Rail isolation and recent storms are taking their toll on Malaga's tourism sector at the start of the year. The Costa del Sol Hotel Entrepreneurs Association (Aehcos) has sounded the alarm: the province is facing losses of over 300 million euros due to a slump in bookings of between 15% and 20% for the first quarter. It is a downturn that Mijas is partially managing to weather, thanks to its connectivity model and visitor profile, although it remains susceptible to the broader market cooling.
The cancellation of more than 31,000 daily seats on the high-speed rail link between Madrid and Andalusia, which has significantly increased travel times, is severely undermining Malaga's competitiveness, particularly affecting short breaks and urban tourism.
The vice-president of Aehcos for Mijas, Juan Miguel Marcos, confirmed that the slowdown is already palpable and "it is noticeable not only in occupancy, which has fallen slightly, but above all in the booking pace. At this time last year, we had a much higher percentage of bookings".
- Juan Miguel Marcos es vicepresidente de Aehcos en la zona de Mijas.
- FM. ROMERO.
The Mijas Buffer
In this scenario, Mijas' logistical advantage serves as a buffer against the rail disruption, as Marcos explained: "Mijas is one of the municipalities least dependent on rail travel, as our visitors typically arrive either by air or in their own vehicles".
However, isolation is not the only challenge. Aehcos has warned of the serious damage caused by recent storms on the Costa del Sol coastline, including the loss of sand, damage to promenades and sections of the coastal path. This has led the industry body to demand an urgent meeting of the Beaches Committee to coordinate restoration works ahead of the high season.
Psychological factor
In addition to physical damage, the "psychological factor" of the weather is diverting the domestic market to other regions. This uncertainty affects last-minute Spanish tourists in particular. "We have an image problem because, although we are fully prepared to receive tourists on the Mijas coast, people are talking about the province of Málaga, and that affects Spaniards who are undecided on where to go", stated the Aehcos representative. Indeed, the association estimates that 85% of losses are linked to the domestic market, compared to 15% for international visitors.
Overcoming the "slump"
Faced with this drop in visitors at a critical time (the first quarter accounts for 21% of the sector's annual economic impact), hoteliers are already implementing commercial strategies. "The priority is to send a message of normality and reassurance that we are fully operational. Furthermore, we are launching offers with dynamic pricing to encourage continued visits", explained Marcos.
In any case, the sector views the start of 2026 as a severe setback during the low season, especially in a year when figures were expected to stabilise following the record-breaking results of previous years. "It's a slump that comes after a year in which forecasts were already modest. If we add the communication issues and bad weather, the year is certainly starting more poorly than we would like", concluded the regional vice-president.
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