- In 2024, the Costa del Sol reached historic figures with 14.47 million visitors and an economic impact of 21,223 million euros, consolidating itself as a leading tourist destination.
- At FITUR 2025, the Costa del Sol will reaffirm its leadership as an innovative and sustainable destination, with a prominent participation in the most important international fair in the sector.
Panoramic aerial view in Malaga (Credit: Shutterstock)
Malaga, January 31, 2025.- The Costa del Sol has consolidated its position as a benchmark tourist destination in 2024, offering a wide variety of experiences ranging from sun and beach tourism to cultural, sports and nature options. With an environment that fuses beaches, mountains and picturesque villages, the province offers a wide range of activities for all types of travelers, including golf, water sports and hiking to gastronomy and tours of important historical sites, all with a responsible approach to the environment and the inhabitants.
The Costa del Sol has recorded historic figures in 2024 with a total of 14.47 million visitors, 3.17% more than in 2023, and an economic impact of 21,223 million euros, 10.9% higher than the previous year, marking an unprecedented milestone for Malaga's tourism industry.
Among the data in the annual balance, the regulated supply of tourist accommodation has grown by 13.5%, reaching 659,030 available places, as well as the significant increase at Malaga-Costa del Sol Airport, with 12.4 million passengers, 11.7% more than in the previous year. In terms of employment, the tourism sector has employed 137,408 people, which represents an increase of 7%.
International tourism has been key to these results. International travellers staying in hotels and apartments have increased by 6.9%, highlighting markets such as the United States, which grew by 26.1%; Italy, with an increase of 23.3%; and Ireland, with 19.9% more visitors. For its part, RevPAR stood at 94.85 euros, 5.32 euros more than in 2023.
Francisco Salado, president of the Malaga Provincial Council and Costa del Sol Tourism, stated: "We are celebrating a historic year that reflects the joint effort of professionals and public administrations. These results highlight the strength of the Costa del Sol as a leading destination, but we cannot relax. We will continue to work to meet the challenges of 2025 and maintain our leadership."
Although 2025 presents uncertainties due to the international situation, the destination faces the future with optimism thanks to the increase in air supply, which forecasts a 10.7% increase in seats offered for the first four months of 2025. In addition, the promotional strategy has a budget of 17.5 million euros, 15% more than in 2024, which will allow nearly 200 promotional actions to be carried out focused on key markets and tourists with high purchasing power. The plan also includes significant investments in strategic segments such as golf tourism, with 1.3 million euros; luxury tourism, with 740,000 euros; and MICE tourism, with 500,000 euros. Likewise, it will continue to be committed to innovation and sustainability through tourism intelligence and development projects to improve the competitiveness and sustainability of the destination.
The success of the Costa del Sol lies in its ability to attract a wide range of travellers thanks to the diversity of tourism segments it covers. Sun and beach tourism continues to be a fundamental pillar, with visitors attracted by its more than 160 kilometres of coastline and beaches of certified quality. However, the destination has also experienced notable growth in strategic segments such as luxury tourism, which has seen an 18% increase in the arrival of high-net-worth travellers, and golf tourism, which in 2024 reached 600,000 players, consolidating the Costa del Sol as the "Golf Coast" of Europe.
In addition, cultural tourism has gained prominence with a 12% increase in visits to museums and heritage spaces, while nature and adventure tourism has attracted a younger and more active audience, especially on hiking, cycling and bird-watching routes. This diversified approach not only expands the attractiveness of the destination, but also contributes to its sustainability, distributing the tourist flow in a balanced way throughout the year and in different areas of the province.
Costa del Sol Tourism showcased at the most important international tourism fair
The Costa del Sol had an outstanding participation in FITUR 2025, reaffirming its leadership as an innovative and diverse destination in one of the world's key tourism fairs.
FITUR 2025, held from January 22 to 26 at IFEMA Madrid, marked a record-breaking edition with the participation of more than 900 companies from 152 countries and an attendance of 153,000 visitors. This edition stood out for its strong emphasis on sustainability and technology, showcasing innovative solutions to minimize the environmental impact of tourism and drive technological advancements in the industry.
Costa del Sol Tourism Bureau carried out an intensive schedule of activities at FITUR, including strategic meetings, press conferences, and an overview of national market forecasts. The organization also supported key parallel events, such as the presentation of the Starlite and Marenostrum festivals and the naming ceremony of a cruise ship as part of its cruise tourism promotion efforts.
The agenda also included the participation of other municipalities from Málaga, which hosted their own press conferences, further enriching Costa del Sol’s global tourism offering. These efforts reinforce the destination as a reference point for a wide variety of tourism segments, crucial for combating seasonality.
One of the highlights was Francisco Salado's presentation of “Huella Zero Costa del Sol” (zero footprint) certification, an initiative that rewards sustainable tourism practices and strengthens the commitment to responsible tourism.
With an optimistic and ambitious outlook, the Costa del Sol closes a historic 2024 and is preparing to face the challenges and opportunities of 2025 with a renewed commitment to excellence and sustainability, kicking off with a successful participation in Fitur 2025.