Costa del Sol targets British travellers through specialist travel creators

The Costa del Sol is strengthening its international promotion strategy by placing greater emphasis on new tourism communication channels. The destination participated in Waypoint London, one of the leading events for travel content creators and bloggers, with the aim of increasing its visibility in the United Kingdom and other priority source markets.

Held over two days in London, the event brought together professionals from the United Kingdom, France, Germany, Ireland and the United States. It provided a space where tourism destinations could connect with digital creators capable of sharing travel experiences with highly engaged audiences.

More than 50 professional meetings

During the event, Turismo Costa del Sol held more than 50 individual meetings with content creators. These sessions were used to present the province’s tourism offering and explore potential collaborations aimed at reaching specific audiences with a strong interest in travel.

The initiative enabled the organisation to establish direct contact with professionals working across blogs, social media, video platforms and other digital formats. The objective was to identify creators whose content, style and communities matched the different experiences available throughout Málaga province.

Esperanza González, CEO of Turismo Costa del Sol, highlighted the growing influence of these digital voices when travellers choose their next destination. Working with specialist creators makes it possible to present the province through more personal content adapted to the way people now consume travel information.

Much more than sun and beaches

One of the main objectives of participating in Waypoint London was to showcase the diversity of Málaga’s tourism offering. Although the coastline remains one of the destination’s strongest attractions, the promotion also covered gastronomy, culture, active tourism, inland destinations and premium travel experiences.

This variety makes it possible to connect with very different types of travellers. Some creators specialise in food experiences, while others focus on rural escapes, outdoor activities, heritage, luxury accommodation or family travel.

The strategy aims to use that specialisation so that each tourism product reaches an audience already interested in that type of experience.

Málaga province can therefore be promoted as a year-round destination, offering everything from routes through inland villages and cultural breaks in Málaga city to nature tourism, golf courses, luxury hotels and activities beside the Mediterranean.

Instagram, YouTube and TikTok inspire new trips

Digital platforms are playing an increasingly important role in holiday planning. Many travellers now use Instagram, YouTube and TikTok to discover destinations, search for recommendations and see what an experience looks like before making a booking.

This trend is particularly significant among younger audiences.

Unlike traditional advertising campaigns, content creators offer a more personal view of a destination. Their publications can feature a hotel, route, restaurant or activity as part of a broader travel experience, using the language and style of each platform.

For Turismo Costa del Sol, these collaborations provide a strategic way to reach carefully segmented audiences. Every creator has a different relationship with their followers, making the selection of suitable profiles essential for communicating the province’s attractions effectively.

Workshops on trends and new tourism formats

Waypoint London was not limited to meetings between destinations and creators. Its programme also included workshops, conferences and professional sessions focused on the evolution of content marketing, emerging platforms and the trends transforming tourism communication.

These activities provided insight into the formats currently generating the greatest impact among travellers and the way people are changing how they discover, compare and choose destinations.

Participation in the event also encouraged the exchange of ideas with influential industry professionals and opened the door to future initiatives.

These collaborations could lead to articles, videos, familiarisation trips and other digital content designed to increase awareness of the Costa del Sol among international audiences.

The United Kingdom remains a priority market

Holding the event in London was especially important for strengthening the destination’s presence in the United Kingdom, one of its leading international markets.

However, the contacts established also offer opportunities to expand promotional activity in other important countries, including France, Germany, Ireland and the United States.

The strategy seeks to keep the Costa del Sol firmly in travellers’ minds while presenting a broader image of Málaga province. The goal is not only to promote its beaches, but also to communicate the full range of experiences available and connect each one with the audience most likely to choose Málaga for a future holiday.

Through its participation in Waypoint London, Turismo Costa del Sol is moving towards a more targeted, visual and digitally focused promotional model. The relationships established at the event will help the destination continue inspiring travellers before they even begin planning their next trip.

Information sources: Málaga Provincial Council–Turismo Costa del Sol and Europa Press.