As Andalucía enters another record-breaking summer, tourism is booming and so are the conversations around sustainability, regulation, and responsible travel. At TOMA & COE, we’re acutely aware of how these developments affect both the visitor experience and the communities we call home.

Tourism across southern Spain is reaching historic levels. This summer, Andalucía expects to welcome 12.8 million visitors, generating nearly €9 billion in revenue — a 3% increase over last year. The Costa del Sol, including Málaga, remains a top destination, with local hospitality groups noting a surge in last-minute bookings and a clear trend towards higher-spending, experience-driven travellers.

For those of us who have been guiding guests through the region for years, this brings a sense of pride and responsibility.

Rising prices and coastal pressures

With popularity comes pressure. Hotel prices in Andalucía have climbed by more than 20% over the past year, and local families are feeling the squeeze as rents and beach congestion increase.

This growing tension has prompted Spain’s national tourism board to encourage visitors to explore inland destinations — an approach TOMA has long championed through our bespoke itineraries in Jaén, Huelva, and inland Cádiz.

Regulations tighten – what visitors should know

To preserve the character and liveability of its towns and cities, Andalucía is cracking down on unregulated tourism, particularly in the accommodation sector.

• Málaga, for example, has suspended new holiday rental licences in 43 city districts.
• The Junta de Andalucía is cancelling thousands of tourist flat licences in Málaga, Seville, and Cádiz to curb overtourism.
• New regional laws introduce strict fines for inappropriate behaviour, including drinking alcohol in public spaces and sleeping on beaches, especially in coastal hotspots.

As always, we recommend guests check local guidelines, and we remain on hand to guide clients through respectful, immersive experiences.

A shift towards sustainable, high-quality tourism

The current trend points clearly towards quality over quantity. More travellers are seeking meaningful, small-scale experiences, which aligns perfectly with TOMA & COE’s approach. Whether it’s a private olive oil tasting at a family-run farm or a guided walk through Andalucía’s Moorish architecture, we prioritise depth, cultural sensitivity, and local connection.

This is not a moment for mass tourism. It’s a moment for curated journeys, storytelling, and slow discovery: values that have always been at the heart of what we do.

Our Commitment as a responsible DMC

At TOMA & COE, we see ourselves not only as hosts but as stewards of Andalucía’s cultural and natural heritage. We:

• actively avoid over-saturated routes during peak season
• partner with small, local providers in inland villages and overlooked provinces
• advocate for travel that supports, not disrupts, local life

We welcome this new chapter in Spanish tourism, one that challenges all of us to travel more thoughtfully, more creatively, and more consciously.

Ready to experience Andalucía differently?
Let us, as the premier DMC in Málaga, design a private journey that goes beyond the postcard view.

Get in touch with our team to explore hidden Andalucía — beautiful, balanced, and yours to discover.