British holidaymakers planning trips to Spain are being cautioned about rising prices, even as travel operators and airlines expand their offerings to new regions across Andalusia. 

Despite inflation concerns, demand for Andalusia as a holiday destination remains high, as highlighted at the World Travel Market (WTM) in London, where the region’s tourism leaders met with top UK travel operators to discuss future growth strategies.

With British travellers representing the largest international market for Andalusia, tourism representatives and UK travel companies remain optimistic about the destination’s ongoing appeal. 

Yolanda de Aguilar, the Junta de Andalucía’s tourism representative, said: “The British want Andalucía, they are looking for Andalucía, and they will continue to bet on the destination.”

Jet2 currently the fifth-largest airline at Malaga Airport in terms of passenger numbers, reported that demand from the British market is projected to increase by 10% per year until 2027. 

Jet2 also announced plans to expand its flight network beyond Costa del Sol, introducing routes to Almería and Jerez, which will provide more direct access to emerging destinations such as Cádiz, Huelva, and Seville. 

These new routes are expected to diversify Andalusia’s appeal beyond popular coastal hubs and encourage travellers to explore lesser-known areas rich in heritage and culture.

Despite these positive developments, officials and business owners have raised concerns about the high prices affecting Spain’s tourism market. 

José Luque, president of the Malaga and Costa del Sol hoteliers association warned that while prices are not expected to rise as steeply as in recent years, they remain “unsustainable” for the domestic market, leaving international demand as the primary driver. 

Luque said that rising costs have already impacted the Spanish national market, particularly during peak summer months like July, and cautioned that even UK travellers, facing economic pressures at home, may begin to reassess their budgets.

“Prices are not going to rise next year at the levels they have been doing, but they’re already taking their toll on the national market,” Luque said. 

He added that British tourists are beginning to “look at their pockets more,” but that this is not yet a cause for concern, as early bookings for next year continue to suggest a positive trajectory. 

“We will continue to grow, and bookings, which are being made further in advance, confirm this,” he said.