The Costa del Sol is using the World Travel Market in London to promote visits outside the summer peak and reinforce its position in the British market, which Turismo Costa del Sol says generates more than €4.6 billion a year for the province.
The tourism trade fair runs from 3 to 5 November. The Costa del Sol’s plans include a stand of about 250 square metres, with 120 co-exhibitors, and an advertising campaign on London screens and at bus stops. The stand will also feature a food area showcasing Sabor a Málaga products.
Turismo Costa del Sol president Francisco Salado said the campaign would highlight attractions beyond sun and beaches, including culture, nature, gastronomy, golf and sport. He described reducing seasonality as a strategic priority, saying tourism spread more evenly through the year could support employment stability and businesses across the province.
According to figures cited by Salado, more than 2.5 million British passengers arrived at Malaga Airport in the first nine months of the year, up 4 per cent on the same period in 2025. The UK is the province’s leading foreign source market, accounting for almost 30 per cent of international tourist arrivals, the report says.
The province is aiming to finish the year with 3.3 million British visitors, an increase of almost 3 per cent, according to the report. At WTM, it will also have a presence within the Andalusian stand.