Benalmádena is currently taking part in the World Travel Market (WTM) in London, one of the key international events for the tourism industry, aimed at promoting the municipality's offerings and strengthening its presence in the British market, a major source of tourists for the destination.
The municipal delegation includes Benalmádena's mayor, Juan Antonio Lara, the councillor for tourism, Presentación Aguilera, and technical staff from the area, who are attending this year's fair alongside Turismo y Planificación Costa del Sol.
Coinciding with the event, a promotional campaign was launched on Monday night, featuring images of Benalmádena projected in Piccadilly Circus, a prominent location in the British capital. This initiative enhances the visibility of the destination during the WTM.
The promotion at the fair also includes the distribution of tourist information tools, such as the English version of Benalmádena's Destination Management System, designed to facilitate access for international visitors to information about the resources, services, and experiences available in the municipality.
Participating in the World Travel Market, which runs until 5 November, allows Benalmádena to present the diversity of its tourist offerings, from its beaches and natural spaces to its cultural heritage, gastronomy, and various leisure activities. These offerings are spread across the three main areas of the municipality: Benalmádena Pueblo, Arroyo de la Miel, and Benalmádena Costa.
It is noteworthy that the British market plays a significant role in local tourism. Between January and July 2026, Benalmádena welcomed 134,985 British travellers, with a 9.4% increase recorded in July compared to the same month the previous year. Additionally, during the first quarter, the average stay for British visitors in hotel accommodations reached 5.87 days.
This presence in London is part of the destination's international tourism promotion efforts, with a particular focus on the British audience due to its importance in Benalmádena's tourism activity.
