Abstract Climate change (CC) is increasingly threatening the conservation of coastal areas worldwide, intensifying pressures from erosion, sea-level rise, and extreme weather events. This study assesses visitors’ willingness to pay (WTP) for beach conservation in Fuengirola (Spain), a high-density tourist destination on the Mediterranean Costa del Sol whose economy is strongly dependent on beach-based tourism. Using a contingent valuation method, the study estimates visitors’ WTP for beach conservation while considering socio-economic and attitudinal factors that influence payment preferences. Findings reveal that a significant proportion of beach visitors are willing to financially support conservation efforts, with variations based on factors such as nationality, visit characteristics, and CC awareness. Additionally, the results support the economic feasibility of implementing user-based funding into coastal conservation strategies, highlighting the role of visitor contributions in strengthening long-term coastal resilience and sustainable tourism in Mediterranean urban environments. This study enriches the broader literature on sustainable tourism and climate adaptation finance by providing empirical evidence from an urban coastal destination, where pressures from human activity intersect with rising climate vulnerabilities.
Expósito et al. (Wed,) studied this question.