September has become a key month for Malaga tourism. Forecasts indicate that over three million overnight stays recorded last year will be surpassed, with the capital and province showing rising figures.
September has ceased to be the tail end of the high season and has become a strategic period for tourism in the Costa del Sol. Last year, this month managed to reverse the downward trend of July and August and exceeded three million overnight stays in hotels, apartments, rural houses, and campsites, according to the Coyuntura Turística report from Turismo Costa del Sol.
The challenge for this month, which starts this Tuesday, is to surpass that figure. Forecasts from various sectors indicate that this will be the case, with particularly notable growth in holiday rentals, where they assert that Malaga "extends the tourist summer".
In the capital, reservations already fill 62.5% of the offer, 13 points above the demand rate of the same date in 2025. In the province, the expected average occupancy stands at 47.6%, 0.6 points higher. The average price rises to 181.5 euros, compared to 165.8 euros last year, an increase of 9.5%, according to data from the Andalusian Association of Professional Holiday Homes and Apartments (AVVAPRO).
The president of AVVAPRO, Juan Cubo, states that the behaviour of reservations "confirms that September is gaining prominence and becoming a strategic month for holiday homes and apartments". He adds that the improvement in occupancy in the capital and the increase in average price reflect "the strength of the destination and the sector's ability to meet the preferences of family and friends tourism".
Rural houses also expect a good month. The platform Ruralydays.com, which manages more than 2,800 accommodations, anticipates an average occupancy of 75% in the province, ten points more than in 2025. This figure far exceeds the Andalusian average, which stands at 63%, compared to 55% last year.
The municipalities with the highest demand in September are Torrox, Nerja, Frigiliana, and Cómpeta. The German market leads demand with a share of 24%, 5% more than last year, followed by the United Kingdom with 23%. Spanish tourists occupy the third position after growing by 12%.
All this despite the fact that the price per person per night has risen by 6.2% to 46 euros. The average stay remains at seven nights and the predominant profile is that of couples seeking rest, climate, and cultural attractions.
In the hotel sector, the latest estimates pointed to an average occupancy of 86.51%, compared to 91% in September 2025, although they are confident of improving with last-minute bookings. By municipalities, Benalmádena leads with 92.14%, followed by Torremolinos (91.99%) and Marbella (84.81%).
September also brings a different traveller profile. The start of the school year boosts trips among friends, couples without children, and tourists seeking tranquility by the sea, according to eDreams. Nearby getaways account for 64% of bookings from Spain, medium distance 27%, and long distance remains at 9%.
Spain is the most chosen country for travel in September, with 43% of the total, followed by Italy (11%), France (6%), and United Kingdom and Portugal (4% each). The first two weeks of the month concentrate 56% of the bookings.
September travellers are forward-thinking: 85% book 61 days or more in advance. The average duration of trips remains contained, with stays of three or four days being the most common (39%), followed by those of five or six days (18%).
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