Tourism on the Costa del Sol hit record highs this summer, latest figures show, with Brits remaining the most important international market by far.
The statistics were presented in the 2025 Summer Tourism Report and Fourth Quarter Forecast, delivered by Malaga’s provincial president Francisco Salado and Antonio Díaz, managing director of Turismo Costa del Sol.
The figures show how more than 6.23 million visitors flocked to the Costa del Sol between June and September – a 1.2% increase on the same period in 2024.
Meanwhile, revenue from tourism reached a new peak of €8.91 billion, up 1.86% year-on-year, even as the region continues to face pressure from rising living costs.
The positive results also extended to the labour market, with job growth in hospitality and hotel services.
All of this, Salado said, comes at a time when many local residents are grappling with a ‘loss of purchasing power.’
‘We’re pleased with how the summer went, especially considering the wider economic situation,’ Salado said.
‘There’s a clear perception of slowdown. Families are under heavy tax pressure, the middle class is struggling, and that has knock-on effects across every sector, including tourism.’
He noted that tourism is ‘highly sensitive to external factors, international instability, a slowdown in property sales, rising grocery prices.’
Yet despite that, he said, the summer had been ‘good and historic’ in terms of visitor numbers, revenue, and job creation – key indicators for the region’s economy.
A large portion of this summer’s visitors arrived via Málaga Airport, which handled 5.5 million passengers.
That represents a 7.1% increase from 2024. Of these, 4.6 million were international arrivals, and 910,000 were domestic (up 11.3%).
‘That means 84% of our arrivals are from abroad. Domestic tourists often use other means – high-speed trains or private cars,’ explained Salado.
Hotel stays were also on the rise, as more than 2.6 million guests were recorded, a nearly 2% increase, with a total of 10.1 million overnight stays, up 2.5%. However, hotel occupancy saw a slight dip of 0.4%, sitting at 73.1% overall.
The UK remains the top source of airline traffic, followed by Spain. Together, they make up almost 40% of all arrivals.
Behind them are Germany, the Netherlands, France, and Italy, which collectively account for another 20%.
‘The UK keeps climbing the charts. Nordic visitors are among our best allies, and the Irish market is also growing,’ said Salado.
‘All our key markets are trending upward. The Malaga–New York route is performing well, and we’re working with Delta Airlines to establish direct connections to Atlanta and Miami, which serve high-spending travellers.’
Meanwhile, pricing trends were strong. The average daily rate (ADR) increased by 11% to €178.70, while revenue per available room (RevPAR) rose 11.5% to €150.28.
‘These results have had a hugely positive impact on jobs, especially in the restaurant and accommodation sectors,’ said Salado.
‘We’ve never seen this level of employment in tourism-related industries.’
Looking ahead to the final quarter of the year, the number of air routes into Malaga is set to grow by 5.4%, expanding from 130 to 137 connected cities.
A total of 50 airlines will continue operating, with 3.47 million airline seats scheduled between October and December – 80% of them catering to international tourists.
