The north leads the summer of tourism and September gains momentum
27 August, 2025The north of Spain is the great star of the 2025 summer season, with the largest increases in hotel bookings and prices in August, according to SiteMinder data. Bookings in the region have grown by 9.19%, while the average daily rate (ADR) has risen by 6.54% to 269.24 euros, exceeding the national average in both indicators.
These results contrast with the declines recorded in traditionally saturated destinations such as the Balearic Islands, the south of the peninsula and the Mediterranean coast. The change reflects a shift in travellers' preferences towards more temperate climates and less tourist pressure.
Moreover, September is shaping up to be a key month for the deseasonalisation of the tourism sector. Forecasts point to an increase of 3.72% in bookings and 3.01% in prices, reaching an average rate of 239.79 euros, despite a slight drop in the average stay to 2.99 days.
According to SiteMinder, this trend "opens the door to rethinking the tourism model", with the north presenting itself as a sustainable alternative for customers who prioritise quality, natural surroundings and less overcrowding outside the high season.