The Costa del Sol anticipates a better summer, with uncertainty about the response of Spanish tourists

Pilar Martínez

Málaga

Many are already counting down to start their annual vacation, a highly anticipated period where June begins to take center stage. Despite the turbulent geopolitical scene with the ongoing conflict in Iran, the mood in the Malaga tourism industry is positive. Hoteliers, owners of tourist homes, rural houses, restaurateurs, beach bars, travel agencies, car rentals, and leisure park entrepreneurs agree that the "expectations are better than last summer," marking the impact of the 'safe haven destination' effect, which has led many travelers to opt for the safety of the Costa del Sol. However, all professionals add the caveat: "subject to the evolution of international conflicts." The benchmarks to beat this summer are 6.2 million tourists, up 1.12%, and the economic impact of 8.915 billion euros generated, almost two points above the previous high season, according to Turismo Costa del Sol data.

The main uncertainty lies in the response of national tourism, which is confirmed to be stagnant, with the question of whether they will predominantly opt to travel within the country or start booking flights abroad. They also agree that vacations will cost more. Prices are rising again, although they specify that it is to a lesser extent than in 2025.

On the eve of June, marking the key period for the tourism industry, Costa del Sol hoteliers are advancing new forecasts that improve upon the previous ones. They expect a good summer and enter this high season with better results due to the pull of international tourism. Spanish travelers have yet to recover. The new perspectives from the hotel sector indicate an occupancy of almost 87% for June and approaching 84% for July, "consolidating the good prospects for the high season," detail from the Association of Hotel Entrepreneurs of the Costa del Sol (Aehcos), while they focus on "concerns about the evolution of national demand given that the data shows a decline in tourists."

Aehcos points out that May ended with a positive balance for the province of Malaga, with hotel occupancy exceeding 87.13%, which represents an increase of 1.07 percentage points compared to the same month in 2025. And June is starting with a figure slightly lower than the 88.14% recorded in the same period of 2025, although there is confidence in the response of last-minute bookings. Indeed, the new expectations improve those given by hoteliers at the end of April by four points. At that time, they pointed to an occupancy in June of 83.55%.

6.2

are the millions of tourists that Costa del Sol closed the summer with in 2025.

Regarding July, these are the first forecasts provided by hoteliers and, two months in advance, the expected occupancy is close to 84%, still three points below the results of July 2025.

The vacation rental sector advances that the forecasts "point to a positive summer for Malaga, both in the capital and throughout the province, with a booking pace superior to what we had at the same dates last year." Juan Cubo, president of the Andalusian Association of Tourist Homes (AVVA-Pro), states that in Malaga city the evolution is "especially significant, especially in July and August, with advances over 15 points compared to last year and with prices practically stable." He details that in the province, occupancy is already around 50% during the summer, with a slight improvement in the average daily price compared to last season. "We must be cautious because these are still forecasts, but the trend confirms that Malaga maintains a strong appeal and that professional tourist accommodation continues to be a necessary piece to absorb the peaks of demand, diversify the offer, and generate economic activity in the territory," emphasizes Cubo.

In rural houses in the interior, Felix Zea, co-founder of the Ruralidays platform, with more than 2,800 accommodations available in its portfolio, advances that "they expect a better summer both in occupancy and profitability." He notes that Spaniards will travel this summer within the country and raises the current occupancy in the province of Malaga for this June to 65%. "We hope to exceed 70% with last-minute customers," he explains, detailing that the main markets are the British, accounting for 23.36%, and the Spanish market, representing 19.33%, with growth of 19% and 21%, respectively. For July, they already have 72% of the houses booked and expect to exceed 85%. A figure that will rise to 90% in August.

The main markets for the core months of the summer season are the Spanish market at 23.22%, with a growth of 15% so far compared to last year. "Not to mention that the Spanish client is very last minute," states Zea.

In hospitality, they trust in the thermometer of Holy Week and in the good prospects that the tourist accommodation associations are considering. The president of the Association of Beach Entrepreneurs, Manuel Villafaina, is emphatic: "it will be a good summer." Depending on these high occupancies, Joose Yagüe, president of the Provincial Association of Companies and Leisure Centers of the Costa del Sol (Apeco), states: "our clients are mostly tourists staying in the province. We trust these good expectations that hoteliers are considering and hope that national tourism will rebound."

In travel agencies, the situation is very different between those in charge of receiving travelers and those focused on selling vacations to locals. The former assure that the "summer is going like a cannon," and the latter that the pace of sales is slower amid so much international uncertainty. The president of the sector's trade association, Sergio García, expresses his confidence that in the end "it will be another good high season."

With the same optimism, and with equal caution, the president of the Association of Vehicle Rental Service Entrepreneurs (Aesva), Ana María García, recommends those planning to reserve a vehicle this summer on the Costa to do so in advance. She states that companies have reinforced their fleets, but it is "better to ensure. A summer with clear protagonism of international tourism is expected."

• More topics
• Summer
• Tourism
• Málaga
• Málaga (Province)
• Costa del Sol
• Tourist Homes
• Tourists