The tourism sector in Granada has experienced unprecedented growth, with the province achieving its best historical record in 2025 by receiving 4,870,251 visitors. This figure, provided by the Junta de Andalucía, represents an increase of 5.2% compared to 2024, demonstrating a remarkable recovery and expansion after the challenges of the pandemic.
This boom translates into an increase in hotel overnight stays, with an average stay rising from 3.8 to 4.1 nights, and an increase in employment within the sector. Furthermore, the average expenditure per traveler also rose, reaching 89.91 euros. Since 2022, the province has maintained a steady flow of over 4 million annual visitors, exceeding 4.5 million in both 2023 and 2024.
“"De-seasonalization is key to achieving a more balanced distribution of activity throughout the year, with benefits for employment, business profitability, and coexistence in destinations."
Given the risk of saturation and the need for sustainable growth, local and regional institutions are focused on strategies that prioritize quality over quantity. One of the prominent initiatives is the promotion of Granada as a destination for congresses and events (MICE tourism). In 2025, the city hosted 247 events with over 122,000 attendees, generating an economic impact exceeding 138 million euros. The work of the Granada Convention Bureau, in collaboration with the Granada City Council, the Granada Provincial Council, and the University of Granada, is fundamental in this area.
Another implemented measure is the Granada Card, a tourist pass designed for visitors to enjoy multiple attractions and extend their stay in the city. These actions aim to ensure that Granada's tourism success is lasting and beneficial for everyone, balancing economic development with the preservation of the environment and the quality of life of its inhabitants.
