The Costa del Sol has concluded 2024 with a record 14.47 million visitors and historically high economic growth, consolidating its position as one of the world’s leading tourist destinations.
The Costa del Sol’s wide variety of experiences, which range from sun and beach tourism to cultural, sports, and nature options, helped it establish new records in 2024. Its beaches, mountains, picturesque villages, and activities, including golf, water sports, hiking, gastronomy and tours of important historical sites, made it a magnet for travellers.
A Deep-Dive into the Data
The Costa del Sol recorded historic figures in 2024 with a total of 14.47 million visitors, 3.17% more than in 2023, which generated 21,223 million euros, 10.9% higher than the previous year. These numbers mark a milestone in Malaga’s tourism industry.
The data also revealed that the regulated supply of tourist accommodation grew by 13.5%, reaching 659,030 available places. There was a 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 employed 137,408 people, which represents an increase of 7%.
International travellers staying in hotels and apartments have also increased by 6.9%, with visitors from the United States increasing by 26.1%. Visitors from Italy saw an increase of 23.3%, and visitors from Ireland increased by 19.9%. 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 could present some obstacles and uncertainties, The Costa del Sol is optimistic about the future thanks to the increase in air passenger supply, which forecasts a 10.7% increase in seats offered for the first four months of 2025.
The promotional budget has also increased to 17.5 million euros, 15% more than in 2024. This increase will allow nearly 200 promotional programmes to be carried out, focusing 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. Additionally, it will continue to be committed to innovation and sustainability through tourism intelligence and development projects, which will improve the destination’s competitiveness and sustainability.
The Costa del Sol’s success 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. The destination has also experienced notable growth in more niche sectors, such as luxury tourism, which has seen an 18% increase in the arrival of high-net-worth travellers, and golf tourism, which reached 600,000 players in 2024. This has helped consolidate the Costa del Sol’s position as the “Golf Coast” of Europe.
Cultural tourism is also garnering more attention, with a 12% increase in visits to museums and heritage spaces, while nature and adventure tourism have attracted a younger and more active audience, especially on hiking, cycling, and bird-watching routes.
This diversified approach not only expands the destination’s attractiveness but also contributes to its sustainability, distributing the tourist flow in a balanced way throughout the year and in different areas of the province.
The Costa del Sol’s participation in FITUR 2025 also reaffirmed its position as an innovative and diverse destination in one of the world’s key tourism fairs.
FITUR 2025, which took place from January 22 to 26 at IFEMA Madrid, welcomed more than 900 companies from 152 countries and 153,000 visitors. The 2025 edition stood out for its strong emphasis on sustainability and technology, showcasing innovative solutions to minimise the environmental impact of tourism and drive technological advancements in the industry.
Costa del Sol Tourism Bureau carried out an intensive FITUR schedule, including strategic meetings, press conferences, and an overview of national market forecasts. The organisation 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 municipalities from Málaga also participated, hosting their own press conferences, further enriching Costa del Sol’s global tourism offering. These efforts reinforce the destination as a reference point for various tourism segments, which is crucial for combating seasonality.
One of the highlights was Francisco Salado’s presentation of the “Huella Zero Costa del Sol” (zero-footprint) certification. This initiative 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 ready 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.
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