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Expect a lot more of our American cousins coming to the Costa del Sol this summer as ‘New Miami’, as the coast has been dubbed, braces for a new wave of luxury tourism.
The organisation ‘Turismo Costa del Sol’ (basically, the tourist board) is entertaining a group of representatives from high-end travel agencies in the United States specialised in luxury tourism. And, word has it they are delighted.
With flights between New York and Malaga already booking out, new connections with Atlanta and Miami are expected to be added before the summer. The demographic of holidaymakers coming in 2025 looks like it will be changing, with promotions and new routes not only from the States but also China. What they have in common is the search for high quality, luxury, history, and culture. Neither demographic is particularly a fan of lazing on the beach as much as Europeans, and both come, in general terms, with higher purchasing power.
New demographic more interested in culture and cuisine
During the visit, the travel agency representatives have had the opportunity to know firsthand the hotel excellence of the Costa del Sol through visits to establishments specialised in the luxury segment. As well, they have been introduced to cultural and lifestyle experiences unique to southern Spain, including olive oil and wine tasting, local gastronomy, Andalusian art, and even an exclusive workshop in which they learnt to play the cajón flamenco.
In July 2024, United Airlines increased their offer of flights between New York and Malaga by 280 percent due to the massive demand they received. Throughout the summer, an average of 50 private jets landed at the Costa del Sol airport with a notable increase in North American and Chinese passengers.
Tourism in the Costa del Sol is going to experience a change of face in 2025, one that brings more spending power than ever before.
