Benalmádena has recently wrapped up its presence at the World Travel Market (WTM) in London, one of the leading international tourism fairs. The municipality showcased its tourism offerings to the British market, which is vital for the Costa del Sol, with a significant number of visitors recorded.
During the event, images of Benalmádena were projected on the iconic screens of Piccadilly Circus, enhancing the visibility of the destination. The municipality reported that between January and July 2026, there were 134,985 British travellers who stayed in local hotels, reflecting the importance of this market.
Statistics indicate that from January to September 2026, Benalmádena recorded 1,103,463 overnight stays by British tourists, solidifying the UK as the top source market for hotel stays, accounting for 36% of the total. Furthermore, nearly one in four overnight stays by British tourists in the province of Málaga (24.5%) occurred in Benalmádena, underscoring the municipality's status as a key destination on the Costa del Sol.
The local delegation, which included Benalmádena's mayor, Juan Antonio Lara, and the councillor for tourism, Presentación Aguilera, participated alongside Turismo y Planificación Costa del Sol to promote the destination internationally. The event also featured the English version of the Benalmádena Destination Management System, a tool designed to assist international visitors in accessing information about local tourist resources, services, and experiences.
Throughout the fair, Benalmádena emphasised the diversity of its tourism offerings, which include beaches, cultural heritage, gastronomy, natural spaces, and leisure activities across its three urban areas: Benalmádena Pueblo, Arroyo de la Miel, and Benalmádena Costa. The participation in the WTM is part of Benalmádena's ongoing efforts to promote tourism in international markets, with a particular focus on the British market due to its significance for local tourism activities.
