, +10,4% de Costa del Sol y +11,7% de Costa Blanca.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>La capacidad a\u00e9rea perfila dos escenarios que reflejan la dependencia de or\u00edgenes<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La programaci\u00f3n de vuelos y plazas a\u00e9reas muestra que, por un lado, <strong>las islas (Canarias y Baleares) tienen mayor dependencia (de hasta el 75%) de sus tres principales mercados<\/strong> (Espa\u00f1a, Reino Unido y Alemania); mientras que <strong>los tres principales emisores de las costas peninsulares (Costa Blanca, Costa del Sol, Costa Brava) son m\u00e1s diversos y representan en torno al 50% de la demanda.&nbsp;<\/strong><\/li>\n\n\n\n<li>Estos mismos datos permiten prever <strong>los mercados emergentes: para las costas peninsulares destacan B\u00e9lgica, y especialmente Italia<\/strong> que incrementa su capacidad a\u00e9rea un +12,3% interanual en Costa Blanca, un +11,3% en Costa del Sol, y un +41,5% hacia Costa Brava. Polonia y Francia crecen en Costa Blanca, Irlanda incrementa su conectividad con Costa del Sol, y Costa Brava lo hace con Pa\u00edses Bajos.<\/li>\n\n\n\n<li>La demanda desde Francia, Suiza, Pa\u00edses Bajos y B\u00e9lgica a Baleares muestra una tendencia al alza, de una media del +10%; mientras que en Canarias aumenta la conectividad desde Espa\u00f1a (+3%), Reino Unido (+9,8%) y Alemania (+14%).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>La estacionalidad sigue siendo un desaf\u00edo para la costa espa\u00f1ola, salvo en Canarias<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Como apunta el \u00cdndice de Actividad en Verano de Mabrian, <strong>los destinos de costa m\u00e1s estacionales son Baleares, con una concentraci\u00f3n del 70,3% de la actividad tur\u00edstica en los meses estivales (de mayo a septiembre, ambos incluidos), y Costa Brava, con un 70,7%.&nbsp;<\/strong><\/li>\n\n\n\n<li>Costa Blanca (57,8%) y Costa del Sol (54,8%) est\u00e1n consiguiendo repartir mejor la actividad tur\u00edstica a lo largo de todo el a\u00f1o, y Canarias, con un \u00edndice de 40,4%, es la que cuenta con una demanda menos estacionalizada.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva2.jpeg\" alt=\"\" class=\"wp-image-19046\" srcset=\"https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva2.jpeg 1200w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva2-300x169.jpeg 300w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva2-1024x576.jpeg 1024w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva2-768x432.jpeg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\"><strong>Crece la demanda del turismo familiar y de bienestar en la costa espa\u00f1ola<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El buen tiempo es y seguir\u00e1 siendo un potente motivo para viajar a la costa espa\u00f1ola, aunque <strong>la demanda se est\u00e1 transformando<\/strong>, lo que se traduce en oportunidades para los destinos.&nbsp;<\/li>\n\n\n\n<li>Por un lado, <strong>la demanda de turismo cultural aumenta en destinos tradicionales de sol y playa<\/strong>, especialmente en Costa del Sol, Canarias y Costa Brava.<\/li>\n\n\n\n<li><strong>Las motivaciones vinculadas al bienestar y a experiencias wellness crecen de forma destacada en Costa del Sol y Costa Blanca<\/strong>, y <strong>el turismo familiar gana peso entre los viajeros que visitan Baleares, Costa Brava, Costa Blanca y Canarias.&nbsp;&nbsp;<\/strong><\/li>\n\n\n\n<li>Tambi\u00e9n es muy relevante el fuerte crecimiento del turismo activo en Costa Brava, primer impulsor de demanda en este destino, y equivalente ya a casi un tercio de su demanda.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Los hoteles son el tipo de alojamiento preferido de los viajeros, pero crece la demanda de alquileres vacacionales<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Los mercados de Francia, Italia, Polonia y, en menor medida, Pa\u00edses Bajos est\u00e1n mostrando un crecimiento en la capacidad a\u00e9rea, aunque la costa espa\u00f1ola muestra una dependencia com\u00fan de los mercados tradicionales europeos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En la mayor\u00eda de los destinos analizados en la costa espa\u00f1ola, <strong>los viajeros prefieren alojarse en hoteles, aunque hay una creciente preferencia por los apartamentos y alquileres tur\u00edsticos.