FITUR, the world’s biggest tourism fair, is due to open its doors on Wednesday, January 21, in Madrid. Every year, at this time, it is near impossible to find an available hotel room or temporary rental, as representatives of governments and the world’s tourism professionals descend on the Spanish capital either to promote their country, region or city for the year’s holiday season, or for travel agencies to find new treasures for their customers. The significance of this, the biggest trade fair of its kind in the world, can make or break those parts dependent on tourism for keeping their economy afloat.
2025 was a spectacularly successful year for the Costa del Sol and Malaga Province in general, but the Deputation de Malaga cannot afford to rest on its laurels and will be in attendance at FITUR, pulling out all the stops. This year’s edition of FITUR, held from January 21 to 25 at IFEMA Madrid, has a clear mission for the Malaga region: to reverse the declining share of the domestic Spanish market and boost higher-quality tourism with longer stays and increased spending.
Why are less Spaniards holidaying in Costa del Sol?
High prices and reduced availability deterred many Spanish families from booking in the Costa del Sol in 2025, a trend officials in Malaga intend to reverse. While essentially priced out of the market in 2025, Spanish tourists tend to mean big profits for the region, especially in restaurants where Spaniards tend to spend more.
Francisco Salado, President of the Malaga Provincial Council and of Turismo Costa del Sol, attributed the situation to the “crisis of purchasing power and excessive tax pressure affecting families,” which is constraining consumption. Combined with rising hotel prices—”hotels are getting more and more expensive”—this is leading national tourists to shorten their trips, reduce spending, opt for alternative accommodations, or choose cheaper destinations, he explained.
A detailed snapshot of the market reveals the shift: In just two years, the domestic market has lost nearly 7 points of share. It represented 44 per cent of tourists to the Costa del Sol in 2023, dropped to 40.1 per cent in 2024, and fell further to 37.6 per cent in 2025. Last year, the destination welcomed around 5.505 million national tourists—a 5.1 per cent decrease compared to 2024—generating an economic impact of €6.3 billion.
Huge Malaga contingent in Madrid’s FITUR
Around 200 companies, 600 professionals, and 60 municipalities will join the institutional delegation. The massive programme includes approximately 70 presentations and more than 50 professional meetings.
To maximise visibility, Turismo Costa del Sol will launch a powerful advertising campaign featuring 31 giant digital screens in prime locations between the central Plaza de España and Plaza de Callao in Madrid, with the hope of reaching 26.4 million impacts between January 19 and 25. As well, on Wednesday, January 21, a special event will take place at the Las Ventas bullring to unveil the new promotional video and highlight the “infinite experiences” that can be enjoyed on the Costa del Sol.