Torremolinos seeks to consolidate the British tourist at London's WTM
The municipality attends the London fair, from November 3 to 5, with an agenda of contacts to maintain a market that provides 24.1% of hotel overnight stays.
InforMálaga newsroom
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Photo: Ayuntamiento de Torremolinos
Torremolinos returns once again to the World Travel Market (WTM) in London, the international tourism fair held from Tuesday, November 3 to Thursday, November 5, with the aim of building loyalty among the British market, its main source of international tourists. The municipal delegation is holding an agenda of meetings these days with tour operators, hotel chains and industry associations.
The weight of the British visitor in the municipality is high. In 2025, 229,018 travellers from the United Kingdom arrived, 13% more than the previous year, and generated 1,309,418 overnight stays, 24.1% of the total recorded in Torremolinos and ahead of the domestic market. In addition, one in five Britons staying in hotels in the province of Málaga chooses the municipality, according to the Ayuntamiento de Torremolinos.
The trend continues in 2026. Up to September, hotels in the town have recorded 188,007 British travellers, 0.9% more than in the same period the previous year, and 1,048,007 overnight stays. The United Kingdom is the second market by volume of hotel travellers, with 19.5% of the total, only behind the domestic market, and 23.3% of the British overnight stays in the entire province have taken place in Torremolinos.
Contacts with tour operators and chains
The delegation's agenda includes meetings with Rainbow, a tour operator from Poland, an emerging market with direct flights from its main cities; with Tur4all, a platform specialising in accessible tourism; with the receptive agency Guest Incoming; and with hotel chains with establishments in the municipality such as Leonardo Hotels, MedHotels, Grupo Pierre & Vacances, Ibersol Hoteles and Hoteles Sandos. Meetings are also planned with the UK consul general in Barcelona, Lloyd Millen, with the Exceltur association and with Ávoris, the travel division of Grupo Barceló.
Alongside sun and beach, the municipality is presenting other segments in London such as sports tourism, active and hiking tourism, family tourism and gastronomic tourism. The fair brings together more than 5,000 exhibitors and 35,000 industry professionals.
Employment and hotel profitability accompany these figures. Up to September, the municipality's hotel establishments employed an average of 3,424 workers, with an occupancy rate by places of 73.6%. The average daily rate (ADR) stood at 135.70 euros, 9.7% more, and revenue per available room (REVPAR) reached 110.5 euros, 10.4% more than in the same period of 2025.
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