FITUR, the largest tourism show in the world, will open on the Costa del Sol as it fights to regain Spanish tourists.

FITUR, which is the biggest tourism show in the world, will be opening its doors Wednesday, January 21st, in Madrid. Each year, this is the time when it’s nearly impossible to get a hotel or temporary rental as travel agents and representatives from governments descend on Madrid to promote their countries, regions, or cities for the holiday season. The importance of the biggest international trade fair can make or break the economies of those regions that depend on tourism.

2025 has been a successful year in the Costa del Sol region and Malaga Province, but Deputation de Malaga is not one to rest on their laurels. They will be attending FITUR and pulling out the stops. This year’s edition will be held at the FITUR in Berlin. FITUR, from 21 to 25 January at IFEMA Madrid has a clear goal for the Malaga Region: reverse the declining share in the Spanish domestic market and boost higher quality tourism through longer stays and more spending.

Why are less Spaniards holidaying in Costa del Sol?

Malaga officials intend to reverse the trend that discouraged many Spanish families in 2025 from booking holidays on the Costa del Sol. Spanish tourists may be priced out of 2025 but they are still a big source of revenue for the region. This is particularly true in restaurants where Spanish customers tend to spend a lot more.

Francisco Salado is the President of Malaga Provincial Council. Turismo Costa del SolHe attributed this to “the crisis of purchasing power and excessive taxes pressure on families” which are constraining consumption. Combined with rising hotel prices—”hotels are getting more and more expensive”—this is leading national tourists to shorten their trips, reduce spending, opt for alternative accommodations, or choose cheaper destinations, he explained.

A detailed snapshot The market shift is evident: in just two years the domestic market lost almost 7 points. In 2023, it represented 44 percent of the tourists visiting Costa del Sol. This dropped to 40.1% in 2024 and further fell to 37.6% in 2025. Last year, the destination welcomed around 5.505 million national tourists—a 5.1 per cent decrease compared to 2024—generating an economic impact of €6.3 billion.

Malaga’s FITUR: Huge Malaga contingent

The institutional delegation will include around 200 companies, 600 professionals and 60 municipalities. The program includes around 70 presentations and over 50 professional meetings.

To maximise visibility, Turismo Costa del Sol will launch a powerful advertising campaign featuring 31 giant digital screens in prime locations between the central Plaza de España and Plaza de Callao in Madrid, with the hope of reaching 26.4 million impacts between January 19 and 25. On Wednesday, January 21st, a special event at the Las Ventas Bullring will unveil the new promotional film and highlight the “infinite experience” that can only be had on the Costa del Sol.