During Fitur 2026, Turismo Costa del Sol announced an investment of €1.8 million, 20% more than last year, aimed at strengthening the domestic market.

The organization will hold around fifty professional meetings during Fitur with the aim of recovering market share.

Turismo Costa del Sol will invest €1.8 million this year in promotional activities aimed at the domestic market, representing a 20% increase compared to 2025. The main goal of this strategy is to recover the domestic tourism market share, which has declined over the past two years. The organization will hold around fifty professional meetings during Fitur to support this recovery and strengthen strategic relationships with operators and industry agents.

This was announced by Antonio Díaz, Managing Director of Turismo Costa del Sol, during the first day of Fitur, one of the most important professional tourism fairs at an international level. According to Díaz, “We attend this fair with the aim of recovering the domestic market, which has fallen from 44% to 37% market share over the past two years.” In 2025, it is estimated that 5,505,000 domestic tourists visited the province of Málaga, representing a 5.1% decrease compared to 2024.

In terms of economic impact, domestic tourism generated €6.369 billion on the Costa del Sol, 1.3% less than the previous year. However, the organization highlights positive indicators regarding the perception of the destination. “The satisfaction level of domestic visitors remains very high,” Díaz noted. In this regard, 44.2% of tourists reported being very satisfied with their holidays on the Costa del Sol, while 55% said they were satisfied. Only 0.8% expressed a level of satisfaction below expectations.

Online search data for the destination and forecasts for air seat availability in the coming months are also positive. A total of 6,983,716 searches were recorded, 34.3% more than in the same period last year. Regarding air connectivity, 749,757 seats will be offered from domestic destinations, representing a 0.64% year-on-year increase. “With this overview, we attend Fitur focusing on actions that allow us to attract higher-quality tourists, with longer stays and greater spending,” the Managing Director stated.

Turismo Costa del Sol arrives in Madrid with a significant institutional presence and an investment effort of around €400,000. The destination is represented at the Andalusia Pavilion, alongside approximately 200 companies, 60 municipalities, and around 600 tourism professionals, with around 50 scheduled meetings with agents, tour operators, and other key players in the sector.

Looking ahead to 2026, the organization will carry out around 30 national promotional activities, including participation in fairs such as Sevatur, Navartur, Expovacaciones, Tierra Adentro, B-Travel, and Intur, as well as commercial events and direct actions with industry professionals. One of the strategic priorities will be to strengthen the Costa del Sol’s image as a diverse destination, beyond sun-and-beach tourism. Campaigns will focus on segments such as inland tourism, golf, and cultural experiences, which are essential for combating seasonality and promoting visitor loyalty.

Among the planned initiatives are digital and TV campaigns, inspiration activities, and familiarization trips aimed at travel agents and tour operators. These actions aim not only to increase the destination’s visibility but also to strengthen commercial relationships that generate a steady flow of domestic tourists, thereby supporting the recovery of market share and ensuring a positive impact on the local economy.