Málaga Strengthens Its Tourism Promotion in New York and Washington to Attract US Visitors

Málaga is continuing to expand its presence in the United States through a promotional programme held in New York and Washington D.C., two strategic cities due to their influence in tourism, culture, media and public institutions.

The mission was promoted by Málaga City Council’s Tourism Department and Turismo Costa del Sol, part of Málaga Provincial Council. Its aim is to position the city and the province as Mediterranean destinations associated with culture, gastronomy, heritage and high-quality experiences.

The initiative forms part of De Gálvez 250, a project linked to the 250th anniversary of the independence of the United States. It highlights the role played by Málaga-born Bernardo de Gálvez while strengthening connections between Málaga and the American market.

Málaga Presents Its Tourism Offer to Leading US Tour Operators

The New York programme began with a meeting with representatives of the United States Tour Operators Association, one of the country’s main organisations for tour operators.

During the meeting, Málaga and the Costa del Sol presented their tourism offer and explored possible ways of including the destination in new itineraries across Andalusia, Spain and the Mediterranean.

The presentation focused particularly on Málaga’s ability to combine museums, historic heritage, gastronomy, urban life, beaches and year-round experiences.

A Presentation Aimed at Luxury Tourism

The mission also included a presentation at the NH Collection Nomad New York hotel for more than 20 travel advisers belonging to Virtuoso, one of the world’s most influential luxury tourism networks.

The professionals learned more about Málaga’s cultural, historic and gastronomic attractions, as well as its high-end accommodation and potential for personalised travel experiences.

The objective was to increase Málaga’s visibility among American visitors seeking exclusive services, authentic experiences and high-value travel.

Meetings with American Journalists and Media Outlets

The New York agenda also featured a presentation for approximately 20 journalists specialising in travel, tourism, culture and lifestyle.

The event highlighted Málaga’s tourism transformation, its museum network, historic heritage and growing gastronomic offer.

By engaging with journalists and media professionals, the destination aims to improve its visibility in publications capable of influencing the travel decisions of American audiences.

Málaga Explores New Air Connections with the United States

Before the events in New York and Washington, the Málaga delegation held a meeting in Atlanta with representatives of Delta Air Lines.

The discussions focused on potential new connections between the United States and Málaga-Costa del Sol Airport, as well as possible joint promotional initiatives.

Delta previously operated a direct route between Málaga and New York-JFK from 2008 to 2019, helping improve access to the Costa del Sol for American visitors.

Washington Brings the Málaga Fair to an American Audience

The mission concluded in Washington D.C. with a programme centred on culture, history and institutional promotion.

One of the main events was an experience inspired by the Málaga Fair, held at the Spain Cultural Center at the Embassy of Spain.

The event combined gastronomy, music, flamenco and traditional elements from Málaga. More than 900 people from the cultural, political, tourism, technology and business sectors attended.

The programme also presented Málaga as a European Capital of Gastronomic Culture.

Cooperation with Destination DC and the Smithsonian

A meeting was also held in Washington with Destination DC and the Smithsonian Institution to work on a future series of conferences dedicated to Bernardo de Gálvez.

The initiative, expected to take place in September, aims to explore the shared history of Spain and the United States through one of the country’s leading cultural and scientific institutions.

The Málaga-born military figure serves as the central theme of a strategy combining history, culture and tourism promotion.

De Gálvez 250 Will Reach 16 US Cities

The campaign includes activities in 16 cities, including Miami, Dallas, New York, Washington, Atlanta, Boston, Chicago, Los Angeles, San Francisco, Houston and New Orleans.

The project also features an academic report on the role of Hispanic communities in the independence of the United States, written by historian Thomas E. Chávez, as well as a series of six conferences held at cultural venues in Málaga.

Through these activities, the city is using its historic connection with Bernardo de Gálvez to create a distinctive tourism narrative aimed at American visitors.

The Digital Campaign Reaches Millions of Users

The face-to-face mission is supported by a six-month digital campaign targeting several US markets.

According to the figures released, the campaign has generated more than one million impressions, reached almost two million users and produced over 18,000 interactions and clicks.

Around 6,000 people have also visited the dedicated website explaining the story of Bernardo de Gálvez and presenting Málaga’s tourism offer.

The United States Becomes Increasingly Important for Málaga Tourism

The United States became Málaga’s leading non-European Union tourism market in 2025 and the city’s fourth-largest international market overall.

During that year, Málaga recorded 89,823 American hotel guests and 186,488 overnight stays, representing growth of more than 11% in visitor numbers and close to 4% in hotel nights compared with 2024.

Between January and April 2026, the city welcomed 22,396 American visitors, who generated 49,262 overnight stays.

These figures underline the importance of strengthening promotion in a market particularly interested in culture, gastronomy, heritage and urban experiences.

The strategy developed in New York, Washington and Atlanta aims to consolidate relationships with airlines, tour operators, media outlets and institutions while creating new economic, cultural and tourism opportunities for Málaga and the Costa del Sol.

Information source: Al Sol de la Costa