Malaga aims to increase overnight stays from the German market

The Málaga City Council is present at the ITB Berlin with the goal of consolidating its position in the German market, and it does so with its own booth at the Messe venue where it aims to reach agreements that will attract more tourists from a source that contributes high average spending and a notable average stay.

This was explained on Tuesday by the councilor for Tourism of the Málaga council, Jacobo Florido, on the first day of the Berlin event. "I would say that the German visitor is the perfect tourist because they increase in overnight stays. Last year we had more than 80,000 German hotel tourists which amounted to almost 210,000 stays, meaning we grew by 7% in visitors but 10% in overnight stays," he explained, noting that in terms of hotel travelers, it represents the fourth market for Málaga, but in stays, it is second only to the United Kingdom, with an average stay in the city of 2.59 days.

The councilor valued that the capital is already 40% above the figures of 2019, the pre-pandemic year, and expressed confidence that this growth will continue through 2025, a growth that he hopes will especially occur in overnight stays. "If we do around 2 or 3 percent in travelers and around 6 or 7 percent in hotel overnight stays for me that would be perfect," explained Florido, who also hopes that the average stay will remain around 2.6 days.

La Costa del Sol redoubles its bet on the German market to consolidate its growth

Florido also wanted to highlight how seasonality has been reducing its impact in the capital of Málaga and emphasized that the German tourist is a visitor who does not limit their travels to just one time of the year. "Spring and autumn are when they are most prominent," the councilor recalled.

Regarding the offer that the Málaga destination wants to show to the potential German visitor, Florido pointed out that the capital has a tourist "somewhat differentiated" from the Costa del Sol. "We do not sell sun and beach, even though we have sun and beach, we sell culture, heritage, and gastronomy. Those are our attacking tridents, which ensure that the tourists who visit us are looking for those three factors," the councilor elaborated. Málaga also seeks to attract a premium tourist with a higher spending capacity at this fair, enticing them with its offer of complementary segments, which can make them travel to the city beyond the high season months.