Málaga promotes its seven «Málaga for Real» routes in London
The city attends the World Travel Market with its own stand and meetings with TUI, EasyJet Holidays and Fred. Olsen until Thursday, November 5.
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Photo: Comunicación Ciudad de Málaga
The British market remains the city's number one and the London event is its showcase. Málaga is taking part from this Tuesday, November 3, until Thursday, November 5, in the World Travel Market (WTM) in London, at the ExCeL London Exhibition Centre, with its own stand and a schedule of meetings with operators, platforms, airlines and specialised media, according to a statement from the Málaga City Council.
The main promotional novelty is «Málaga de verdad / Málaga for Real», an initiative presented in May and framed within the Tourism Sustainability Plan for Destinations. It proposes seven themed routes: the fishing neighbourhoods of Pedregalejo and El Palo; Soho and its urban art; stately and port Málaga; the historic neighbourhoods of La Trinidad, El Perchel and Lagunillas; industrial heritage and innovation; natural spaces; and the old wine presses of the Montes de Málaga. The aim is to broaden knowledge of the city and encourage a more balanced distribution. The other novelty is Málaga's European Capital of Gastronomic Culture, which will be promoted as a distinctive element of the offer.
The weight of the British traveller
Between January and September 2026, 143,432 British travellers arrived in the city, 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. In 2025 the British market was the city's number one, with 182,099 travellers and 439,089 overnight stays, and accounted for 22.9% of international tourism spending, with an average spend of 188 euros per visitor.
Connectivity sustains that position: Málaga maintains connections with 17 British cities and the Aeropuerto de Málaga-Costa del Sol received 2,526,009 passengers from the United Kingdom between January and September 2026, 4.02% more. Three months ahead there are 639,171 seats booked from the United Kingdom, according to ForwardKeys with October 2026 data.
Stand and companies
The municipal stand occupies space S3-420, in the Europe-Mediterranean area, with 24 square metres and a work area for meetings. Four companies from the capital will be able to hold their appointments there: Alegría Flamenco, Calypso Tours, Viajes Newtourvis and Viajes Master Internacional. The schedule includes meetings with TUI Group, EasyJet Holidays, Fred. Olsen Cruise Lines, Food & Travel Magazine, «The Life of Luxury», Tripadvisor and content creator Cass Pearse, as well as contacts with Turespaña.
The delegation is headed by the deputy councillor for Tourism and City Promotion, Jacobo Florido. The presence is part of the Plan Estratégico de Turismo de Málaga 2026-2029.
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