Despite the hotels options the Costa del Sol offers, Britons are moving towards timeshare, recognising it as a holiday "investment" compared to paying for hotel rooms and one of the main reasons is value for money. Club La Costa's interior-designed apartment suites such as Santa Cruz Suites in Spain sleep up to 6 people. Guests have numerous facilities on their doorstep – including private Jacuzzis – which most private self-catering apartments or hotels don't have.

Richard Fletcher adds: "Our members like the fact that almost everything is onsite – restaurants, live entertainment, children's entertainment, fitness facilities, our own medical clinic affiliated to Xanit Hospital – one of the best in Andalucia – concierge service and more. Families can relax in the sun with all the comforts of home – space, luxury and excellent service – at a fraction of the cost of a luxury category hotel room."

While the Andalucian government's "2020" plan intends to keep Spain on top of the international tourist destination ratings by offering even more quality leisure facilities, companies in the private sector like Club La Costa are also investing in the Costa del Sol as a long-term, hard to beat tourist favourite. With the UK still Spain's biggest market, expectations are that the number of visitors to the region will rise by another 5 per cent in 2008, a conservative estimate according to some hoteliers.

The Andalucian Tourist Board's ad campaign strapline is: "Andalucia te quiere" (Andalucia loves you) and, it seems, the feeling is mutual. The British love affair with the Costa del Sol is back.

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