From American seniors who return every year to digital nomads and producers: the new guests who choose Valencia to experience it as if it were home.

From American seniors returning every year to digital nomads and production companies: the new guests choosing Valencia to live as if it were home

Every year, the same thing happens. A group of American seniors packs their bags again with a very clear destination: Valencia. They don't come to discover the city—they did that a long time ago—but to reconnect with it. They stroll through the same neighborhoods, have breakfast in the same cafes, and, like someone returning to a second home, they stay in the same apartment building again.

Their case might seem anecdotal, but it illustrates an increasingly visible reality: Valencia no longer attracts only weekend tourists. More and more people are arriving to stay for weeks or several months and are looking for a different way of inhabiting the city, one that is closer to daily life than to the traditional hotel experience.

This is a trend noted by Monlar, the temporary accommodation and aparthotel brand promoted by the real estate group Firmus. The company manages over 200 accommodations in Valencia and has seen how, in recent years, the profile of its guests has diversified to include travelers with very different motivations, yet with a common objective: to feel at home.

María José Sancasto, Commercial Director at Monlar, explains that the loyalty of some guests reflects a change in the way of traveling. "A few years ago, it was uncommon for an international client to systematically repeat accommodation. Today, we have cases like this group of Americans who return every year and already know Valencia like any other local. They seek comfort, independence, and the possibility of integrating into the city's daily life. This evolution shows us that more and more people don't just want to visit a destination, but to live it for a while."

Another profile that barely existed a few years ago has joined this group: digital nomads. These are professionals who work remotely and choose Valencia for factors such as the climate, quality of life, international connections, or cost of living compared to other European capitals. For them, accommodation is no longer just a place to sleep, but also a space from which to work, live, and socialize for months.

During the summer, the spotlight shifts to families, many of them national and international, who are looking for spacious apartments to spend their holidays without sacrificing the comforts of home. Equipped kitchens, multiple bedrooms, or common areas are features that gain importance over hotel offerings when traveling with children or in groups.

The audiovisual boom experienced by the Valencian Community is also reflected in this market. Series production companies and other audiovisual projects are increasingly using this type of accommodation to house technical teams, production staff, or cast members for weeks, a demand that requires flexibility and ready-to-live-in housing.

In addition to them, large multinational companies that temporarily relocate their professionals to Valencia. Companies such as Inditex, HP, or Airbus use this type of accommodation for stays related to specific projects, training, or openings, finding an alternative that combines the comfort of a home with the services of professional accommodation.

For her part, Begoña Valero, Business Director at Monlar, highlights the growing diversity of profiles seeking this type of accommodation. "In recent years, we have seen how temporary accommodation is no longer exclusively linked to tourism. Today, we coexist with digital nomads, professionals relocated by companies, audiovisual production teams, international students, or families who spend long periods in Valencia. They all have different needs, but they share the search for a space that allows them to feel at home from day one."

The diversity of guest profiles also benefits the city. Given that their stays often last for weeks or months, they adopt habits typical of the daily life of residents. This translates into greater use of local shops, markets, gyms, cafes, and restaurants, as well as participation in cultural and sports activities. As a result, their presence contributes to distributing economic impact across different neighborhoods of Valencia, fostering a more balanced development of local activity.

Valencia brings together many of the conditions that explain this phenomenon. Its size, cultural and gastronomic offerings, climate, connectivity, and internationally recognized quality of life have made it a city where it is easy to settle for a while. It is no longer just about visiting, but about living it.