The Costa del Sol is establishing itself as a prime destination for beachgoers in Europe. According to the latest findings from Travellyze, a prominent tool for tourism analysis in the region, Málaga province continues to thrive due to the loyalty and satisfaction of its visitors.

The report, which draws from over 20,000 surveys of leisure tourists from key European markets, shows that its exceptional climate, quality beaches, and well-maintained environment are key factors in the destination’s appeal. Countries like the UK, Germany, and the Nordic nations exhibit high loyalty, affirming the region as a vital tourism engine.

“The beach tourism product has historically been a driving force for our province. Its steady growth ensures influx, employment, and economic vitality throughout the tourism value chain,” stated Esperanza González, CEO of Turismo Costa del Sol. Besides the pleasant weather and beaches, satisfaction with additional features such as local cuisine, outdoor activities, and destination accessibility has seen an upward trend. Robust hotel infrastructure and the digitization of booking processes have been crucial for maintaining competitiveness and adapting to evolving traveler demands.

The profile of tourists visiting the Costa del Sol is mostly adults with a high level of education, spending an average of 1,000 to 10,000 euros per trip. The British market stands out for its purchasing power and longer stays. Though the province has diversified towards cultural, sporting, and culinary segments, the beach remains its hallmark. González added, “Our climate and coastline offer distinctive advantages that strengthen our position in international markets. The key is to continue evolving without losing our essence.”

The report also highlights opportunities for improvement in the repeat visit rate, particularly in the British market, where 30% of respondents indicated they did not intend to return, compared to 22% in Germany and 15% in the Nordic nations. The good reputation of the Costa del Sol and its strong national and international visibility reinforce its leadership in beach tourism, one of the most resilient sectors globally. Trends indicate a growing interest in outdoor activities, local gastronomy, and well-preserved natural spaces, providing a solid foundation for continued prominence.

“Demonstrating resilience and flexibility has been our great strength. We will keep working so that the Costa del Sol is not only chosen but also remembered and recommended,” concluded González.