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Marbella is set to make a strong impression at this week’s World Travel Market (WTM) in London. Town Hall officials say they intend to showcase not only the city’s beaches but also its wider appeal of golf, gastronomy, nature and year-round attractions beyond the summer season. The tourism team will take part in a full schedule of meetings as it works to reinforce Marbella’s position in the UK tourism market, which remains the city’s most important overseas source. According to the city’s tourism department, Marbella welcomed around 120,000 British visitors last year, who stayed for approximately 500,000 nights. This makes Britain the leading foreign market for the town. The town’s delegation is expected to meet with big names such as Conde Nast UK, Expedia, Hosteltur, HotelBeds, Amadeus, Travellyze and Lotus, along with wedding planners and a new wave of travel content creators. During the London fair, Marbella will join the stand of the provincial tourism board, Turismo Costa del Sol, which reports that the UK accounts for more than three million visitors annually and generated over €4.6 billion in revenue in 2025. Visitors to the exhibition are invited to discover the Costa del Sol by meeting local partners, enjoying tastings of traditional products, and experiencing the warmth, flavours and spirit of southern Spain. The event will also be a chance to connect with professionals from Southeast Asia, strengthen existing ties with the American and Arab markets, and host a presentation for premium travel agencies organised by the Spanish Luxury Association. WTM, said to be the world’s most influential travel and tourism event, offers access to more than 180 countries and over 45,000 travel professionals, presenting a key opportunity for destinations like Marbella. A spokesperson for the town hall said: “Our participation in WTM forms part of our strategy to expand Marbella’s presence overseas and to build new partnerships in the UK market.” For many UK holidaymakers seeking reliable sunshine and quality experiences, Marbella is already an established “home away from home.” The town’s representatives now hope to show what keeps so many Britons coming back year after year and to position Marbella as a leading destination for high-quality, extended stays in an evolving tourism market.
