Costa del Sol is back in the spotlight in 2025: not only did tourist numbers not decline, they actually grew, despite a slight drop in hotel occupancy rates. Over the year, the region welcomed 14.65 million visitors, and tourism made an economic contribution of €21.8 billion. The jump in employment is especially noticeable—152,000 people now work in the industry, an increase of 10% compared to the previous year. Authorities and business owners make no secret of their satisfaction, but behind the scenes, questions are growing louder about how long this pace can be sustained without losing the region’s unique character.
In Málaga and the surrounding areas, the message has been the same for several years: it’s not about the quantity, but the quality. Tourists willing to spend more are the most desired guests. Hotel profitability is up as well: average revenue per available room (RevPar) has climbed to €108.2. Experts note that Costa del Sol has moved beyond being just a beach destination. Now visitors come for culture, gastronomy, sports, and entertainment. Seasonality has almost disappeared: even in winter, most hotels stay open and the streets remain lively.
Balancing interests
However, beneath the surface of success there are concerns. Local residents increasingly complain about noise, water shortages, and rising prices. Tourism professionals urge a broader view: what matters is not just how much tourists spend, but also their impact on the environment and society. In Málaga, officials now analyze not only revenues but also waste generation, energy consumption, and levels of respect toward locals. Experts insist the economy is not the only measure of success.
The University of Málaga believes it is time to develop new routes and products to ease pressure on the most popular areas. Cruise tourism, which grew by a third in 2025, added 625,000 more visitors, further straining local infrastructure. At the same time, residents admit: tourism is part of their culture, but their patience has limits.
The rental surge
Another hot topic is the growth of tourist apartments. These now account for 65% of all accommodation options in the province. In eight years, their number has jumped from 84,000 to 460,000. While hotels have only expanded their offering by 16%, apartments have taken over the market. Authorities have begun regulating the sector, especially in the regional capital, but progress is slow.
The decline in hotel occupancy is being attributed to this trend: tourists are increasingly choosing apartments. However, hotel owners don’t see this as a tragedy—as long as overall revenue grows and new properties keep opening. Major hotel chains are investing in the Costa del Sol, expanding their portfolios and focusing on comprehensive packages for visitors.
The double-edged sword of success
Not everyone shares this optimism. Some experts warn that you can’t keep increasing the number of beds without also developing roads, transport, and public safety. If infrastructure doesn’t keep pace with tourism growth, both visitors and locals will suffer. Congestion, queues, and noise have already become part of daily life on the coast.
In business circles, the question is increasingly being raised: how many tourists can the region truly accommodate without harming itself? While Málaga still has room for growth, along the coast it may be time to pause and focus on quality over quantity. Otherwise, Costa del Sol risks falling victim to its own success.
Looking Ahead
For now, the region continues to attract investors and tourists from around the world. Despite political uncertainty and global challenges, holidays in Costa del Sol remain a must on many calendars. But behind the record numbers, a debate is brewing: how to maintain a balance between economic growth, residents’ comfort, and the preservation of the coast’s unique character? There is no answer yet, but one thing is clear—no one here remains indifferent to the issue.
