Published on
October 31, 2025
The core of the Costa del Sol’s 2025 tourism strategy is a renewed emphasis on the United Kingdom. The regional tourism board, Turismo Costa del Sol, is stepping up its efforts to draw British vacationers, especially those with more money and longer stays, with the support of an investment of almost €1 million. This renewed focus coincides with the region’s most ambitious promotional campaign to date, which will be unveiled at the World Travel Market (WTM) London 2025.
With almost 25% of all tourist arrivals and over 25% of all foreign visitors to the Costa del Sol, the UK has long been Malaga province’s most significant overseas market. Recent statistics demonstrating consistent increases in both visitor numbers and spending support the destination’s leadership in this market.
In order to draw tourists who not only visit but also make a substantial economic contribution to the area, the region’s tourism strategy is moving away from pure volume and toward value. The strategy focuses on year-round travel, emphasizing inland experiences, golf, nature, culture, and cuisine that draw British tourists outside of the typical summer months.
UK Visitors as the Cornerstone of Malaga Tourism
In the wider context of Andalusia, the British market represents an essential economic pillar. Eighty-five percent of UK travellers arriving in Andalusian airports land in Malaga, reinforcing the Costa del Sol’s position as a gateway for British tourism in southern Spain. This concentration underscores how deeply the region depends on UK travel flows for stability and growth.
By the end of 2025, the UK market is projected to generate more than €4.6 billion in tourism revenue, marking another year of steady progress over 2024. The total number of British visitors is expected to reach about 3.17 million, a figure that consolidates the Costa del Sol’s dominance as Britain’s preferred Mediterranean destination.
While local tourism authorities acknowledge global uncertainties, including economic shifts and geopolitical tensions, the UK market continues to show resilience. British travellers have demonstrated strong loyalty to the Costa del Sol, making the region one of the most consistent performers in Spain’s tourism landscape.
€1 Million Campaign at WTM London
At the upcoming WTM London, to be held from 4 to 6 November 2025 at ExCeL London, Costa del Sol will deliver a large-scale promotional drive designed to reach millions of potential visitors. A 250-square-metre independent booth will serve as the centrepiece of the effort, located alongside the Andalusia stand that will host around 70 companies and institutions from across the region.
Over 30 business meetings will be held during the fair with leading industry names such as ABTA, TUI, Jet2Holidays, EasyJet Holidays, and British Airways. These sessions are expected to strengthen commercial ties and develop joint marketing projects targeting British consumers.
The highlight of the campaign is a high-tech advertising initiative using 3D LED projection in central London. A week-long video display on a 215 square-metre screen at Flannels’ “Cube” store on Oxford Street will immerse half a million pedestrians daily in Costa del Sol imagery. Complementary displays will appear across 37 synchronised screens, offering a mix of creativity and technology to showcase beaches, golf courses, villages, and cultural scenes from Malaga province.
A follow-up activation is planned for 6 November at Piccadilly Circus, adding thousands more impressions. Altogether, the promotional activity is expected to reach an audience of about 4 million people during its London run.
Promoting Off-Season and High-Value Tourism
The central goal of the campaign is to build loyalty among British visitors while encouraging off-season travel. The Costa del Sol is seeking to redefine its image as a destination that is not limited to summer holidays but open for exploration all year.
Golf, gastronomy, cultural experiences, and nature tourism are being promoted as key pillars of this transformation. The region’s inland towns, mountain ranges, and historic sites offer a complement to its coastal attractions. The strategy aligns with the Andalusian government’s broader plan to diversify tourism and reduce dependence on peak-season arrivals.
Statistics for 2025 reflect the growing appeal of this broader offering. From January to September, hotel stays by British tourists increased by 5.5 per cent over 2024, reaching 3.7 million overnight stays. Tourist-apartment arrivals rose 5.5 per cent during the first eight months of the year. Britons now represent 68 per cent of all international hotel and apartment guests in Andalusia and 9 per cent nationally.
These results confirm that efforts to attract and retain UK travellers are paying off. The market not only remains stable but is expanding in both visitor numbers and average spend.
Economic Significance and Strategic Caution
Tourism remains one of Andalusia’s strongest economic engines, contributing around 13 percent of the region’s GDP and 14 per cent of total employment. Within this framework, the Costa del Sol acts as a flagship for sustainable tourism growth. The region’s authorities recognise, however, that success brings responsibility: growth must be balanced with the well-being of local residents and the preservation of cultural and environmental assets.
Concerns about “anti-tourism” sentiment occasionally surface in media coverage, but these are largely attributed to isolated incidents rather than a widespread trend. The majority of residents, as local business leaders have stressed, understand the vital importance of tourism for jobs and regional prosperity.
Long-Term Vision
The Costa del Sol strategy at WTM London is a part of a long-term endeavour to future-proof Malaga’s tourism model, not just a short-term marketing campaign. The destination is establishing itself as a chic, eco-friendly option for British tourists by focusing on premium markets, encouraging off-season travel, and investing in digital visibility.
The €1 million investment is a component of a larger plan to keep the area competitive in the global travel market. Costa del Sol is getting ready to satisfy the growing demand for more individualised, high-quality travel experiences worldwide by upgrading its infrastructure, technology, and service standards.
The area’s dominance in UK tourism seems assured due to consistent increases in British visitors, longer overnight stays, and re-established industry alliances. The Costa del Sol’s presence will serve as a celebration of its accomplishments and a statement of intent for the years to come as WTM London 2025 draws near.
