The Costa del Sol has emerged as a standout tourist destination in 2024, attracting a record 14.47 million visitors—a 3.17% increase from the previous year. This surge has generated an impressive economic impact of 21.2 billion euros, marking a 10.9% rise and setting new milestones for the region’s tourism sector.
Nestled between sun-kissed beaches, scenic mountains, and charming villages, the Costa del Sol caters to a diverse array of travellers. The province offers numerous activities, from golf and water sports to hiking and culinary tours, all while prioritising environmental responsibility and community engagement.
Tourism officials report a significant growth in accommodation availability, with a 13.5% increase in regulated tourist lodging, totalling 659,030 places. Malaga-Costa del Sol Airport also saw a substantial increase, welcoming 12.4 million passengers—an 11.7% rise compared to 2023. The tourism sector has created 137,408 jobs, reflecting a 7% growth in employment.
International tourism played a pivotal role in these successes, with foreign travellers in hotels and apartments rising by 6.9%. Notably, the United States, Italy, and Ireland recorded impressive increases in visitor numbers, with the U.S. seeing a 26.1% surge. Additionally, the average revenue per available room (RevPAR) increased to 94.85 euros, up by 5.32 euros from the previous year.
Francisco Salado, president of the Malaga Provincial Council and Costa del Sol Tourism, heralded the year as historic, attributing the success to the collaborative efforts of professionals and public institutions. He emphasised the need for continued diligence as the region prepares for the challenges of 2025.
Looking ahead, the Costa del Sol remains optimistic despite uncertainties in the international landscape. The region anticipates a 10.7% increase in air travel capacity for the first quarter of 2025. To support this growth, a promotional budget of 17.5 million euros has been allocated, enabling nearly 200 marketing initiatives aimed at key markets and affluent tourists. Strategic investments in luxury tourism, golf tourism, and MICE (meetings, incentives, conventions, and exhibitions) tourism also feature prominently in the plan.
The Costa del Sol’s allure lies in its diverse tourism offerings. While sun and beach tourism remains a cornerstone, the region has seen notable growth in luxury and golf tourism, with high-net-worth travelers increasing by 18% and golf participation reaching 600,000 players. Cultural tourism has also gained traction, with a 12% rise in visits to museums and heritage sites, while nature and adventure tourism have attracted a younger demographic, particularly through hiking and cycling routes.
The Costa del Sol showcased its commitment to innovation and sustainability at FITUR 2025, one of the world’s leading tourism fairs, held in January. This year’s edition was unprecedented, featuring over 900 companies from 152 countries and attracting 153,000 visitors. The Costa del Sol Tourism Bureau engaged in a robust agenda of strategic meetings and promotional events, including the unveiling of the “Huella Zero Costa del Sol” certification, which rewards sustainable tourism practices.
As 2024 concludes, the Costa del Sol is poised to tackle the opportunities and challenges ahead, underpinned by a commitment to excellence and sustainability, bolstered by a successful presence at FITUR 2025.