The municipality of Torremolinos has launched an intensive agenda of actions and contacts at the World Travel Market (WTM), the world's most important international tourism fair held in London. The main objective is to consolidate the British market, which shows a particular preference for the town, representing 20.8% of Britons visiting the province of Malaga.
Tourism from the United Kingdom was key to last year's positive figures, with a 13% growth reaching 229,018 travelers and 1,309,418 overnight stays. British visitors constituted the main market share, accounting for 24.1% of registered overnight stays.
The growth of the British market continues in 2026. As of September, Torremolinos has welcomed 188,007 travelers from the United Kingdom, a 0.9% increase compared to the same period in 2025. Currently, the UK is the second-largest market in terms of hotel travelers registered in Torremolinos, with 19.5% of the total, only behind the national market. One in every five British travelers staying in hotels in the province of Malaga chooses Torremolinos.
Regarding overnight stays, as of September, there are 1,048,007 stays by British travelers in the local hotel sector. 23.3% of hotel overnight stays by travelers from the United Kingdom in the entire province of Malaga are generated in hotels within the municipality.
In addition to the sun and beach segment, Torremolinos is promoting other attractions in London such as sports tourism, active and hiking tourism, family tourism, and gastronomy, aiming to diversify its offering.
The impact of the tourism industry is reflected in hotel employment: as of September, establishments had an average of 3,424 workers, and the occupancy rate per room reached 73.6%. Hotel profitability indicators are also growing, with an average daily rate (ADR) of 135.70 euros (9.7% more than in 2025) and revenue per available room (REVPAR) of 110.5 euros (10.4% more).
The contact agenda in London includes meetings with tour operators such as Rainbow (Poland), the accessible tourism platform Tur4all, and receptive agencies like Guest Incoming. They will also meet with hotel chains such as Leonardo Hotels, MedHotels, Grupo Pierre & Vacances, Ibersol Hoteles, and Hoteles Sandos.
Other scheduled meetings include one with the Consul General of the United Kingdom in Barcelona, Lloyd Millen, and with Exceltur, an association of tourism sector companies. The sports tourism segment will be reinforced through contacts with specialized companies, and meetings will be held with Ávoris, the travel division of the Grupo Barceló.
The high digitalization of the British market is highlighted, with most bookings made online, reflecting consumer confidence in digital tools for travel management.
The World Travel Market brings together over 5,000 exhibitors and 35,000 professionals, offering networking opportunities and analysis of global trends.
