Published on
December 3, 2025
It was once just the gateway to the Costa del Sol—a mere transit hub where tourists landed, grabbed their luggage, and immediately headed west to Torremolinos or Marbella. But those days are long gone. In 2025, Malaga has firmly established itself as a powerhouse destination in its own right, ranking among the top 10 most popular travel spots worldwide according to a major new report by leading travel platform eDreams Odigeo.
The report, titled “A Year in Travel,” analyzed the booking behaviors of millions of global customers, revealing a seismic shift in traveler preferences. Malaga didn’t just make the list; it cemented its status as a cultural, gastronomic, and lifestyle capital that rivals the giants of European tourism like Paris, Rome, and London.
The Rise of the Andalusian Star
So, what propelled this ancient port city into the global elite? The answer lies in a perfect storm of reinvention. Over the last decade, Malaga has undergone a spectacular transformation. It has shed its reputation as merely a “sun and sand” stopover and re-emerged as the “City of Museums.”
Home to the Picasso Museum (celebrating its most famous son), the Centre Pompidou, and the Carmen Thyssen Museum, the city now boasts one of the highest concentrations of world-class art per square kilometer in Europe. This cultural renaissance has attracted a new breed of traveler: one who wants to spend the morning admiring cubist masterpieces and the afternoon eating sardines by the Mediterranean.
A Climate for All Seasons
While the art draws the mind, the weather soothes the soul. Malaga enjoys over 300 days of sunshine a year. In a travel landscape increasingly defined by “coolcationing” (escaping extreme heat) or seeking winter sun, Malaga hits the sweet spot.
Its winters are mild—balmy enough to dine alfresco in December—while its summers, though hot, are tempered by the sea breeze that its inland Andalusian neighbors like Seville and Cordoba lack. This year-round appeal is a key factor in its 2025 ranking, drawing digital nomads and city-breakers alike who are no longer beholden to the traditional summer holiday calendar.
Connectivity and Modernization
The eDreams report highlights accessibility as a major driver. Malaga-Costa del Sol Airport (AGP) is one of the best-connected in Europe, with direct flights to over 100 cities, including a growing number of transatlantic routes.
Furthermore, the city itself has become a tech hub, often dubbed the “Silicon Valley of Europe.” The establishment of the Malaga TechPark and the arrival of giants like Google have injected a youthful, international energy into the streets. The result is a city that feels vibrantly modern yet deeply rooted in history—where a Roman amphitheater sits at the foot of a Moorish fortress, overlooked by a rooftop bar serving craft cocktails.
Beyond the City Limits
Malaga’s popularity is also fueled by what lies just beyond its borders. It is the perfect basecamp for exploring Andalusia.
- The Caminito del Rey: Once known as the “world’s most dangerous walkway,” this restored hiking path pinned to the steep walls of a narrow gorge is now a bucket-list adventure just an hour away.
- The Pueblos Blancos: The iconic “white villages” like Mijas and Ronda offer a romanticized vision of Spain that feels worlds away from the modern city center.
- Nerja: To the east lies Nerja, with its stunning “Balcony of Europe” and prehistoric caves, offering a quieter coastal alternative.
The Taste of the South
No article on Malaga would be complete without mentioning the food. The city is the spiritual home of the espeto—sardines skewered on bamboo and grilled over an open fire on the beach. It’s a sensory experience that defines the Malagueño lifestyle: simple, fresh, and enjoyed outdoors.
But the culinary scene has evolved far beyond beach shacks. The Soho district is teeming with fusion restaurants, and the revamped Atarazanas Market is a temple to local produce where you can sip local sweet wine (Vino de Malaga) while shopping for olives and almonds.
The Verdict
The eDreams report confirms what savvy travelers have known for a while: Malaga is no longer a secret, nor is it a runner-up. It is a destination that offers the trifecta of culture, climate, and convenience. In 2025, the world isn’t just passing through Malaga; they are stopping, staying, and falling in love with the new capital of cool in the south of Spain.
As the city basks in its new global status, the message to travelers is clear: Come for the sunshine, stay for the art, and return for the soul.
