Salou has done it again. The town closed 2025 with record-breaking figures that consolidate its position as the
leading destination on the Costa Daurada and one of the most prominent in both Catalonia and Spain. Specifically,
more than 2.4 million visitors chose Salou for their holidays in 2025—a 4.78% increase over 2024—while
overnight stays surpassed 8.6 million, marking a 4.21% rise compared to the previous year.
The data, provided by the
Eurecat Tourism Observatory, places the average
occupancy rate at 70.3%, which is 5.08% higher than in 2024.
However, these figures do not yet include
Tourist Housing (HUTs), which play a significant role in Salou's hospitality sector. When factored in, the
total number of annual visitors could reach the 3 million mark.
These results have led local businesses to value their progress and employment growth at 7.3 out of 10, a slight improvement over the 7.0 rating recorded during the 2024 season.
International Markets on the Rise
International markets—particularly English-speaking countries—continue to favor Salou. The data speaks for itself:
- United Kingdom: 448,197 arrivals (up 33.4% from 2024).
- Ireland: 32% growth.
- Portugal: Over 23% growth.
- Belgium: Nearly 16% growth.
Tourism Expenditure and Economic Impact
Another key indicator is the
expenditure generated by visitors. According to
CaixaBank Hotels & Tourism, t
ourism accounts for 53% of the total expenditure recorded at physical Point of Sale (POS) terminals in Salou.
The majority of this spending is of
international origin (72.5%), primarily from tourists hailing from the UK, Ireland, and France. In fact, Salou accounts for a significant portion of the total spending by British (26.4%) and Irish (22.1%) tourists across the entire province of Tarragona. In 2025, Portugal also emerged as a growing market, representing 2% of total expenditure.
Interestingly, while the Barcelona market dominates expenditure at the provincial level (47.7%), it accounts for 25.5% of the spending within Salou itself.
Extending the Season
The expenditure data is based on transactions made at physical POS terminals in Salou, representing approximately 30% of total tourist spending. This data excludes online payments and spending by visitors from municipalities within a 25-kilometer radius.
With these results, the
City of Salou proudly confirms that the municipality is consolidating its growth beyond the peak summer months. By
extending the season and reducing seasonality, Salou continues to strengthen a
tourism model built on quality, competitiveness, and international prestige.
