Turismo Costa del Sol invests €1.5 million in the UK market to encourage longer stays at the destination

The UK market is expected to generate €4.629bn in tourism revenue for Costa del Sol in 2026, as the destination showcases its offer at WTM London.

MADRID, MADRID, SPAIN, November 4, 2026 /EINPresswire.com/ -- Turismo Costa del Sol has begun its participation in World Travel Market (WTM) London 2026 with a clear focus on enhancing the quality of tourism from the UK and attracting visitors who stay longer and spend more at the destination. This strategy takes on particular importance in light of air connectivity forecasts for the coming months, which point to a 5% decline in available airline seats from the UK.

Francisco Salado, President of Turismo Costa del Sol and Málaga Provincial Council, explained that 1,296,799 airline seats are scheduled to be available from the UK between October 2026 and March 2027, representing a 5% decrease compared with the same period last year. The province currently has air connections with 18 UK cities, served by eight airlines.

Salado noted that this trend makes it necessary to adapt the destination's tourism strategy and make the most of the opportunities offered by an established market. "This decline should encourage us to attract visitors who stay longer and spend more at the destination. In other words, we must prioritise quality over quantity," he said.

Despite the anticipated reduction in air capacity, forecasts for 2026 as a whole remain positive. Turismo Costa del Sol expects to welcome almost 3.3 million British tourists by the end of the year, up 2.8% on 2025, generating an estimated €4.629 billion in tourism revenue, an increase of 0.44%.
Figures for the period up to September also underline the importance of the UK market to the province. Between January and September, Málaga-Costa del Sol Airport recorded 2,526,009 passenger arrivals from the UK, 4% more than during the same period last year. These arrivals accounted for 82.7% of all UK arrivals at Andalusia's airports.

Hotels across the Costa del Sol recorded 904,241 British guests, an increase of 3.6%, and 4,496,347 overnight stays, up 3.1%. The UK therefore remains the destination's leading international source market for hotel accommodation.

Against this backdrop, Turismo Costa del Sol has allocated €1 million to its participation in WTM and to an advertising campaign across London. The organisation has its own 250-square-metre stand, featuring 120 co-exhibitors, as well as a dedicated food and drink area showcasing products from Sabor a Málaga, the province's local food brand.

The business programme includes more than 30 confirmed meetings with travel agencies, tour operators, airlines and other tourism industry stakeholders, alongside discussions with technology companies and specialist media.

Salado highlighted the importance of making the most of these meetings to strengthen commercial relationships and further promote year-round tourism. "The Costa del Sol is much more than sun and beach," he said, highlighting culture, nature, gastronomy, golf, sport and wellness as key attractions capable of drawing visitors throughout the year.

The President reiterated that the aim is to maintain the confidence of the British market and support a tourism model that spreads visitor activity more evenly throughout the year, helps provide greater employment stability and generates economic opportunities across the province.

Source: Turismo Costa del Sol

ADELAIDA SOLER
HOPSCOTCH NETWORK SPAIN SL