A Popular European Tourist Attraction Is An Overpriced Tourist Trap, Per Rick Steves

Europe had a massive tourism year in 2024. According to UN Tourism, the continent pulled in 747 million international arrivals — more than any other region in the world. People packed Mediterranean beaches and filled big cities, all chasing Europe's food and centuries old festivals. Southern Europe saw the biggest jump, with Spain alone hitting 94 million visitors in 2024, according to EuroNews.

In fact, Spain continues to be featured as a best destination for retirees and tourists alike, as travelers come for the sun, sea, and Spanish flavor. One place in particular, Costa del Sol, stands out. It's a popular 93 mile stretch of coastline in the Málaga province, packed with national parks and golf courses. However, travel expert Rick Steves has harsh words for Costa del Sol, calling it a classic European tourist trap and warning that its popularity has killed off the potential for any authentic local experiences — let alone decent value for the money. In fact, Spain's Instituto Nacional de Estadística 2025 Hotel Price Index jumped 5.7% from 2024, with hotels charging an average of €118.00 (about $138) per night in May 2025 — that's 5.6% more than the same month in 2024. 

Europa Press reported that Costa del Sol hit a record 14.47 million visitors in 2024 — up 3.17%. Most of those were international tourists, while domestic travel actually dropped 7.5%. This shift has changed the coastal region's cultural identity since fewer Spaniards vacation there, and more businesses are switching their models to cater to foreign visitors.

From menus in English to imported beers to different kinds of offerings like mojitos becoming more common. Not to mention fancier cuisine that has priced out locals and long-time expats from their own neighborhoods. Unfortunately, it's easy to fall into the trap of spending too much in these kinds of locations. Among the many money mistakes that travelers make is choosing overpriced meals in touristy areas — thereby missing out on real local experiences.

The loss of genuine local character goes way beyond just the food in Costa del Sol. Traditional festivals are also disappearing, small local markets are closing down, and Family-run hotels and restaurants that used to be a part of daily life are fading away as the region focuses on mass tourism instead.

If you want real experiences along Spain's southern coast, skip the tourist magnets. Rick Steves is a big fan of Tarifa, Spain's southernmost port, with its affordable places to stay, fresh seafood, and rich history. The town is actually the southernmost point of continental Europe, and boasts white beaches and steady winds perfect for kite-surfing — not to mention short ferry rides to Morocco. Then there is Nerja, with its crystal-clear water, dramatic cliffs, and the famous Cueva de Nerja caves – complete with some of the world's oldest cave paintings. Rick Steves calls it, "the most appealing resort town on the coast."

Getting around Andalusia is also fairly cheap and simple. The Tarjeta de Transporte Metropolitano de Andalucía is a prepaid, contactless card that cuts your fare on buses, suburban trains, and the metro. It costs €1.50 (about $1.76) to get started, and you only need to load €5 (around $5.85) to use it. For local food, find tapas bars away from main tourist streets, and keep an eye out for pescaíto frito, a local favorite.

Also, visit in shoulder seasons — March to May or September to November — ato dodge the crowds, pay less, and enjoy nice weather for exploring. You'll also get more chances to experience real Andalusian culture. With that said, you'll need to decide between vacation rentals and hotels. While rentals give you more space, and work better for families or longer trips, hotels usually make more sense for quick getaways.