ITB Berlin, the travel trade show for 2026, opened with an impressive display of Andalusian ambition. The region’s tourism leaders displayed what they described as a record year in tourism.

Even with the grim global backdrop of the Middle East conflict escalating, the Andalusian booth was filled with a defiant optimism. Arturo Bernal of the regional tourism board and Francisco Salado of the Costa del Sol tourist association led a huge delegation that was determined to win over Germans. The goal was 1.3 million German visitors with an economic impact in excess 1.8 billion Euros.

“We are here to show that Andalucía is a territory of certainty in an uncertain world,” Bernal declared, highlighting the region’s natural resilience. Salado echoed this sentiment, noting that the war in Iran caused logistical tremors, and had shifted flight routes, but the Costa del Sol was still a “safe-haven” for travellers from around the world.

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He stressed that the German Market remained “a strategic priority” and expressed his confidence that the strength the brand will overcome the volatility in the global situation.

This year, the presence of each municipality was striking. Marbella made a sophisticated play for the high-end German traveller, with Mayor Ángeles Muñoz reinforcing the town’s status as a premium destination.

Meanwhile, Fuengirola’s representatives outlined an aggressive strategy to “conquer” the German market in 2026 and Rincón de la Victoria celebrated a 153 per cent growth in German arrivals over the previous year. To the east, the Axarquía towns – including Nerja and Torrox – promoted their unique climate, while Almuñécar and the Costa Tropical reinforced their commitment to sustainable growth.

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Even Almería made a significant impact, with delegates showcasing the province’s diverse landscapes.

SUR maintained its tradition by distributing a southern Spain special supplement in German and co-hosting an evening gala.

The shadow cast by the Iran crisis could not be avoided. Michael O’Leary, Ryanair’s Michael O’Leary and Tui’s Michael O’Leary noticed a change in demand as the airspaces above the Gulf closed.

Delegates from Berlin noted that, while the Eastern Mediterranean is uncertain, the Western Mediterranean is seen by European holidaymakers as the most secure choice.

Jacobo Florido is the tourism councillor in Malaga. He acknowledged that fuel prices are rising but was optimistic: “Our connectivity, and the quality of infrastructure we have, means that we are better equipped than anyone else to adapt to this shift.”

Local leaders used the international stage as well to call for improvements in their own country, urging a quick resolution of the high-speed Ave rail crises to ensure Easter Week was a success.