Tourism on the Rise in Costa del Sol – How Vacation Rental Owners Can Benefit in 2025

PinkTree Capital
May 8
3 min read

The Costa del Sol continues to solidify its position as one of Europe’s top travel destinations — and the numbers prove it.

In 2023, the region welcomed 12.5 million visitors, representing a 15% year-over-year increase. According to projections, 2024 is on pace to exceed 13.8 million tourists, breaking all previous records. This consistent growth isn’t just good news for the hospitality industry — it presents a unique opportunity for vacation home owners, especially those from Nerja to Estepona.

As the demand for travel in southern Spain rises, vacation rentals are playing a larger role than ever before. In fact, vacation rentals now represent 25% of all accommodations in the Costa del Sol, a figure that continues to grow as travelers seek space, privacy, and localized experiences over traditional hotels.

Why This Matters for Property Owners

High tourism numbers alone don’t guarantee success — but they create ideal market conditions. Here’s how the current environment benefits vacation home owners:

Increased demand means higher occupancy potential, even during shoulder seasons
Strong visitor numbers support premium nightly rates, especially for well-located or professionally managed properties
Travelers are shifting preferences toward villas and apartments with character and privacy, particularly those with local touches and concierge-style service
Repeat visits and long-stay bookings are more common, especially among northern Europeans seeking sun, comfort, and reliability

In short, the tourism boom is already here — but not every property is positioned to benefit equally. Owners who focus on guest experience, operational quality, and strategic marketing are the ones seeing the highest returns.

How to Make the Most of the Trend

To take full advantage of this moment, vacation rental owners should focus on three key areas:

1. Offer Amenities That Match Guest Expectations

Today’s travelers expect more than just a place to sleep. Properties that perform well typically include:

High-speed internet
Air conditioning
Fully equipped kitchens
Outdoor living space or terraces
Professional linens and toiletries
Smart TVs or streaming-ready setups

Optional upgrades like private parking, welcome baskets, or local wine can also enhance the guest experience and boost your reviews.

2. Invest in Professional Marketing and Management

With thousands of properties on platforms like Airbnb and Booking.com, visibility is everything. Listings with professional photography, well-written descriptions, and active pricing strategies consistently outperform those that are under-managed or poorly presented.

Additionally, full-service property management — like that offered by Calisto — ensures:

Guest communication is fast, friendly, and reliable
Cleanings and maintenance are handled by trusted local teams
Pricing is optimized in real time for seasonality and demand
Issues are resolved quickly and professionally
Guests leave positive reviews that build long-term value

3. Maintain Consistent Quality

Tourism in the Costa del Sol is now a year-round opportunity. That means your property needs to be guest-ready at all times. Regular inspections, quality control, and guest feedback loops ensure that you continue to deliver the level of experience today’s travelers expect.

Looking Ahead: 2025 and Beyond

As 2024 breaks records, there is no indication that the trend will slow down. The Costa del Sol remains one of the most accessible and desirable regions in Europe for leisure travel — and with 25% of visitors choosing vacation rentals, the potential for owners has never been greater. The opportunity is real. The question is whether your property is positioned to capture it.