Lorraine Williamson
Málaga is moving into a new league of European city tourism. Once known mainly for its beaches and Picasso heritage, the Costa del Sol capital is now attracting major international events and visitors willing to spend big.
City officials have confirmed that the number of beds in five-star hotels will double within the next year—a striking sign of confidence in the high-end market. The announcement comes as the first European edition of Comic-Con fills every luxury room in town and pushes September occupancy rates to record levels.
Quality tourism reshapes city policy
Figures from the Costa del Sol hotel association Aehcos reveal how dramatically the market has shifted. Three-quarters of Málaga’s hotel guests in September were from abroad, and foreign visitors now spend an average of €200 a day, with peaks of €250. They stay longer, demand more comfort and expect premium services. City councillors say the strategy is clear: Málaga wants to compete with Europe’s top luxury destinations. “We play in the league of major international events and invest in high-end hotels,” said the tourism alderman as new projects were unveiled.
Palacio de la Tinta: a landmark reborn
Among the most eye-catching developments is the historic Palacio de la Tinta transformation on the elegant Paseo de Reding near La Malagueta beach. Built in 1908 as the headquarters of the Andalucian railway company, the modernist building with French touches will open as a five-star hotel in early 2026. Plans include 140 rooms and suites, a spa, rooftop pool, and convention hall, with between 70 and 100 new jobs expected. Its restoration adds cultural weight to Málaga’s luxury offering while preserving a piece of the city’s industrial past.
Me by Meliá brings celebrity-backed glamour
The second major project is Me by Meliá, a venture backed by former Barcelona footballer Gerard Piqué. Set on Plaza de la Merced, one of Málaga’s liveliest squares, the hotel will feature 128 spacious rooms ranging from 40 to 90 square metres and nightly rates between €280 and €1,800. Guests will be able to book from November 2025, placing the property in prime position for Málaga’s growing calendar of global events.
Boost for the local economy
Both hotels are expected to create hundreds of direct and indirect jobs, from construction to hospitality and event management. They also strengthen Málaga’s ability to host world-class conventions, cultural festivals and sports tournaments, keeping visitor numbers high throughout the year. Economists note that this push for “quality tourism” mirrors wider trends in Andalusia and across Spain, where cities are moving away from mass, low-cost travel to focus on higher-spending visitors.
A city on the rise
With two landmark openings and more proposals under review, Málaga is positioning itself as a year-round destination for affluent travellers and major event organisers. The coming years will test whether this strategy can maintain the city’s character while delivering the economic rewards of luxury tourism—but for now, the race to secure a room in Málaga’s next generation of five-star hotels is already underway.