THE Costa Blanca and the Valencia region is set to break a British tourist record this year with over three million visitors.
The forecast came from the regional hotel and tourist business association, Hosbec, on the opening day of the World Travel Market 2026 in London.
Hosbec president, Fede Fuster, said that 2026 will end with 3,050,000 visitors having come from the United Kingdom, 21.2 million overnight stays and a total expenditure of €3.3 billion.
HOSBEC’S FUSTER, LONDON, TUESDAY. CREDIT: HOSBEC
It will beat the previous British tourist record of 2019 when there were 2.84 million arrivals in the region with a spend of €2.4 billion.
Overnight stays though were higher seven years ago at 21.7 million.
Fede Fuster said: “The British are not only coming back but visit more frequently, spend more and arrive by more routes than ever”.
Valencia region hotels accommodated 964,380 British tourists until August, 6% more than in the same period of 2025.
These tourists generated 4.36 million overnight stays, up 0.1%, and hotel expenditure €256 million- up by 5.2% on 2025.
The average daily rate reached €120.4, 5% more, while the average stay fell slightly, from 4.8 to 4.6 days.
Hosbec expects to close the year with 1.46 million British tourists staying in hotels, 6.6 million overnight stays and €385 million in hotel spending.
In 2025, the figures were 1.37 million visitors and 367.4 million euros.
Tour operators account for 43.2% of bookings, ahead of online travel agencies on 17.5%,
In terms of accommodation, all-inclusive accounts for 37.6% of UK bookings, followed by bed and breakfast (27%) and half-board (21.8%).
Spain was the most visited country, chosen by 36% of British travellers, ahead of France (24%), Italy (15%), the United States (14%) and Greece (12%), according to ABTA figures.
Fede Fuster believes that the Valencian Community has a competitive advantage due to its ability to combine ‘sun, city, inland areas and gastronomy in the same trip’.
Environmental concern also ranks high among British tourists. with 82% say they have taken at least one measure to make their holidays more sustainable, mainly recycling (49%) and buying local products (40%).
Their main concerns include animal welfare (67%), the conservation of culture and heritage (65%), the protection of nature (65%) and the reduction of waste and plastics (64%).
Tourist overcrowding (57%) and water stress (54%) are also issues.
Hosbec also believes that flights from the UK to Alicante-Elche airport cannot be taken for granted especially during the winter season.
Operators have announced a 5% reduction in services from Britain during the low season.
Fede Fuster said the British market is vital over the winter for Benidorm and the Costa Blanca –
He warned that each aircraft seat lost means one less opportunity for occupation and employment, in addition to making it harder to deseasonalise tourism.
He has called for cooperation with airport operator Aena and carriers to maintain the airport’s growth capacity with the sustainable development of the sector.
Fuster acknowledged that Alicante-Elche airport is boosting all international markets but insisted on the importance of consolidating British routes.
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