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Beaches might be one of Murcia's biggest attractions, but this summer there's another part of the Region proving surprisingly popular with holidaymakers.
Rural accommodation reached an average occupancy of 83% in July, five percentage points higher than the same month last year. And August is expected to be even busier, with occupancy forecast to reach 93%.
Rural properties with swimming pools are proving especially popular, with occupancy reaching 100% in July and expected to remain at full capacity throughout August.
Some residents in coastal towns such as San Pedro del Pinatar have also noticed that the beaches have seemed quieter than in previous years. That's only a local observation, of course, and it doesn't tell us what's happening across the Region, but it is quite a contrast to the number of people booking rural accommodation inland.
Murcia has 919 registered rural houses, providing accommodation for 6,172 people. Moratalla has by far the largest share, with 240 cortijos and rural houses, followed by Caravaca de la Cruz with 104.
And it seems that what people are looking for isn't necessarily another busy holiday destination.
Research into rural tourism found that contact with nature was the biggest attraction, followed by the desire for peace and quiet and the chance to enjoy local food.
There may be another reason why rural breaks are becoming more popular. After spending so much of our lives online, perhaps people are being drawn back to nature and to more analogue experiences.
Getting outside, getting your hands dirty, eating local food or just sitting in the countryside without a phone in your hand can be a pretty good way to switch off.
There's no evidence to say the digital world is directly driving the trend, but the desire to switch off certainly seems to be part of the attraction.
The price certainly helps too. Rural accommodation in Murcia can cost around €20 to €22 per person per night, according to the sector, making it an attractive option compared with some other parts of Spain.
Camping is also having a strong summer, with occupancy reaching 76% in July and expected to hit 90% in August. Coastal caravan sites are busy of course, but inland locations are doing well too, including La Puerta campsite in Moratalla.
The growth in rural tourism comes alongside an expansion of Murcia's tourism industry.
During the first six months of 2026, the Instituto de Turismo de la Región de Murcia registered 97 new tourist businesses. Rural houses accounted for 43 of them, while another 32 were tourist apartments.
There are some bigger projects in the pipeline too. Murcia city is due to get its first five-star hotel when the 70-room Arco de San Juan opens in September. Alhama de Murcia is also set to welcome the 96-room Alhama Nature, while the 90-room four-star Soho Murcia is under construction.
The Region is also putting €30 million of European funding into sustainable tourism projects in inland municipalities, alongside support for accommodation upgrades and wine tourism around Jumilla, Bullas and Yecla.
Murcia will always have its beaches, of course. But this summer's figures suggest that for an increasing number of visitors, a good holiday might mean heading in the opposite direction.
Image generated using AI
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