Ronda is once again showcasing its offerings at the World Travel Market (WTM) in London, one of the leading international events in the tourism sector. The municipal company Turismo de Ronda, S. A., is participating alongside Tourism Councillor Ángel Martínez and a team of professionals.
The WTM brings together more than 40,000 industry professionals and features over 6,000 exhibitors from 200 countries, drawing the attention of 3,000 accredited specialised media outlets. The primary goal is to reinforce the city’s commitment to the British market, which is a priority for the destination. The aim is to enhance the city’s external promotion, increase overnight stays, and generate new opportunities for the local tourism sector.
Ronda is represented in the Junta de Andalucía's space, which spans 575 square metres and includes participation from around fifty Andalusian companies and all eight provincial councils of the region. The city, known for its iconic Puente Nuevo bridge and the Tajo Gorge, is also featured in street marketing campaigns, with images of the destination displayed on two screens at the Wall of Fame at the London Palladium and in Leicester Square.
“Ronda must be present where decisions are made regarding major international tourism markets. London is not just a showcase; it is a place to collaborate with the Junta, the Provincial Council, and industry professionals to ensure that Ronda's existing appeal translates into more stays, increased economic activity, and more job opportunities in our city,” stated Martínez.
Martínez highlighted that Ronda is benefiting from a positive trend in the province, which welcomed 904,241 British hotel guests from January to September this year, generating 4,496,347 overnight stays, marking increases of 3.6% and 3.1% respectively. Additionally, there were 2,526,009 arrivals from the UK at Málaga-Costa del Sol Airport, a 4% rise.
“The British market holds the top position in the province for both overnight stays and airport arrivals,” Martínez emphasised. For Ronda, the UK remains the second-largest international hotel market. During the same period, there were 11,942 British travellers and 24,480 overnight stays recorded.
“These figures indicate where we need to focus our efforts. We are coming off a strong 2025 for the British market, and now we must regain that momentum. The response cannot be to reduce promotion but to intensify it selectively in a market that continues to grow along the Costa del Sol and has an excellent connection with Málaga,” the Tourism Councillor added.
In 2025, the number of British travellers was 18,372, accounting for 6.9% of the total, following a 31.4% increase from the previous year. Furthermore, municipal records from the Tourism Office reveal the international appeal of the destination: of the 141,305 visitors assisted in 2025, 54.1% were foreign, with the UK ranking among the top European nationalities.
