Fortuna has a population of approximately 10,000 residents, reflecting a typical small-town atmosphere with a strong sense of community. The population is predominantly Spanish, with a growing number of expatriates from other European countries, particularly the UK and Germany, who have settled in the region due to its pleasant climate and laid-back lifestyle.
The city has seen moderate population growth in recent years, driven in part by the increasing popularity of the region as a retirement destination and by the influx of tourists attracted to its thermal spas. Despite its relatively small size, Fortuna is culturally diverse, with an open and welcoming attitude toward visitors.