Luxury tourism takes hold in Asturias: 75% of new hotels will be upscale, according to EY-Parthenon

Luxury tourism is gaining ground in Asturias, with three out of every four new hotel rooms set to be in four or five-star establishments.

According to the EY-Parthenon report, the region currently has seven hotel projects in development, totalling 326 new rooms.

This commitment to high-end accommodation reflects a change in tourism strategy: not just increasing the number of beds, but raising the quality of the offer.

Asturias continues to strengthen its tourist appeal with an increasingly clear commitment to high-end establishments. Hotels of four and five stars will concentrate nearly 75% of the new rooms planned in the region over the coming years, according to the The Hotel Property Telescope 2026 report prepared by EY-Parthenon. The study places the community in a growth phase oriented towards higher-quality, higher-value-added tourism.

In total, Asturias currently has seven hotel projects in development, totalling 326 new rooms. Of these, 244 will be in four and five-star hotels, representing approximately 75% of the total future accommodation supply. This figure reflects the developers' strategy of responding to a visitor profile that demands establishments with greater services and differentiated experiences. According to the report, two of the projects correspond to four-star hotels, which will incorporate 103 rooms, while another two will be five-star establishments with 141 rooms.

Álvaro Monreal, Director of Strategy and Transactions for Real Estate at EY-Parthenon:Asturias has a tourism offering that is difficult to replicate, thanks to the combination of its natural, cultural and gastronomic heritage.

The richness of its natural and cultural resources, together with a very defined identity, offers an opportunity to promote hotel projects capable of generating a greater bond with the destination and responding to a demand increasingly interested in genuine experiences.

For InasTour, the surge in luxury hotel projects confirms the growing appeal of Asturias among a high-end traveller profile, a trend that also stimulates the demand for exclusive properties in the region's most outstanding natural and cultural enclaves.

This trend coincides with the evolution of the tourism market, where travellers are increasingly seeking differentiated accommodation with personalised services linked to the identity of the territory. Asturias, with its growing projection as a destination for nature, gastronomy and sustainable tourism, is thus positioning itself to attract visitors with greater spending capacity.

However, the movement in the sector is not limited solely to new builds. The study also reveals a significant effort to renovate the existing hotel infrastructure. Asturias currently has four refurbishment projects, affecting a total of 311 rooms. If both new openings and refurbishments are added together, Asturias currently has 11 hotel projects affecting 637 rooms — a figure that demonstrates the investment dynamism of the regional tourism sector.

The commitment to higher-category establishments reflects a shift in the Principality's tourism strategy. Beyond increasing the number of beds, the aim is to raise the quality of the offering, attract visitors all year round, and consolidate sustainable tourism that generates greater economic impact in the territory. With these projects on the table, Asturias is preparing to expand and modernise its hotel capacity at a time when tourism continues to gain weight as one of the economic engines of the community.