Carrete, Borja Cortés, Carmen Balbuena, and Alma DeSoul, faces of the 'Tremendous Torremolinos' campaign

José Rodríguez Cámara

Torremolinos

"From Madrid to heaven, and from Torremolinos to glory." This is said by José Losada 'Carrete', a star of the flamenco stages and one of the protagonists of the new promotional campaign, which includes a video that will showcase the destination, devised by the Town Hall of his "village" to put "voice and face to the essence of the city".

A campaign named 'Tremendous Torremolinos' that was to be unveiled at Fitur, but, like other initiatives of this kind, had to be suspended due to the tragic train accident in Adamuz.

Last March, the mayor, Margarita del Cid, announced that the launch would be on May 13.

160

Attendees

The event gathered more than 160 people at Espacio Almagro, in Madrid, including representatives from the hotel industry, tourism companies, hotels, tour operators, agencies, and media.

The event gathered more than 160 people at Espacio Almagro, in Madrid, including representatives from the hotel industry, tourism companies, hotels, tour operators, agencies, and media.

Alongside 'Carrete', the audiovisual proposal features appearances by dancer Borja Cortés, swimmer Carmen Balbuena, who demonstrates her tremendous ease in the water, and drag queen Alma DeSoul.

The work seeks to portray the city from within, through testimonials that, as its creators highlight, "connect with the viewer with stories that move, that make us laugh, or that simply show us the beauty of the everyday".

A display of current images, with careful photography, real ambient sound, and a narrative that invites you to discover Torremolinos through an "emotional, spontaneous, and real" journey with guides who are examples of the diversity, culture, and unique local character, in a "tribute to Torremolinos, its people, its recent past, and its most authentic present".

Support

"It exudes originality and Torremolinos identity. Like the protagonists of the new promotional video, Carrete, Borja Cortés, Alma DeSoul, and Carmen Balbuena. Thank you, dear neighbors, for being here, and for being the heart of this campaign. People who perfectly embody a Torremolinos that is, in turn, many other Torremolinos," the mayor explained about this initiative.

"Tremendous Torremolinos is a song to diversity, ingenuity, and well-understood individuality. To be what each one wants to be."

Margarita del Cid

Mayor of Torremolinos

"Doing something different in terms of tourism promotion is complicated, especially doing it well. And I think we are facing an excellent campaign. There are many ways to focus on the promotional strategy of a destination like ours, but if something defines our city, makes it different from other cities and places in the world, it is precisely our identity. That's why our bet with this campaign is to appeal to our identity, to our roots, that avant-garde character, of modernity, always one step ahead, but without forgetting who we are and where we come from," Del Cid insisted.

"Tremendous Torremolinos is a song to diversity, ingenuity, and well-understood individuality. To be what each one wants to be, and that's why there are no postcards or classic images of tourist promotion, because it is not a Torremolinos told from the outside, but told from within," she defended.

Figures

"2025 was a record year and the tourist Torremolinos grows and consolidates in excellence also in what we have of 2026. But that is only possible thanks to a deep conviction that goes in the DNA of Torremolinos: we are a city that loves life, and celebrates it throughout the year in all senses and expressions," the mayor declared.

"I celebrate that many of the sectors that forge that personality are represented here. The tourist sector, whose history is linked to that of our municipality for more than seventy years. Also those who, with their projects and bets, make Torremolinos start to be an example of urban regeneration, with pioneering constructions and promotions; and with new spaces gained for the enjoyment of the citizens. The world of culture, with some faces and personalities that I see accompany us tonight and that particularly move me like the artist Cristóbal Toral, his wife and his son. And all those who embody diversity, the Torremolinos proud to be a place of freedom. I said it before, the place where you can be what you want to be," pointed out the mayor.

"There is a Torremolinos for each person, and I believe all of you here know perfectly well what I mean. And being in Madrid, speaking of Torremolinos, I could not conclude in any other way than quoting my dear Carrete, with that splendid phrase he says in the video. From Madrid to heaven and from Torremolinos, to glory," concluded Del Cid.

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• Tourism
• Torremolinos
• Madrid (city)