Costa del Sol Breaks Tourism Records in 2025 While Seeking Balance Between Overtourism and Sustainability
Costa del Sol concluded 2025 with historic figures in tourist arrivals, revenue, and employment, yet faces the challenge of maintaining sustainability amid massive growth.
Historic Record of Visitors and Economic Impact
In 2025, the Costa del Sol welcomed a total of 14.65 million tourists, a 1.19% increase from the previous year. This figure marks the best year in the destination’s history, according to data from Turismo Costa del Sol. The economic impact from tourism reached €21,811.7 million, up 2.8% from 2024. This revenue growth outpaced the increase in visitor numbers, indicating higher profitability.
The Málaga-Costa del Sol airport recorded 13.3 million passengers, a 7.3% increase, strengthening air connectivity. Additionally, the number of cruise passengers grew by 32%, reaching 625,447 people.
Employment Growth and Hotel Profitability
The tourism sector created jobs for 152,162 people, according to the Labour Force Survey, a 10% increase from 2024 and an all-time high. This growth occurred in a context of greater job stability and skill levels. Hotel occupancy saw a slight decrease to 75.4%, but revenue per available room (RevPAR) increased by 7.21% to €108.20, highlighting a focus on attracting higher-spending tourists.
The supply of regulated accommodation grew to 701,994 places, a 6.5% increase. Vacation rentals have multiplied fivefold since 2017, now accounting for 65% of the accommodation places in the province of Málaga.
The Debate on Sustainability and Overtourism
Francisco Salado, president of the Provincial Council of Málaga and Turismo Costa del Sol, described 2025 as “an extraordinary year” and emphasized a quality-over-quantity strategy to achieve more sustainable growth. The goal is to attract higher-spending visitors who have a smaller environmental footprint, while also promoting travel during the spring and autumn shoulder seasons.
Experts warn of tensions arising from overtourism, such as overcrowding in popular areas, traffic congestion, and strain on resources. Measures being promoted include the Málaga Sustainable Tourism Observatory, which analyzes waste and energy management. Other initiatives involve developing new tourism products in less crowded areas and studying the destination’s carrying capacity.
The current model prioritizes a form of tourism that generates less noise, consumes fewer resources, and shows greater respect for local residents, all while balancing economic development.
