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Murcia's tourism boom brings higher spending, steadier jobs and little strain on daily life
New figures show visitors are spending more than ever while growth remains balanced across the region
Foreign visitors to the Region of Murcia are not just coming in greater numbers, they are also spending more, and doing so in a way that is reshaping the local economy without putting pressure on residents.According to the latest Impactur 2019–2024 report from Exceltur (Alliance for Tourism Excellence), presented this week in Murcia, foreign tourists are now spending around €109 per day on accommodation, food and activities, roughly 20% more than before the pandemic. Five years ago, the figure stood closer to €93, reflecting a steady rise in both confidence and quality across the sector.
Óscar Perelli, executive vice president of Exceltur, described the figures as evidence of “good times” for regional tourism, driven by investment, improved facilities and better-trained staff. He stressed that tourism is a shared effort, saying, “Half of the experience a visitor has depends on public decisions and the other half on private initiative.”
That growth has had a clear economic impact. Tourism now contributes €4.156 billion to the regional economy and accounts for nearly 10% of Murcia’s GDP. Over the last five years, tourism has generated 16% of the region’s overall economic growth, consolidating its role as one of Murcia’s key economic pillars
Importantly for residents, the report highlights that this success has not translated into overcrowding. Murcia currently has around five tourists per 100 inhabitants, well below the national average and far lower than heavily pressured destinations such as the Canary and Balearic Islands. Since 2019, most population growth has come from new residents rather than visitors.
Employment in the sector has also become more stable. Temporary contracts, once common due to seasonal demand, have fallen sharply, with permanent roles now dominating. Tourism employs around 66,000 people and has been responsible for one in five new jobs created in the region over the past five years.
Another notable trend is the rise in Murcians travelling within their own region. Domestic tourism has doubled its economic impact since 2019, supported by higher daily spending and a growing interest in discovering inland towns and lesser-known destinations.
Regional tourism minister Carmen Conesa described the findings as “eloquent and clarifying”, noting that record figures have been repeated month after month. She pointed to the region’s year-round appeal as a major advantage, saying Murcia “has much, good and varied to offer, and can do so throughout the year.”
Taken together, the figures paint a picture of a tourism model that is growing, diversifying and delivering tangible benefits, while avoiding the social tensions seen elsewhere. For Murcia, it appears to be a balance that is, for now, working.
Image: chatbotphoto/Pixabay
