Published on
November 4, 2025

On Tuesday, November 4, 2025, commuters entering central London on a bleak morning found a pleasant surprise in their copy of City A.M., the city’s leading business freesheet. For that day’s edition, City A.M. included a special tourism supplement distributed by SUR in English, showcasing the delights of southern Spain, just in time for the opening of the prestigious World Travel Market (WTM) at the ExCeL Centre in London.

As commuters headed to work, this special supplement warmed their spirits with images and descriptions of the Costa del Sol, Malaga, Granada, Almeria, and Cordoba. The section provided an enticing taste of southern Spain through well-composed text, beautiful photographs, and travel suggestions. The publication’s timing was no coincidence, as WTM is an important marketing opportunity for tourism brokers, allowing destinations, including Andalusia, to connect with the British public and travel professionals.

Southern Spain’s Diverse Attractions Highlighted for British Tourists
Southern Spain’s diversity of landscapes and holiday options has long made it one of the most beloved destinations for British travelers, and the SUR in English supplement offered a comprehensive look at what the region has to offer. From traditional beach holidays on the Costa del Sol to cultural city breaks in Granada, Cordoba, and Malaga, the supplement provided something for every type of traveler. For those seeking sun, relaxation, and sea, the Costa del Sol was featured as the go-to destination. Meanwhile, city breaks to Malaga city and Granada showcased the rich cultural and historical offerings of the region, with their famous monuments, museums, and vibrant city life.

For the more adventurous or nature-loving traveler, the supplement also highlighted cycling holidays in the scenic province of Malaga, offering a fresh perspective on the region’s beautiful landscapes. Whether tourists are seeking a laid-back getaway, a cultural journey, or an active holiday, the supplement made it clear that southern Spain is a versatile destination that can cater to all tastes and preferences.

In addition to the more traditional travel ideas, the supplement emphasized activities like golfing in Andalusia—an area known for its world-class golf courses and sunny climate, making it an ideal destination for golf enthusiasts seeking a Mediterranean escape. The variety of offerings presented in the supplement helped to paint a picture of a region where the traditional meets the modern, and relaxation sits side by side with adventure.

World Travel Market: A Key Event for Andalusian Tourism
While the SUR in English supplement provided a snapshot of southern Spain’s tourism offerings, the real action for the Andalusian delegation began at the World Travel Market. As one of the largest and most influential travel trade shows in the world, WTM brings together tourism professionals, travel agents, and destination representatives from around the globe. This year, the Andalusian delegation was present in full force, hoping to connect with key tour operators and travel agents to secure bookings for the upcoming year.

World Travel Market is a critical platform for destinations like Andalusia to ensure their place on British travelers’ radar. While the Costa del Sol is already a well-established favorite, the importance of maintaining and growing visitor numbers cannot be overstated. The tourism professionals at WTM work tirelessly behind the scenes, engaging with international tour operators and industry stakeholders to negotiate travel packages and build stronger relationships that will help bring British tourists to Andalusia in the years ahead.

The WTM event offers a unique opportunity to promote not just the well-known destinations like Malaga, Granada, and Cordoba, but also lesser-explored regions that may be perfect for niche market travelers. For example, the growing demand for sustainable travel and cultural experiences means that less-touristy Andalusian regions might get more attention, bringing even more opportunities for businesses and local authorities in the area.

Competing on the World Stage: A Global Tourism Marketplace
Despite the dazzling showcase that Andalusia offers, it is far from the only destination vying for British tourist attention at WTM. The event attracts representatives from tourist boards, resorts, and tour operators from around the world, all looking to secure their place in the competitive tourism market. From neighboring European destinations to far-off locales in Africa, Asia, and the Americas, the competition at WTM is fierce. Countries like Italy, France, and Portugal, as well as emerging destinations in the Middle East and Africa, are all represented at the event, all offering their own unique appeal to British travelers.

For Andalusia, this competition only serves to strengthen its resolve. As one of the most visited regions in Spain, the need to innovate and stand out among global travel options is essential. The presence of global tourism leaders at WTM highlights the fact that successful destinations must continuously evolve and adapt to the ever-changing travel landscape, where travelers are increasingly looking for authentic, sustainable, and culturally rich experiences.

In this highly competitive environment, maintaining the Costa del Sol’s popularity among British tourists requires an ongoing focus on marketing, infrastructure, and customer service. The regional tourism board in Andalusia is aware that attracting tourists is not just about offering great weather and beautiful beaches; it’s about providing unique, high-quality experiences that keep people coming back year after year.

The Future of Andalusian Tourism: Innovation and Sustainability
Looking beyond the immediate goals of the World Travel Market, the Andalusian tourism sector is focused on long-term sustainability and innovation. As part of Spain’s broader tourism strategy, Andalusia is aiming to attract not only more visitors but also visitors who are conscious of their environmental footprint and interested in sustainable travel options. This aligns with broader trends in global tourism, where tourists are becoming increasingly aware of the environmental and social impact of their travels.

The region is actively promoting eco-friendly initiatives, such as sustainable tourism projects that support local communities, conservation efforts, and green tourism infrastructure. With increasing demand for authentic travel experiences and eco-conscious holidays, Andalusia is positioning itself as a top choice for travelers who want to explore the region’s rich culture, history, and natural beauty while minimizing their impact on the environment.

Southern Spain Shines at World Travel Market

SUR in the English tourism supplement beautifully introduced southern Spain’s participation in the World Travel Market in London. Hosting British tourists annually, Andalusia has become a model of resort sustainability. The success of the delegation at the event, coupled with the region’s constant focus on tourism innovation, sustainability, and diverse southern Spain tourism offers, lays a formidable tourism industry in southern Spain.

In WTM, as Andalusia showcases its regions, the world sees southern Spain not as a sun-drenched holiday destination but as a respite that promises diverse activities and experiences. From cultural and active holidays to Caliphate cities and province deserts, southern Andalusia has diverse and abundant tourism resources.