The Costa del Sol has long been one of Europe’s most successful tourism destinations, but 2026 is proving to be another landmark year. While visitor numbers remain exceptionally strong, one of the most significant trends is that international tourists are spending substantially more during their holidays than in previous years. Rather than simply attracting more visitors, the region is welcoming travellers with greater purchasing power who are staying longer, enjoying premium experiences and contributing more to the local economy. This increase in daily visitor expenditure is creating a ripple effect that benefits businesses, creates employment and strengthens the property rental market across Málaga province.
According to a recent report published by SUR in English, citing research commissioned by Málaga City Council's Tourism Department using Mastercard international transaction data, daily spending by foreign tourists in Málaga city has almost doubled to an average of €189 per person. The study found that Málaga now accounts for 16.7% of all international tourist expenditure in Andalucía, while international visitor spending increased by 8.4% year-on-year the strongest growth among all Andalusian provincial capitals.
The report also highlights a clear shift in visitor spending habits. Restaurants and hospitality now receive the largest share of international tourist expenditure (18.2%), overtaking fashion retail for the first time, as travellers increasingly prioritise dining, leisure and authentic local experiences. Swiss visitors are the highest spenders, averaging €322 per day, followed by tourists from Denmark (€302) and the United States (€287). Meanwhile, the United Kingdom remains Málaga's largest international source market, accounting for 23% of total foreign visitor spending. These findings reinforce the Costa del Sol's growing reputation as a premium tourism destination, where higher-spending visitors are generating greater economic benefits for local businesses while supporting continued demand for high-quality holiday rental accommodation.
The Costa del Sol has evolved far beyond its reputation as an affordable beach destination. Today it attracts a diverse mix of visitors including luxury holidaymakers, golfers, digital nomads, remote workers, cruise passengers and long-stay international travellers. Tourists are increasingly choosing:
This shift towards higher-quality tourism has significantly increased average daily visitor spending, generating greater economic value even when visitor numbers remain relatively stable.
Several factors are driving higher visitor expenditure across the Costa del Sol.
Travellers are increasingly willing to pay for modern, stylish accommodation with premium amenities such as private pools, sea views, home offices, gyms and concierge services. Properties that have been professionally furnished and thoughtfully designed are commanding higher nightly rates while maintaining strong occupancy levels.
Remote working and flexible travel have encouraged many visitors to extend their holidays beyond the traditional one or two weeks. Longer stays naturally increase spending on restaurants, shopping, leisure activities and local services.
Today’s visitors prioritise memorable experiences over budget holidays. Popular activities now include:
These experiences generate considerably higher spending than traditional sun-and-beach tourism alone.
Higher visitor spending benefits far more than hotels and holiday rentals. Businesses across the region are seeing increased demand, including:
Every euro spent by international visitors circulates through the regional economy, supporting thousands of jobs and encouraging further investment. Tourism continues to be one of Spain’s largest economic sectors, and Andalucía remains one of the country’s leading destinations for international visitors. Official tourism data for 2026 shows continued growth in international arrivals and sustained demand across key destinations.
For holiday rental owners, increased visitor spending creates several opportunities.
Travellers are demonstrating a greater willingness to pay premium prices for well-presented properties in desirable locations. Features attracting the highest rates include:
Well-maintained, professionally marketed properties are often able to outperform the wider market.
Higher guest expectations mean owners are increasingly investing in:
These improvements not only enhance the guest experience but can also support stronger reviews, repeat bookings and higher occupancy.
The resilience of the Costa del Sol tourism market continues to attract both domestic and international property investors. Demand remains particularly strong in locations including:
Many investors are choosing holiday rental properties because of the region’s consistent visitor demand and year-round appeal.
Another positive trend is the continued reduction in seasonality. The Costa del Sol is increasingly attracting visitors throughout the year thanks to:
This creates more stable occupancy levels for property owners and supports permanent employment across the tourism sector.
Hotel occupancy across the Costa del Sol has remained exceptionally strong during the 2026 summer season, with international visitors continuing to account for around two-thirds of demand. Popular destinations such as Torremolinos, Mijas, Benalmádena, Fuengirola, Marbella and Estepona continue to report high occupancy levels, reflecting the enduring appeal of the region.
Combined with higher visitor spending, this demonstrates that the Costa del Sol is not only welcoming more international travellers but also attracting guests who contribute more to the regional economy.
The long-term outlook remains highly positive. Several structural trends are expected to support continued growth:
For property owners, the focus is increasingly shifting from maximising occupancy alone to delivering exceptional guest experiences that justify premium rental rates.
The increase in international tourist spending during 2026 highlights the continued evolution of the Costa del Sol into one of Europe’s premier lifestyle destinations. Higher daily expenditure is supporting local businesses, creating employment opportunities, encouraging investment and strengthening confidence across the property sector.
For owners of holiday apartments and villas, this represents an excellent opportunity. Investing in quality furnishings, professional interior design, modern amenities and expert property management can help attract higher-spending guests and maximise rental income. As tourism continues to evolve, the Costa del Sol appears well positioned to benefit from a growing market of international visitors seeking exceptional accommodation and unforgettable experiences throughout the year.
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