Turismo Costa del Sol has announced a €1.5 million investment in the UK market, aiming to attract British visitors who stay longer, spend more and visit throughout the year.
The initiative was highlighted at World Travel Market London 2026, where tourism officials outlined plans to strengthen the region’s position as a leading destination for British travellers.
Despite forecasts showing a 5% reduction in airline seats from the UK between October 2026 and March 2027, tourism projections remain positive. The Costa del Sol expects to welcome nearly 3.3 million British tourists in 2026, generating approximately €4.63 billion in tourism revenue.
Between January and September, Málaga Airport recorded over 2.5 million passenger arrivals from the UK, a 4% increase compared with the previous year.
The strategy focuses on promoting year-round tourism through the region’s gastronomy, golf, culture, wellness and lifestyle offerings, moving beyond traditional summer holidays.
For the Costa del Sol property market, efforts to encourage longer stays could also support interest in holiday homes, extended-stay accommodation and second-home ownership, particularly among British buyers.
With the UK remaining the region’s largest international tourism market, the investment reinforces the Costa del Sol’s appeal as both a holiday destination and a place to own property.
Source: Turismo Costa del Sol / National Law Review, 4 November 2026. EIN Presswire+2
