Costa del Sol Strengthens Language Tourism Promotion with Teachers from the United States and Canada

Turismo Costa del Sol has reinforced its strategy to promote language tourism by taking part in a fam trip aimed at teachers of Spanish as a foreign language —ELE— from the United States and Canada.

The initiative seeks to position Málaga province as an attractive destination for learning Spanish while enjoying its cultural, gastronomic, heritage and tourism offer.

The action forms part of a wider strategy to attract international students and educational prescribers who can recommend the Costa del Sol as a destination for language stays, academic programmes and cultural immersion experiences.

Professional Meetings and Visits to Spanish Schools

The programme combined professional meetings with visits to Spanish language schools and tourism resources across the province.

Participants were able to discover the educational offer first-hand and complement it with experiences in destinations such as Málaga, Benalmádena and Rincón de la Victoria.

This format allows teachers to learn not only about the quality of the centres specialising in Spanish language teaching, but also about the environment in which their future students could enjoy a complete stay: accommodation, culture, leisure, gastronomy, nature and Mediterranean lifestyle.

Teachers as Destination Prescribers

Spanish language teachers from the United States and Canada represent a strategic profile for international promotion.

Many of these professionals help guide students, organise educational trips and recommend language immersion programmes.

For this reason, Turismo Costa del Sol aims to turn this visit into a medium-term promotional tool. The teachers’ direct experience could help Málaga be included in future academic programmes, exchanges, summer stays or educational trips linked to Spanish language learning.

Málaga, a Destination to Learn Spanish and Experience Culture

Language tourism combines education, travel and cultural experience. In Málaga’s case, the province offers a particularly competitive proposal thanks to its climate, connectivity, cultural offer, historic heritage, beaches, gastronomy and lifestyle.

Spain is also experiencing growth in this segment. According to Turespaña, language tourism generated more than 158,000 students in federated centres in 2024 and an economic impact of €454 million, with the United States among the main source markets.

A Segment That Helps Diversify Tourism

The promotion of language tourism fits within the Costa del Sol’s strategy to strengthen segments capable of attracting visitors throughout the year, not only during the high season.

International students often stay longer than other types of travellers and combine classes with cultural activities, visits, excursions, local shopping and gastronomic experiences.

This helps generate economic activity for schools, accommodation providers, shops, restaurants and leisure companies.

Practical Information

Action: Language tourism familiarisation trip
Participants: Spanish as a foreign language teachers from the United States and Canada
Promoted by: Turismo Costa del Sol
Destinations visited: Málaga, Benalmádena and Rincón de la Victoria
Objective: To promote the Costa del Sol as a destination for learning Spanish
Segment: Language, educational and cultural tourism

Official source: Málaga Provincial Council