Turismo Costa del Sol will be present at the 46th edition of the International Tourism Fair (FITUR) held in Madrid from the 21st to 25th of January with the aim of consolidating the domestic market after a contrasting 2025. During the presentation of the organisation's roadmap for this event, the president of the Málaga Provincial Council, Francisco Salado, highlighted that although last year was a "historic year in terms of overall profitability and employment, Spanish tourism fell by 5.1%, reaching 5,505,000 visitors". In turn, "the economic impact was estimated at 6.369 billion euros, confirming a downward trend in market share, which has fallen from 44% in 2023 to 37.6% in 2025". Salado attributed this development to the loss of purchasing power of families and the current fiscal context.
However, despite the figures for overnight stays, air traffic to our province grew by 5.8% with 2.2 million domestic passengers. A key factor in the strategy is the high level of traveller loyalty: 99.2% of Spanish tourists say they are satisfied or very satisfied with their stay.
- Mijas participa del 21 al 25 de enero en la feria de turismo madrileña integrada en la propuesta costasoleña
- | Archivo.
Forecasts and campaign
The outlook for 2026 is optimistic, as searches for travel to the destination between January and April have increased by 34.3%, according to Salado. To capitalise on this interest, the organisation will launch a promotional campaign in Madrid with an investment of 400,000 euros, which includes a campaign on digital screens on Gran Vía and the participation of 200 companies in the fair.
- La Costa del Sol busca en Fitur 2026 potenciar al turista nacional
- | Archivo.
As for Mijas
Once again, our municipality is part of the Málaga Provincial Council's global Costa del Sol Tourism strategy. For this reason, the Mijas delegation will be attending Hall 5 of IFEMA from the 21st to the 25th of January.
- El director de la Oficina de Turismo de Mijas, Juan Carlos Acevedo, en la feria de turismo de Helsinki.
- | Turismo Costa del Sol
Helsinki Fair
Mijas already attended the Helsinki Tourism Fair in Finland. With 200,000 Finnish travellers landing in Málaga last year, this fair reaffirms its importance as a space for promoting new opportunities. Twenty-five companies and more than 50 professionals from Malaga are participating, including those from town councils such as Mijas. The Costa del Sol has a space from which it presents the diversity of its tourist offering, emphasising the reduction of seasonality, the climate, the variety of experiences and the quality of services.
Share it with this link: https://mijasint.com/?a=36860
