€1.4 billion boost as Germany builds Costa profits

The Costa del Sol is reaping major rewards from its efforts to attract German tourists, with strong growth in visitor numbers, longer stays, and significant economic benefits.

At ITB Berlin, the world’s leading travel trade show after Madrid’s FITUR, celebrating its 60th anniversary in 2026, Turismo Costa del Sol made its fourth consecutive year at the fair with a dedicated 235-square-metre stand.

Budget doubles as Turismo Costa del Sol doubles down

The organisation invested nearly €450,000 (a substantial increase from the previous year’s €250,000) in the fair presence and a month-long promotional campaign in the German capital. The high-visibility show, featuring large-format screens in prominent Berlin locations, is projected to deliver over 7.2 million impacts, strengthening enormously the destination’s appeal in this crucial market. The campaign emphasises unique, memorable experiences, placing the Costa del Sol as a top choice for quality tourism with high spending power.

President of Turismo Costa del Sol, Francisco Salado, expressed Germany’s strategic value as the second-largest international source market for the region, behind only the United Kingdom. He pointed to upcoming connectivity gains: 421,000 air seats from Germany between March and June 2026, linking 14 German cities via six airlines. These improvements build on recent successes in route expansion and airline partnerships, which have helped drive consistent growth.

German tourists worth €1.4 billion to region

In 2025, the Costa del Sol welcomed over 812,000 German visitors, reaching a historic milestone as arrivals at Malaga-Costa del Sol Airport surpassed one million German passengers for the first time ever. These holidaymakers generated €1.409 billion in economic impact, a roughly 10 per cent increase over the previous year, with revenue growth outpacing the rise in visitor numbers. This reflects higher spending and greater profitability for local businesses. German tourists spent an average of €176 daily and stayed over eight days on average, contributing to more sustainable, higher-value tourism. German tourism also supported over 15,000 jobs in the province, including more than 10,000 direct roles in hospitality and services.

Torremolinos favourite with Germans

Torremolinos leads the province in German overnight stays, recording over 366,000 in 2025 and welcoming around 60,000 German visitors. This represents about 20 per cent of German holidaymakers in Spain choosing the Costa del Sol, providing an essential boost to the local economy. Other towns, such as Rincon de la Victoria and Marbella, are also actively promoting to German audiences, with tailored strategies to extend stays year-round.

With global obstacles, including geopolitical tensions in the Middle East affecting travel patterns, the Costa del Sol has positioned itself as a safe, reliable, and diverse destination. Regional leaders are aiming for ambitious targets in 2026, including up to 1.3 million German visitors and over €1.8 billion in economic impact. With strong air links, quality offerings, and targeted promotion at events like ITB Berlin, the Costa del Sol continues to maintain its status as a number one choice for German travellers seeking sun, culture, and great value for money.