The Spanish region of Murcia, encompassing the historic capital city of Murcia and the sun-drenched Costa Calida coastline, emerges as one of Spain’s rising tourism stars in 2026. Known for its fertile orchards, Roman and Moorish heritage, pristine beaches, and authentic Andalusian-Murcian culture, the region advances a strategy of sustainable, year-round tourism. This “slowdown” approach-part of the European SlowDown project-prioritises quality experiences, spreading visitor numbers more evenly across seasons and inland areas to reduce peak-summer pressure while boosting higher-spending international travellers. Forecasts indicate robust growth, with tourism sales expected to rise by 8.8% in 2026, driven by enhanced infrastructure, cultural depth, and premium hospitality additions. in 2026
Murcia’s hotel sector sees targeted investment in 2026, with a focus on elevating quality rather than volume. The region anticipates several new properties and significant upgrades as part of a broader plan to add over 700 beds across 16 hotels in the coming years, many emphasising luxury, heritage restoration, and sustainability.
- Palacio Real de San Juan (Royal Hideaway Hotel brand): Murcia city gains its first-ever five-star hotel with the reopening of the historic Hotel Arco de San Juan on Calle Correos, transformed under the Royal Hideaway brand. Slated for Easter 2026 (around April), this landmark property undergoes extensive refurbishment to deliver upscale elegance in the heart of the historic centre. Features include luxurious rooms and suites preserving original architectural details, a new signature restaurant showcasing regional cuisine (such as caldero murciano rice dishes and fresh seafood), and a rooftop terrace offering panoramic views over the Segura River and cathedral. It positions Murcia as an emerging luxury urban destination alongside its coastal appeal.
- Costa Calida Coastal Enhancements: Properties along the Mar Menor and Mediterranean shores, including family-oriented resorts like Bakour La Manga Splash in La Manga del Mar Menor, promote advance 2026 bookings with refreshed facilities. These include upgraded pools, kids’ clubs, and direct beach access, capitalising on the area’s unique “two seas” setting (calm Mar Menor lagoon and open Mediterranean). Broader investments support modernisation across existing hotels, incorporating energy-efficient designs and sustainable practices in line with EU-funded upgrades.
These openings and enhancements contribute to a more premium accommodation landscape, appealing to discerning visitors seeking refined stays in a less crowded Mediterranean alternative.
New Visitor Attractions, Experiences, and Enhancements in 2026
Murcia’s visitor experience in 2026 emphasises authentic immersion, cultural heritage, and nature, with subtle yet meaningful improvements that encourage slower, more mindful exploration. The region promotes inland towns, gastronomy, and year-round events to complement its beaches.
- Sustainable Tourism Initiatives (SlowDown Project): As a participant in the European SlowDown initiative, Murcia rolls out measures to foster gentler tourism. These include better promotion of shoulder-season visits, expanded eco-friendly trails along the Costa Calida, and incentives for longer stays in rural areas. Enhanced digital tools and apps guide visitors to lesser-known spots like the Ricote Valley orchards or Caravaca de la Cruz’s historic sites, reducing overcrowding while highlighting local produce (lemons, wines from Jumilla and Yecla) through farm visits and tastings.
- Cultural and Heritage Enhancements: Murcia city benefits from polished programming at landmarks like the Catedral de Murcia (with its striking Baroque fa√ßade and Gothic interior), the opulent Real Casino de Murcia, and the Salzillo Museum’s Holy Week sculptures. Improved guided tours and multilingual interpretive materials deepen engagement. Seasonal events, including food festivals, live music, and markets in places like √Åguilas, gain better organisation for year-round appeal, building on the region’s record tourism and culture momentum.
- Nature and Outdoor Experiences: The Mar Menor lagoon sees sustained focus on water activities (kayaking, sailing) with added conservation education. Inland, trails in the Sierra Espuña Natural Park and Calblanque Regional Park offer upgraded paths and viewpoints for hiking and birdwatching. The Cueva del Puerto in Calasparra provides enriched guided tours of its underground formations and luminescent minerals.
- Infrastructure and Connectivity Benefits: Ongoing improvements to Murcia-Corvera Airport ensure smoother arrivals, while the Mediterranean Corridor rail project nears completion phases, promising better links to neighbouring regions. These facilitate easier access to diverse experiences, from coastal relaxation to cultural city breaks.
In 2026, Murcia offers a balanced, enriching visitor experience that rewards those seeking authenticity, sunshine (over 300 days annually), and thoughtful sustainability. With international visitors driving growth and a focus on higher-value tourism, the region stands out as an underrated gem-ideal for relaxed escapes blending coast, culture, and countryside. Advance planning for the new five-star hotel and peak events is recommended to secure the best availability.
