Costa del Sol shatters tourism records in 2025

A strong year for the Costa del Sol sees more visitors, more spending, and more jobs

After seeing plenty of international publications claim that Spain, and the Costa del Sol in particular, is ‘no longer popular,’ complete with images of empty beaches (from winter, pretending to be summer!), the reality couldn’t be more different. In 2025, the Costa del Sol welcomed 14.65 million visitors and generated €21.8 billion in tourism revenue, breaking yet another record. That’s 171,000 more tourists than in 2024, while income grew even faster at 2.8%.

One of the most important figures for the area is the number of jobs the tourism industry provides. The sector now employs 152,162 people, up 10% from 2024, the highest ever in Andalucía. Hotels are a little less full, with average occupancy at 75%, but profitability is rising. Revenue per available room grew 7.2% to €108.2, while the total number of registered places to stay reached 701,994. This reflects the ongoing investment and new hotel openings.

Airport traffic and cruise visitor numbers also show tourism is growing. Málaga-Costa del Sol airport handled 13.3 million passengers, up 7.3%, and cruise arrivals jumped 32%, with many visitors using Málaga as a base to explore neighbouring provinces like Granada, Córdoba, and Sevilla.

Francisco Salado, president of Turismo Costa del Sol, highlighted that the region’s strategy is all about quality over quantity. Even with slight dips in hotel occupancy, the focus on better experiences, year-round openings, and more stable staffing means tourism is more profitable and sustainable than ever.

The outlook for 2026 is positive as well. Airlines are offering 4.4 million seats between January and April, a 6% increase, and the region continues to attract visitors from the UK, Germany, the Netherlands, Italy, and France. They are also trying to draw tourists from the US, Canada, and Asia, with new flight routes from Shanghai, Atlanta, and Miami being explored.

Even with international uncertainty and inflation, the Costa del Sol has shown it can grow steadily and sustainably. At the same time, locals will be watching to see if the government will introduce new measures to continue to manage mass tourism and ease pressure on the property market.

Image: Archive