Málaga brings its higher-value tourism offer to the London fair
The city will attend the World Travel Market from November 3 to 5 with its own stand and meetings with tour operators and airlines.
FJCG
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Photo: Comunicación Ciudad de Málaga
Málaga will once again attend the World Travel Market (WTM) in London, the main event for the tourism sector in the British market, which holds its 47th edition from November 3 to 5 at the ExCeL London Exhibition Centre. The city will have its own stand in space S3-420, within the Europe-Mediterranean exhibition area, according to the City Council.
A growing market
The United Kingdom remains the city's leading international market. Between January and September 2026, 143,432 British travellers arrived, 3.89% more than in the same period of 2025, and 380,493 hotel overnight stays were recorded, 16.11% more, according to the Hotel Occupancy Survey of the Instituto Nacional de Estadística (INE). The average stay rose from 2.37 to 2.65 days.
The British weight is also noticeable in spending: in 2025 it accounted for 22.9% of international tourism spending in Málaga, with an average spend of 188 euros per visitor, according to an Inmark study based on Mastercard data. The city maintains connections with 17 British cities and the airport received 2,526,009 passengers from the United Kingdom between January and September, 4.02% more.
What is being promoted
The strategy focuses on cultural, premium and luxury tourism, gastronomic tourism, meetings and events (MICE), cruises, nature and urban tourism. The main new features will be «Málaga de verdad / Málaga for Real», presented in May and with seven themed routes through neighbourhoods such as Pedregalejo, El Palo, el Soho, la Trinidad, el Perchel and Lagunillas, and Málaga's European Capital of Gastronomic Culture title.
The stand will cover 24 square metres and will host the appointments of four companies from the capital: Alegría Flamenco, Calypso Tours, Viajes Newtourvis and Viajes Master Internacional. The agenda includes meetings with TUI Group, EasyJet Holidays, Fred. Olsen Cruise Lines, Tripadvisor, Food & Travel Magazine and content creator Cass Pearse, as well as a reception at the Embassy of Spain in London.
Who is announcing it
The deputy councillor for Tourism and City Promotion, Jacobo Florido, has presented the strategy, framed within the Strategic Tourism Plan for Málaga 2026-2029.
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