La Axarquía takes its tourist experiences to the WTM fair in London

Topics Mancomunidad de Municipios de la Costa del Sol Axarquía

The Mancomunidad will promote the region's offer from November 3 to 5 at ExCeL London, with experiences as the main focus.

M. Marta L. · Published on October 28, 2026 at 08:28

Cuatro personas de pie junto a una pantalla vertical con el cartel de la feria WTM de Londres, ante un fondo con logotipos. — Photo: Mancomunidad de Municipios de la Costa del Sol-Axarquía

The Costa del Sol Axarquía region will have its own presence at the World Travel Market (WTM) in London, one of the main international events in the tourism sector. The Mancomunidad de Municipios de la Costa del Sol-Axarquía will attend the fair, held from November 3 to 5, 2026 at the ExCeL London venue, with the aim of strengthening the destination's international positioning and boosting the marketing of its offer.

Experiences and local products

The promotion is built around experiences, under the slogan «Experiences for everyone. Enjoy Costa del Sol Axarquía». The offer presented places emphasis on the alminares, the uva pasa, heritage, nature and active tourism, and includes proposals for cycling tourism, golf, campings and activities linked to the different municipalities of the region. Alongside the resources, the Mancomunidad will give visibility to the tourism business fabric: accommodations, restaurants, bodegas, activity companies and tourist guides, always within the offer linked to the Registro de Turismo de Andalucía. According to the institution, this line seeks to foster public-private collaboration and connect municipal resources with companies in the sector.

Material in English and QR codes

The Tourism spokesperson of the Mancomunidad, Juan García, has explained that the institution will have promotional material in English for each municipality, accessible through the QR codes developed by the Mancomunidad, as well as leaflets and resources provided by the town councils. These tools will allow users to consult tourist information, the main attractions and the activities of each locality. The presence at the WTM will take place both in the networking areas and at the information desks set up in the Turismo Costa del Sol and Junta de Andalucía spaces, which will facilitate contact with sector professionals.

Statements

The president of the institution, Jorge Martín, has stated that the commitment to experiences allows showing «a diverse, authentic Costa del Sol Axarquía region capable of offering the visitor much more than sun and beach». García has stressed the importance of the event due to the number of international agents who attend and because the British are, as he has stated, the main tourism driver of the province of Málaga.