The Costa del Sol, in the 'Top 10' of preferred destinations in Spain by foreigners for family travel

The Costa del Sol is synonymous with sun and beach, culture and leisure, which are key attractions for planning family trips. ... Foreigners who choose Spain to enjoy with their families focus on the province of Malaga, which ranks in the 'Top 10' of preferred destinations by these international travelers. Specifically, it holds the sixth position in a ranking led by the Balearic Islands, Las Palmas, Barcelona, Madrid, and Alicante, according to the Family Tourism Study 2025, conducted by the Institute of Tourism of Spain (Turespaña), an autonomous body attached to the Ministry of Industry and Tourism. The report was prepared based on microdata from the Tourist Expenditure Survey (Egatur) of the INE and the International Tourists' Satisfaction Survey (ESTI) by Turespaña, and is part of its series of studies analyzing segments of international travel demand.

In the same report, it is noted that this segment generated almost 2.7 billion euros in the province of Malaga and details that this destination attracted nearly two million family tourists with an average expenditure of 1,361 euros. According to this report, travelers stayed in the province for almost eight days, with an average daily expenditure of 171 euros. It is worth noting that this study estimates the average expenditure per person at 1,327 euros, which is slightly lower than that of other tourists, while the daily expenditure, which rises to 189 euros, gradually converges with the general average, reflecting a higher spending capacity at the destination.

Turespaña assures that this report confirms the consolidation of family tourism as one of the pillars of international tourism in Spain. It explains that in 2025, the country received 26.9 million foreign tourists who traveled with families, accounting for 27.8% of the total foreign visitors (96.8 million). Furthermore, it specifies that in economic terms, this segment generated 35.676 billion euros in tourist expenditure, equivalent to 26.5% of the expenditure made by foreign travelers, which amounted to 134.703 billion euros. "The study shows a positive evolution of family tourism since 2016, with special dynamism after the pandemic. Between 2023 and 2025, the segment has maintained a stable share close to 27%, confirming its consolidation as one of the most relevant segments both in terms of volume of travelers and its economic impact," they detail.

In addition to the province, the capital of Malaga ranks as the fifth most preferred municipality by foreign tourists traveling with families, according to this report that places Barcelona, Madrid, Palma, and Adeje ahead. Families planning their getaway to this city generate an economic impact of 1.192 billion euros, with an average expenditure per person of 1,285 euros and a daily expenditure of 173 euros. A total of 928,000 foreign tourists experienced the city with their families and stayed there for an average of 7.4 days.

2.700

are the millions of euros that family tourism has brought to the province.

From Turespaña, they highlight that the favorite destinations for family tourism in the period from 2023-2025 are the regions of the Canary Islands, Balearic Islands, Catalonia, Andalusia, and the Valencian Community. In the Andalusian region, this segment generated an economic impact of almost 4.5 billion euros, 14% of the total in Spain, attracting more than 3.5 million tourists, who stayed an average of 7.6 days with an average daily expenditure per person of 168 euros.

The study explains that the main reason for family tourists' travel is the sun and beach (39.8%), far above other segments, followed by general leisure and culture. It ensures that among the activities carried out, enjoying the beach (69.6%) and visiting cities (67.6%) stand out, followed by cultural visits (32.2%) and nature activities (30.5%). "Also notable is the high presence of visits to theme parks (13.3%), more than double that of other segments, which highlights the importance of the family leisure offer. On the other hand, nightlife and enogastronomic activities have less weight," they specify.

The report warns that this segment shows marked seasonality, mainly concentrating in the summer months and during holiday periods such as Easter, in line with the school calendar of the main emitting markets.

Regarding the profile of the international family tourist, it shows income levels declared higher than the average, with a high presence of qualified professionals, as more than 70% belong to middle and executive positions. Regarding accommodation, 66.6% choose a hotel, and about the mode of travel, there is a greater use of tour packages (31%), compared to 22% of other international tourists.

From Turespaña, they highlight that "family tourism presents very high satisfaction levels, even slightly higher than the rest of the tourists: 9.12 points out of 10 average satisfaction, compared to 9.09 in the group of international tourists, with a higher percentage of very satisfied visitors." Among the elements that families value the most are the environment, sustainability, accommodation, and transportation, with statistically significant, albeit moderate, differences compared to other segments.