Presencio is confident that this year’s lineup will drive “last-minute” bookings and push hotel occupancy above 80%. “It’s Wednesday, and there is still today and Thursday for more people to decide to attend the festival,” the president of Horeca explains. He says the trend in recent months has been for bookings generally not to be made as far in advance, with “last-minute” reservations on the rise. “This keeps us very alert, above all because it makes forecasting, work planning and the hiring of staff more difficult,” he says.
The profile of Vive Latino visitors is also unchanged from previous editions, with 89.63% coming from Spain and 10.37% from abroad. Madrid, the Valencian Community, Andalusia, Aragon and Catalonia are the main regions of origin within Spain, while France, Italy, Portugal, the United Kingdom, Mexico and Colombia stand out among international visitors.
HOTEL OCCUPANCY FORECASTS FOR SEPTEMBER STAND AT 72.80%
Meanwhile, forecasts for September show an improvement over the estimates made at the beginning of the summer. In Zaragoza city, projected occupancy now stands at 72.80%, compared with the 68.78% initially estimated. The figure is also 3.87 percentage points higher than the September 2025 benchmark, which stood at 68.93%.
Presencio said the historical comparison is also favorable for the city: the 72.80% forecast for 2026 exceeds the 71.41% recorded in 2024 and the 62.56% recorded in 2023. As a result, the current forecast is 1.39 percentage points above 2024 and 10.24 points above 2023.
In Zaragoza province, the current forecast stands at 66%, well above the 52.20% initially estimated. The improvement over the first forecast amounts to 13.80 percentage points. However, the figure remains 3.75 points below the 69.75% forecast for September 2025. Even so, it clearly exceeds the figures for 2024 (61.33%) and 2023 (53.05%).
