Benalmádena will take part in the World Travel Market (WTM) in London, one of the leading international events in the tourism sector, taking place from 3 to 5 November 2026 at the ExCeL London venue. The municipality will be represented by Turismo y Planificación Costa del Sol, joining a gathering of destinations, tour operators, travel agencies, and professionals from various countries.
The primary goal of Benalmádena's participation is to maintain and enhance its presence in the British market, which is its main international tourism source. The event will also serve to showcase the diversity of the municipality's tourism offerings and establish professional contacts that will aid in promoting the destination throughout the year.
The significance of the UK for Benalmádena is evident in the tourism statistics for 2026. Between January and July, the municipality welcomed 134,985 British travellers staying in hotels. In July alone, there were 25,853 British visitors, marking a 9.4% increase compared to the same month in 2025. Additionally, during the first quarter of the year, British visitors accounted for 200,665 overnight stays in hotels and tourist apartments, highlighting the importance of this market to local tourism activity.
Promotional activities in London
The promotional activities planned for Benalmádena's presence in London include advertising the city on the screens of Piccadilly Circus, one of the most recognisable locations in the British capital and a hub for both residents and tourists. This initiative will project the municipality's tourism image in a highly visible international setting, presenting Benalmádena as a holiday destination and showcasing its main attractions to the British public.
This action will complement the professional participation at the World Travel Market and the planned tourism promotion activities during the fair.
Year-round tourism offerings
Benalmádena will utilise this international event to present a tourism offering that combines its nine kilometres of coastline, beaches, heritage, gastronomy, nature, culture, and leisure activities. Key attractions to be highlighted include the municipality's beaches, which in 2026 have received three Blue Flags, alongside the distinction for the Marina. The promotion will also feature coastal paths and viewpoints, as well as the Marina itself, nautical activities, and leisure options linked to the coastline.
The participation in the fair will also showcase the uniqueness of the three main areas of the municipality: Benalmádena Pueblo, known for its white streets, heritage, and traditions; Arroyo de la Miel, with its commercial, gastronomic, and leisure activities; and Benalmádena Costa, featuring its beaches and the Marina. Additionally, digital tourist information resources, including an English version of the Destination Management System, will be available to enhance the experience for international visitors.
Meetings with British tour operators
Benalmádena's agenda in London will also include professional meetings with easyJet Holidays and Jet2 Holidays, scheduled at the Turismo Costa del Sol exhibition space, as well as other engagements with representatives from the tourism sector. These meetings will provide an opportunity to present the destination's features and updates, exchange information on the evolution of the British market, and explore collaboration opportunities in tourism promotion and marketing.
Through its participation in the WTM, Benalmádena aims to maintain its presence in the municipality's primary international market, strengthen relationships with tour operators, and broaden the dissemination of its attractions as a year-round tourist destination.
