Web design in Mar del Plata.

Fewer nights, more competition

From January to November 2025 Mar del Plata's hotels recorded 3,298,023 nights, 13% fewer than the year before: the worst year in two decades. Average stay fell from 3.96 nights in 2023 to 3.49 in 2025. The 2025/26 season brought 3,141,472 tourists according to EMTURyC, down 3.7%, the third fall in a row since the 2022/23 peak.

Meanwhile non-hotel supply grew: according to EMTURyC there are about 50,000 hotel beds and over 360,000 non-hotel beds, and the local estate agents' association estimates about 20,000 beds on platforms like Airbnb and Booking, against about 500 in 2017.

Summer fills; the rest of the year, weekends do

In January 2025 hotels had almost seven times the nights of June, and January and February together were 43% of the year's nights. Outside summer the city lives on weekends: in November 2025 occupancy averaged 38.5% and reached 53.3% on weekends. Carnival 2026 brought 232,989 tourists, 17% more than the year before.

In 2025 Mar del Plata was also the country's second venue for congresses and events, after Buenos Aires City. Short breaks, long weekends and congresses: that's what a website has to sell from March to November.

What people search

Almost 99% of hotel guests are Argentine, and they search with concrete filters. Google suggests hotels “on the seafront”, “with heated pool”, “Güemes area”, “downtown”; lodging in “Playa Grande”, “pet friendly”, “for 5 people”; rentals “with parking”.

Each of those filters can be a page on your site. It's how you show up before a platform's listing when someone searches for exactly what you have.

• A page per neighbourhood and per feature: seafront, heated pool, parking, pets, capacity
• Long-weekend, Carnival and congress offers, with dates
• Direct booking on a phone, connected to your engine and Google Hotels
• A returning-guest rate: Mar del Plata tourists come back

Your own data is worth more than ever

INDEC stopped publishing the Hotel Occupancy Survey after the November 2025 data. Without official statistics, your own website's numbers (how many search for you, from where, which dates they check, how many book direct) become one of the few reliable demand signals a hotel has. That's why every site we build comes with Search Console and our own measurement.

• Work out what you pay Booking in a year →
• How to reply to Google reviews →

Few keep their website in view

On OpenStreetMap there are 143 places to stay in Mar del Plata and only 27 have a website linked; just 29 have a phone number. It doesn't measure everything that exists, but it shows how many properties don't publish their details where travellers look.