Rota is primarily a resort town, offering eight hotels (including the four-star Hotel Duque de Najera) and nearly two thousand beds. It is a summer destination for tourists from all over Europe. During the off-season, its main commercial activity centres on the fishing industry.
Rota is also the location of the Rota naval base, a joint Spanish and U.S. naval base, opened in 1955 (which also hosts U.S. Marine and Air Force units). It is also the usual first port of call for U.S. naval vessels before entering the Mediterranean Sea. Once contributing up to 80% of Rota's economy directly or indirectly, the significant decrease in the American presence in recent years and modern infrastructures that enable those remaining to commute readily from surrounding towns and cities, the base has given way to tourism as the leading source of revenue.
The surrounding area is used for agriculture; the predominant crops are cotton andsunflowers, as well as sweet green peppers, tomatoes and pumpkins
