Torremolinos is once again present at the World Travel Market (WTM), the world's leading international tourism fair, which runs from today until 5 November in London. The municipality is focused on strengthening its ties with the British market, the primary source of international tourists visiting Torremolinos.
During the fair, Torremolinos has a packed agenda of activities and meetings with representatives from the tourism industry to consolidate a market that has a particular fondness for the municipality. Notably, 20.8% of British visitors to the province of Málaga choose Torremolinos for their stay.
The British tourism sector was instrumental in the positive figures recorded last year, with a 13% increase leading to 229,018 travellers and 1,309,418 overnight stays. As of September 2026, British visitors have already reached 188,007, reflecting a 0.9% rise compared to the same period in 2025.
Currently, the UK is the second-largest market for hotel guests in Torremolinos, accounting for 19.5% of the total, following only the domestic market. One in five British travellers in the province opts for Torremolinos, which has seen 1,048,007 overnight stays so far this year.
In addition to its sun and beach tourism, Torremolinos is showcasing other attractions in London, including sports, active, family, and gastronomic tourism. Up to September, local hotels employed an average of 3,424 workers, with an occupancy rate of 73.6%. The average daily rate (ADR) stood at €135.70, marking a 9.7% increase compared to the same period in 2025.
The Torremolinos delegation is set to engage with tour operators, including Rainbow, and platforms like Tur4all, which focuses on accessible tourism. Meetings are also scheduled with hotel chains and the British Consul General in Barcelona, Lloyd Millen. The World Travel Market features over 5,000 exhibitors and more than 35,000 industry professionals, providing ample networking opportunities and insights into global trends.