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La duraci\u00f3n media de la estancia var\u00eda seg\u00fan el mercado de origen. Los viajeros brit\u00e1nicos y alemanes tienden a quedarse m\u00e1s tiempo (en torno a 4-5 d\u00edas de media), mientras que los viajeros espa\u00f1oles tienen estancias m\u00e1s cortas (alrededor de 2-3 d\u00edas). Las estancias en destinos como Canarias tienden a ser m\u00e1s largas, mientras que Costa Brava y Costa Blanca presentan estancias m\u00e1s breves.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva3.jpeg\" alt=\"\" class=\"wp-image-19050\" srcset=\"https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva3.jpeg 1200w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva3-300x169.jpeg 300w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva3-1024x576.jpeg 1024w, https:\/\/datappeal.io\/wp-content\/uploads\/2025\/02\/Diapositiva3-768x432.jpeg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\"><strong>Los hoteles de cuatro estrellas protagonizan el mayor incremento de tarifas medias en OTAs<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Las gamas medias protagonizan el aumento de tarifas para los pr\u00f3ximos seis meses. De esta forma, <strong>las tarifas de los hoteles de 3 estrellas suben un +3,4% interanual para todos las regiones analizadas<\/strong>, que en Baleares es residual, para alcanzar tarifas medias de 136 euros; en Costa Brava se incrementan en +2,1%, con una tarifa media de 97 euros; en Canarias las tarifas se quedan por encima de 110 euros tras subir +5,4% interanual, mientras que Costa Blanca y Costa del Sol suben un +7,2%.&nbsp;<\/li>\n\n\n\n<li><strong>Los hoteles de cuatro estrellas son los que muestran un mayor margen de crecimiento en sus tarifas, de un +5,6% interanual en los cinco destinos analizados<\/strong>. Costa Brava muestra el aumento m\u00e1s destacado, de +16,5%, alcanzando 141 euros; mientras que el resto de destinos se mantienen en m\u00e1rgenes similares: +6% en Canarias (161 euros de tarifa media), +5,6% en Costa del Sol (151 euros), +5,2% en Baleares (183 euros), y +4,8% en Costa Blanca (131 euros).<\/li>\n\n\n\n<li><strong>Canarias es la regi\u00f3n que consigue un mayor incremento de tarifas en hoteles de cinco estrellas<\/strong> (+9,3%, con tarifas de 317 euros). En Costa del Sol suben un +2,4%, alcanzando 385 euros, y en Baleares un +2,1%, para llegar auna tarifa media de 346 euros. Solo en Costa Blanca la tarifa media retrocede levemente, dej\u00e1ndola en 196 euros. Globalmente, en los cinco destinos analizados, los hoteles de cinco estrellas aumentan un +4,5% de media.<\/li>\n\n\n\n<li><strong>Costa Brava es el destino analizado que, de forma general, m\u00e1s incrementa su tarifas hoteleras, un +11,6%, subida impulsada por los hoteles de cuatro estrellas. <\/strong>Costa del Sol y Costa Blanca (+6% en ambos destinos), adem\u00e1s de Canarias (+6,3%), ven subidas similares, y solo Baleares crece de forma m\u00e1s discreta, un +2,2%, debido a la leve bajada en hoteles de tres estrellas.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La inteligencia de datos indica que los principales destinos de costa espa\u00f1oles tendr\u00e1n un primer semestre prometedor, en el que la conectividad a\u00e9rea, las tarifas hoteleras y las oportunidades de&#8230;<\/p>\n","protected":false},"author":15,"featured_media":19084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1988,1977],"tags":[1970],"class_list":["post-19045","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinos-inteligentes","category-smart-destinations","tag-newmabrian-es"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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