Costa del Sol targets longer UK stays with €1.5 million push

Turismo Costa del Sol is using WTM London 2026 to court UK visitors who stay longer and spend more, even as airline seat capacity from Britain is set to fall 5% next winter. The destination says the market could still generate €4.629 billion in tourism revenue in 2026.

Why it matters: - The UK remains Costa del Sol’s biggest international hotel market, so even small shifts in visitor behavior can move revenue, occupancy and local jobs. - Turismo Costa del Sol is responding to weaker air capacity by shifting its strategy from volume to value. - The destination is betting that longer stays and higher spending can offset fewer airline seats from Britain.

What happened: - Turismo Costa del Sol opened its participation in World Travel Market London 2026 with a push to improve the quality of tourism from the UK. - The organization said it wants to attract visitors who stay longer and spend more in the destination. - Francisco Salado, president of Turismo Costa del Sol and Málaga Provincial Council, said 1,296,799 airline seats are scheduled from the UK between October 2026 and March 2027. - That schedule represents a 5% decline from the same period last year. - Málaga province currently has air links with 18 UK cities through eight airlines. - Turismo Costa del Sol expects nearly 3.3 million British tourists in 2026, up 2.8% from 2025. - The destination forecasts €4.629 billion in tourism revenue from the UK market in 2026, up 0.44%.

The details: - Between January and September, Málaga-Costa del Sol Airport recorded 2,526,009 passenger arrivals from the UK, up 4% year over year. - Those arrivals made up 82.7% of all UK arrivals at Andalusia’s airports. - Hotels on the Costa del Sol recorded 904,241 British guests, up 3.6%. - Those guests generated 4,496,347 overnight stays, up 3.1%. - The UK remains the destination’s leading international source market for hotel accommodation. - Turismo Costa del Sol has set aside €1 million for its WTM participation and an advertising campaign in London. - The organization has a 250-square-meter stand at WTM with 120 co-exhibitors. - The stand also includes a food and drink area featuring products from Sabor a Málaga, the province’s local food brand. - The business agenda includes more than 30 confirmed meetings with travel agencies, tour operators, airlines and other tourism stakeholders. - The schedule also includes meetings with technology companies and specialist media.

Between the lines: - The seat decline signals pressure on short-haul capacity, but Costa del Sol is trying to protect demand by leaning into higher-yield tourism. - The destination is also using WTM to reinforce year-round travel, not just peak-season beach demand. - Culture, nature, gastronomy, golf, sport and wellness are being positioned as reasons for repeat or longer visits. - The strategy reflects a broader effort to spread visitor activity more evenly across the year and support steadier employment across the province.

What’s next: - Turismo Costa del Sol will use its London meetings to deepen commercial ties with airlines, distributors and media. - The organization will keep promoting the destination as a year-round market for leisure and business travel. - The British market is expected to remain a core focus as the province works to hold demand despite lower seat capacity.

The bottom line: - Costa del Sol wants fewer but better UK visitors: longer stays, higher spend and more balanced tourism across the year.