Costa del Sol strengthens its cultural appeal among international tourism professionals

The Costa del Sol is working to strengthen its position as a destination for travellers looking for much more than sunshine and beaches. As part of this strategy, Turismo Costa del Sol participated in the Flamenco and Culture Forum 2026, held in Almería, where it presented the cultural wealth of Málaga province to international tourism companies, buyers and tour operators.

The event brought together professionals from markets considered particularly important for the destination, including several European countries, the United States, South America and the Asia-Pacific region. Costa del Sol’s participation provided an opportunity to establish direct contact with specialists capable of including the province’s cultural experiences in their travel programmes and holiday packages.

The forum combined discussions about emerging cultural tourism trends with business meetings designed to create new commercial opportunities. Experts and industry representatives examined the role of culture and flamenco as distinctive attractions, while professional networking sessions connected destinations, companies, institutions and international buyers.

More than a sun-and-beach destination

During the event, Turismo Costa del Sol presented an extensive tourism offering combining historical heritage, museums, festivals, gastronomy, traditions and different forms of artistic expression.

The aim is to continue diversifying the province’s image and attract visitors interested in discovering the identity and cultural heritage of the places they visit.

Antonio Díaz, managing director of Turismo Costa del Sol, highlighted the importance of cultural tourism in expanding the destination’s appeal and attracting travellers looking for authentic, high-quality experiences.

Participating in specialised events also helps the organisation develop relationships with professionals who can recommend and market these experiences in their respective countries.

This strategy can also help reduce the destination’s dependence on peak tourism periods. Museums, monuments, cultural routes, festivals and heritage-related activities can be enjoyed throughout the year, supporting a more balanced and diversified tourism industry.

Flamenco as a distinctive cultural attraction

Flamenco played a central role during the forum as one of Andalusia’s most internationally recognised cultural expressions. Its global reputation makes it a valuable resource for attracting visitors who want to explore the region’s history, customs and cultural identity.

Turismo Costa del Sol’s participation in the event reflects its intention to place culture at the heart of its tourism promotion strategy. Málaga province offers a wide range of cultural experiences that complement its coastal attractions and enrich the stay of those who visit the destination.

Through this initiative, the provincial tourism body continues to promote Málaga’s tourism offering among specialised operators, strengthen its presence in international markets and present the Costa del Sol as a destination connected not only with its beaches, but also with art, history, gastronomy and local traditions.

Information source: Turismo Costa del Sol and Málaga Provincial Council.