Brit boost: Costa del Sol businesses have reasons to look forward to 2027

The Costa del Sol is returning from London with encouraging signs for its overseas tourism market, giving local businesses grounds for optimism about 2027.

Turismo Costa del Sol held more than 50 meetings with airlines, tour operators and travel agencies during the World Travel Market. More than 120 co-exhibitors joined them. Meetings included British Airways, Jet2, TUI, easyJet Holidays, Thomas Cook, Expedia and Hays Travel. The latest campaign builds on previous efforts to attract more British tourists to the Costa del Sol.

The feedback was more than positive. Jet2 reported a 13 per cent rise in holiday packages for summer 2026 and a 9 per cent increase in bookings for 2027. EasyJet Holidays said customer numbers had grown by almost 19 per cent, while Thomas Cook reported rises of 26 per cent in bookings and 25 per cent in passengers. British Airways does not plan to reduce its operations.

The UK is the Costa del Sol’s leading international source market. The tourism board expects around 3.3 million British visitors in 2026, generating an estimated €4.629 billion locally.

Golf and experiences create new opportunities

A separate programme of 25 specialist golf tourism meetings promoted the Costa del Sol as a golf destination, seeking partnerships and visitors outside the busiest holiday months. The region’s appeal to British golf travellers provides another opportunity for local businesses.

Culture, gastronomy, nature, luxury breaks and experiences in inland towns were also discussed. The strategy is to attract visitors who stay longer, spend more and support businesses throughout the year.

International visitors take on added importance

The positive UK outlook comes as the high-speed railway between Madrid and Andalucia remains suspended following the Urda rail disaster. Adif’s latest network information provides updates on the continuing disruption to Malaga’s high-speed rail connections.

The disruption could make some Spanish visitors reconsider trips to Malaga if other destinations are easier to reach. It adds to the importance of international holidaymakers flying into Malaga Airport. British travellers are already leading the airport’s international market, although overseas demand cannot be assumed to replace any loss in domestic visitors.

British travellers are booking later and paying closer attention to prices, tourism officials said. However, with operators reporting solid interest and opportunities to expand capacity, the message for Costa del Sol businesses is hopeful: Britain remains keen, and 2027 offers fresh opportunities.