The Costa del Sol Provincial Tourist Board is a non-profit organisation which has been granted legal status and declared of public usefulness.

Its first goal is defining the best policies for sustainable tourism development, having an active and efficient role in the domestic and international travel market in order to create demand for the province of Málaga. The Tourist Board also encourages the study of tourism-related aspects of life in the province, either directly or through specialised organisations.

Other tasks of the Costa del Sol Tourist Board are coordinating efforts and inviting public and private parties to take part in the drafting of plans or common actions, and protecting the tourism interests of the province of Málaga against harmful actions.

Likewise, the Costa del Sol Tourist Board is engaged in raising awareness of the importance of tourism in society among citizens and institutions, arousing interest in this industry and fostering respect for it. 

The members of the Provincial Tourist Board include the Provincial Government of Málaga, the Ministry of Tourism and Sports of the Government of Andalusia, the Spanish Tourism Bureau (TURESPAÑA), public institutions and town councils with a clear interest in tourism, and travel-related business organisations or associations, such as the Association of Hoteliers of the Costa del Sol (AEHCOS), the Association of Costa del Sol Travel Agencies (AEDAV), the Málaga Association of Caterers (AEHMA), the Association of Beach Restaurants, the Association for Leisure and Entertainment, and the Association of Holiday Property Developers, to name but a few. 

Other members of the Tourist Board are the University of Málaga, the Málaga Chamber of Commerce, Industry and Shipping, the Port Authority, the Málaga Airport, the most significant trade unions representing tourism workers, companies in different segments of the travel industry, and many outstanding artists, intellectuals or businessman appointed by the Provincial Government of Málaga for their contributions to the advancement of tourism on the Costa del Sol. 

The General Assembly is the Tourist Board’s highest governing body. It is made up of all the Board’s members. The Governing Body is a collegial body whose tasks include discussing and drafting tourism plans, and managing the Tourist Board. Its members are the President of the Provincial Government, one representative of each party at the Provincial Legislature, representatives of Town Councils and Town Council Associations, a representative of the Tourism Ministry, the President of the Chamber of Commerce, the authorities at the University, the Port and the Airport, and other public officers. As for members from the private sector, 60% are chosen among the above-mentioned business associations in the travel industry, while 40% are Tourist Board individual members appointed by the General Assembly.

The Permanent Committee is the Tourist Board’s management body. Supervised by the Governing Board, it is made up by the President, the First Vice President, seven members of the Governing Board, seven representatives of the private sector, and a representative of the Convention Bureau. 

The Committee’s Secretary is the Tourist Board’s Managing Director. 

The Costa del Sol Tourist Board is divided into five departments, each of which is in charge of a specific area and its related activities. Their head is a managing director. The five departments are: National Promotion; International Marketing; the Convention Bureau; Public Relations and Publicity; and Management and IT. 

The departments’ basic document is the annual Action Plan, approved by the General Assembly.