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Costa del Sol is heading to the World Travel Market (WTM) London with a nearly €1 million investment which targets the growing British tourist market, up 1.46 per cent from 2024, and attracts new travellers with higher spending power. And they want more British holidaymakers. The strategic push reminds us of the region’s love of UK visitors, who account for 23.5 per cent of total arrivals to Malaga province and 28 per cent of international arrivals to the Costa del Sol. Key objectives: Loyalty and premium segment in UK tourism Francisco Salado, President of Turismo Costa del Sol (the region’s version of the tourist board), explained the fair’s substantial role during a pre-event presentation. “WTM is one of the major international tourism events and the key occasion for a destination where 85 per cent of Britons arriving in Andalusia’s airports land, representing 13 per cent of the national total,” Salado stated. The UK remains Malaga’s top foreign market, which is projected to generate €4.609 billion in revenue by the end of 2025, a steady increase on 2024. Goals focus on: Encouraging fidelity in UK tourists with off-season experiences exhibiting culture, beaches, golf, inland escapades, and nature. They would like to entice high-spending holidaymakers to extend stay durations and elevate per-visitor expenditure. Projections indicate 3.17 million British tourists by year-end, reasserting the Costa del Sol’s “unbeatable leadership” in the UK market. €1M promotional blitz in London: 3D LED screens and 4 million impressions The campaign is deploying the highest-tech digital tools for maximum visibility: A standalone 250 m² booth at ExCeL London, along with the Andalusia stand, featuring 70 entities (institutions and businesses). 30 professional meetings with key players, including ABTA, Jet2Holidays, TUI, EasyJet Holidays, British Airways, and others. Central to the effort is a week-long 3D video projection on The Cube Flannels X—a 215 m² LED screen on Oxford Street’s iconic Flannels luxury department store. The immersive platform, which will reach 500,000 daily consumers via 37 synchronised screens, exhibits Costa del Sol’s attractions in a mix of technology and creativity. A complementary activation on November 6 will move to Piccadilly Circus screens, adding over 35,700 impressions for a total of 4 million impacts. British tourism recovery: Strong 2025 data for Costa del Sol hotels and apartments Year-to-date figures show strong recovery: January–September: 872,613 Britons in province hotels (+4.2 per cent vs. 2024), generating 3.7 million overnight stays (+5.5 per cent). The UK ranks second in hotel guests (behind Spain, ahead of Germany and France). First eight months in tourist apartments: +5.5 per cent arrivals. Britons comprise 68 per cent of Andalusia’s total hotel/apartment visitors and 9 per cent nationally; overnight stays are up 3.6 per cent. “Despite an encouraging recovery, we remain optimistic yet extremely prudent with the concerning international context,” Salado mentioned. Why Costa del Sol prioritises the UK market at WTM 2025 With WTM London running November 4–6, 2025, at ExCeL London, Costa del Sol positions itself as a year-round, high-quality destination. The initiative not only encourages loyalty in UK visitors but also targets premium segments to sustain economic growth in Malaga tourism and Andalusia travel. So, despite what certain publications might have said about so-called anti-tourism sentiment coming from a tiny minority, most in Spain know which side their bread is buttered on. In the words of Juan Cubo, Malaga holiday rentals mogul, who recently discussed claims about anti-tourism sentiment, “It’s a lie. We welcome British tourists with open arms!”
