Why Benalmadena is lighting up Piccadilly Circus this week

If you pass through Piccadilly Circus this week, just below the glittering billboards you may spot a slice of the Costa del Sol glowing against London’s grey November skies. Benalmadena is in the capital to win over its most loyal visitors.

Benalmadena brings Costa del Sol warmth to London

Thousands and thousands of Brits have long held a soft spot for Benalmadena, and the town is returning the affection. From November 3 to 5, its tourism team is at World Travel Market (WTM) at ExCeL London, a major trade fair where travel companies and destinations meet. Benalmadena is attending with Turismo y Planificacion Costa del Sol, the tourism body that promotes the coast in Malaga province.

WTM connects more than 45,000 professionals from over 180 countries, the perfect place to get noticed.

Why British visitors matter so much

Visitors from the UK make up Benalmadena’s main international market, and the figures show why. Benalmadena welcomed 134,985 British guests in hotels between January and July 2026. July alone brought 25,853, which is 9.4% more than in July last year.

British holidaymakers also clocked up 200,665 overnight stays in hotels and tourist apartments during the first three months of the year. That is why the town keeps in regular touch with UK travel professionals, aiming to draw visitors in every month of the year rather than only the summer.

A Piccadilly Circus moment

Benalmadena’s tourism imagery appears in Piccadilly Circus, one of London’s best-known and busiest spots. Residents and visitors will see it to support the business meetings taking place at the fair.

Talks with easyJet holidays and Jet2 Holidays

Representatives from easyJet holidays and Jet2 Holidays, two of the UK’s best-known package holiday companies, are due to meet the Benalmadena team at the Costa del Sol stand. Talks will cover what is new in the destination, how the British market is changing, and ways to work together on promotion and sales.

Benalmadena has nine kilometres of coastline, and its beaches hold three Blue Flags in 2026. The marina has one too. A Blue Flag is an international award for clean, safe and well-managed beaches.

Visitors will also hear about the Senda Litoral (coastal walking path), seaside viewpoints, boating and watersports, and the seafront promenades. Each of the three main areas has its own character:

Benalmadena Pueblo: the old village, with whitewashed streets, history and local traditions.
Arroyo de la Miel: a busy area for shopping, restaurants and leisure.
Benalmadena Costa: home to the beaches and the marina.

The team will also promote its online Destination Management System, a tourist information platform that is available in English.

Expats living nearby could see more British visitors passing through, great news for local shops, restaurants and bars. Friends and family back home may find a few more reasons to book that visit.