The German tourism market is setting a record for Costa del Sol, which welcomed 1,008,218 passengers from Germany at the Málaga-Costa del Sol Airport in 2025, marking a 2.7% increase from the previous year. This growth translates into even more promising statistics for the province of Málaga, which received 812,640 German tourists, representing a 1.1% increase and an economic impact of €1,409.2 million, climbing 9.9% compared to 2024. Additionally, German tourism created 15,284 jobs in the province, up 14.7%, with nearly four in ten German travelers staying in hotels and apartments along the Costa del Sol, resulting in over 1.6 million overnight stays.

Due to these impressive figures, Turismo Costa del Sol plans to attend the ITB Berlin 2026 with its own stand, increased investment, and a stronger presence: a 235 square meters space and roughly €450,000 investment, which is €200,000 more than the last edition. The delegation, composed of around 50 professionals, including representatives from municipalities and co-exhibiting companies, will launch a high-impact campaign on large screens in Berlin for a month, feature Andalucía’s institutional presence at the stand, and promote local products under the brand Sabor a Málaga. The fair, scheduled for March 7 to 11, anticipates about 30 meetings with airlines, tour operators, and travel agents, along with discussions with Spanish tourism offices to enhance connectivity and solidify Costa del Sol’s position as a preferred destination for the German market.

Salado emphasized that the German market remains the second largest international emitter for the destination, after the United Kingdom, and stressed the importance of continuing to persuade German tourists that Costa del Sol is the best vacation option year-round. With these statistics and the ongoing internationalization strategy, Costa del Sol strengthens its leadership in Andalucía and continues to enhance its appeal to visitors from Germany, a crucial market for the region’s tourism governance.