Costa del Sol has established itself as a preferred destination for German tourism, fueled by a historic investment of one million euros in promotional activities throughout the year, representing a 42% increase compared to the previous year. This initiative aims to strengthen the area’s presence in Germany, a key market for the province.
The announcement occurred during the opening day of the ITB Berlin fair, a significant event in the tourism sector where Costa del Sol Tourism has had a noteworthy presence.
The destination features its own stand for the third consecutive year, expanding its exhibition area to 235 square meters, which will allow businesses to conduct a more effective meeting agenda. The specific investment for the fair amounts to 250,000 euros, increasing by 100,000 euros compared to 2023. Costa del Sol also maintains its visibility at the Andalucía stand.
Francisco Salado emphasized the importance of this participation: “Our participation in ITB is crucial to strengthen the growth of German tourism in our destination, a market that has proven to be strategic due to its high spending and loyalty.”
During ITB, the destination will launch an extensive advertising campaign, which includes promotions on twenty buses, sixteen mupis, and five large-format screens. Additionally, around 30 strategic meetings with airlines, tour operators, travel agencies, and specialized media are scheduled to enhance connectivity and positioning.
Key contacts include Edreams, Tui, and Expedia.
Data from 2024 supports this strategy, with 803,000 German tourists visiting Costa del Sol, marking a 9.9% increase from the previous year. The economic impact of this market reached 1.281.9 million euros, growing 15.4%. However, a slight reduction of 1.6% in the availability of flight seats from Germany is expected over the next six months. Salado concluded, “This investment demonstrates our strong interest in consolidating German tourism in Costa del Sol, ensuring that our destination remains one of their preferred choices.”
