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The Málaga-Costa del Sol Tourist Board has launched a new segmentation and specialisation strategy, designed to improve destination management and make up for peak travel more effectively.

The new strategy is based on a new brand architecture for ‘Costa del Sol’, aimed at reaching more would-be visitors and strengthening our current market position and the marketing of travel products.

Holiday and Leisure, Golf, Elite Tourism, Cruises, Convention Bureau, Cultural Tourism, VITA (Green, Hinterland and Active Travel) and Language Tourism are the eight sub-brands or segments comprised in the new strategy. Segmentation is based on surveys from the leading brand consultancy Interbrand, complemented by the work done by experts and members of the local travel industry as brought together by the Tourist Board.

Offering specialist products by segments makes for a more compact market position and paves the way for new businesses. It is a more effective strategy than having a single, undifferentiated brand like ‘Costa del Sol.’ The quality, safety, reliability, professionalism and great weather associated with the general brand are enhanced and supplemented with the new intangible assets accompanying the sub-brands.


Málaga’s beautiful, extensive beaches, the wide range of beach-related activities and services, and the extraordinary weather are the reason why this is our most consolidated segment, placing the Costa del Sol among the world’s leading travel destinations. Our many attractions, thanks to which there are activities for visitors all year round, have turned the Costa del Sol into a reference sun and sand destination.


Learning Spanish is another powerful reason why many people come to the Costa del Sol. We open the door to them, inviting them to live in the province, experience our culture, participate in our traditions and share our experiences – in sum, to see Málaga as a land full of possibilities, at any time of day. Our renowned university and lots of private language learning centres – plus the great weather, the exciting multiculturalism and the kindness of our people – have placed Málaga among the favourite destinations to learn Spanish.


Málaga is VITA, an acronym that stands for Verde (Green), Interior (Hinterland) and Turismo Activo (Active Travel). Our destination offers visitors the chance to come to every corner in Málaga Province and the Costa del Sol, admiring the beauty of its landscapes and landmarks, learning the stories and traditions that have passed down from generation to generation, tasting scrumptious wines and olive oils – the gems of Málaga cuisine –, and winding down at charming places, while playing sports and being in contact with nature.


About 70 golf courses make Málaga-Costa del Sol Europe’s leading destination for golf travellers. The destination even came to be known as ‘Costa del Golf’. Only a few places on Earth are blessed with so many attractions for golfers, including top-rate facilities and fine weather all year round.


Málaga-Costa del Sol is a unique destination as far as meetings and events are concerned. Quality specialist services are the key to please the most demanding clients. Also, Málaga has a wide range of convention centres and related services, hotels holding big events in Málaga City and other towns, and a host of experienced incoming travel agencies. All this makes it the ideal place to plan all kinds of events, big and small.


The Port of Málaga has one of the highest growth trends in the Mediterranean. The port’s location and the excellent air and rail connections available make Málaga the perfect choice for voyages by the leading operators exploring either the Mediterranean Sea or the Atlantic Ocean.


There is a different way of experiencing the Costa del Sol. Staying at the best hotels, eating out in the most elegant restaurants, visiting fancy palaces, shopping at designer boutiques, playing golf in fabulous courses, going to aristocratic casinos… Málaga and the Costa del Sol make a difference by offering quality as their hallmark. The Elite Collection is meant to strengthen the Costa del Sol’s position in high-end tourism, projecting a prestigious image to make for peak travel. It will not be just a platform for big firms, but rather a careful selection of the best local products and premium services.


Get to know Málaga Province and the Costa del Sol’s historical, artistic, architectural and cultural heritage. Visit the many theatres, museums and exhibition halls available across the province. There is no doubt about it: Málaga is a leading destination among culture lovers, featuring top-notch facilities. Choose your setting and time of day: you will surely find what you need for an unforgettable stay.

The Málaga-Costa del Sol Tourist Board has created Mar de Culturas/Sea of Cultures, a new travel product aimed at boosting cultural tourism in Málaga, Antequera and Ronda, which together account for 80% of the cultural landmarks in the province. Using culture as a main attraction, the idea is to offer new products for the more efficient management of off-peak travel.
The new product draws on the existing cultural heritage and adds three new landmarks: the Colarte Museum in Antequera, to become Provincial Museum, the Bullfighting Museum in Málaga, which has just been renovated, and the Winery Tour in Ronda, a complementary service based on the growing importance of wine tourism today.


This specific brand for the business and commercial sector seeks to bring companies and individuals in the property market together while offering homes available for sale and thus contributing to the recovery of this segment in Málaga. In line with this, the Tourist Board takes promotional action in several markets.

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Patronato de Turismo Málaga - Costa del Sol - Plaza de la Marina, nº4 - 29015 Málaga - Tel: +34952126272 - Fax: +34952225207 -

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