Nerja is reinforcing its position as a key destination for British tourists, as evidenced by its participation in the 47th World Travel Market (WTM) London. Mayor José Alberto Armijo and Tourism Councillor Ana María Muñoz highlighted a significant increase of nearly 30% in visitors from the United Kingdom compared to the same period last year, with 44,000 British tourists accommodated in local hotels since January 2026.
These figures position Nerja as the municipality in the province of Málaga with the highest percentage growth in visitors, further establishing its reputation as a leading tourist destination on the Costa del Sol. “These positive figures demonstrate the favourable evolution of this market and the appeal that Nerja holds for visitors from the UK,” stated Armijo, who emphasised the importance of the town's presence at WTM London 2026, describing it as a strategic opportunity to promote the destination in one of its priority international markets.
Meanwhile, Councillor Muñoz detailed that the municipality is promoting itself in London with the campaign “Nerja, Paradise on the Costa del Sol.” This initiative includes joint actions with the regional government of Andalusia and Tourism and Planning Costa del Sol, featuring a dedicated space at the London ExCeL Exhibition Centre. Additionally, the campaign is supported by the Nerja Caves Foundation through advertisements in the newspapers City AM and Sur in English.
Meetings have also been held with British tourism companies, notably Jet2Com and Jet2Holidays. “Nerja continues to focus on a tourism promotion strategy that goes beyond sun and beach, committed to diversifying its offerings and highlighting its natural, cultural, and heritage attractions, as well as its experiences, gastronomy, leisure, and quality of life,” concluded Ana María Muñoz.
