Torremolinos seeks UK guests after one million hotel nights

Torremolinos is in London to win more British holidaymakers, its largest group of guests from abroad. The town is promoting itself at the World Travel Market.

Council figures show that British guests booked 1,048,007 hotel nights from January to September 2026. The town welcomed 188,007 British hotel guests in those nine months. That was 0.9% more than a year before.

Their stays made up 23.3% of all British hotel nights in Málaga province. The council says one in five British hotel guests in the province stays in Torremolinos.

Britain remains the main foreign market

British guests make up 19.5% of all hotel travellers in the town. Britain ranks second after Spain and remains the top market from abroad.

Growth is much slower than it was last year. In 2025, the number of British guests rose by 13% to 229,018. They booked 1,309,418 hotel nights.

British visitors made up 24.1% of all hotel nights in Torremolinos that year. Their total was higher than the number of nights booked by guests from Spain.

The London fair brings together more than 5,000 stands and 35,000 people who work in travel. Torremolinos wants to keep close ties with UK firms while it looks for guests in other markets.

New trips and new business links

The town wants to sell more than sun and beach breaks. Its pitch also covers sport, outdoor trips, walks, family holidays and food.

Officials plan talks with Rainbow, a tour firm from Poland. The aim is to test demand in a market that is new for the town. They will also meet Tur4all, which works on travel for people with access needs.

Other talks will bring in tour firms and hotel groups that already work in Torremolinos. The town will also meet Exceltur, sports travel groups and British Consul General Lloyd Millen.

The trip comes as local hotels report better income. Bed occupancy averaged 73.6% from January to September, and hotels had an average of 3,424 staff.

The average daily room price rose by 9.7% to €135.70. Income for each room on sale reached €110.50, up 10.4% from a year before.

Sources: Ayuntamiento de Torremolinos and Andalucía Información.