International tourism grew by 29.2% in 2025 and reached an all-time high in the municipality, which is entering a new strategic cycle with the development of the Tourism Strategic Plan and the Smart Office as the coordinating hub.
Evolution of Guardamar del Segura’s tourism model
Guardamar del Segura is taking a step forward in the evolution of its tourism model. Yesterday morning, the Town Council launched the process to draw up its new Tourism Strategic Plan, a project that will set the direction for the destination over the coming years and which comes backed by the best international tourism figures in its history. This was presented by the Smart Office at the meeting of the Interdepartmental Technical Committee.
The starting point could not be stronger: the municipality closed 2025 with a 29.2% increase in the arrival of international visitors, driven especially by the British market, which is consolidating its position as the main source market. The German market, meanwhile, stands out for higher spending per purchase, reinforcing the strategic importance of Central European visitors for the local economy.
Management that delivers accountability
This growth is taking place on the basis of a consolidated management model. During the session, the Town Council presented the 2025 tourism activity report, the results of the resident satisfaction survey — available through the “Transparent Tourism” section — and the launch of a new study on overnight-stay demand, with surveys now available in the municipality’s accommodation establishments.
Review and progress in the tourism strategy
The Town Council also assessed the progress made under the current Smart Destination Strategic Plan (2022-2026), which is currently being implemented, with 26% of actions fully under way, largely thanks to its alignment with the Destination Tourism Sustainability Plan (PSTD).
This review has served as the basis for launching the design of the new Tourism Strategic Plan, which will make it possible to adapt the destination model to changes in demand, integrate digital tools and respond to new regulatory frameworks in sustainability.
Participation as a working method
The process of updating the strategy will continue with the involvement of the different municipal departments and the local tourism sector. The Municipal Tourism Advisory Council will be convened shortly to include the business perspective and move towards a more participatory governance model.
With a historic growth cycle behind it, a participatory governance model and a new strategy under development, Guardamar del Segura is entering the next cycle with the aim of consolidating its position as a benchmark destination on the Alicante coastline.
