The Costa del Sol doubles its efforts in the domestic market and pays tribute to the workers of the tourism sector in Madrid

The Costa del Sol closed a record year in 2024 in which not only the number of visitors to the destination increased, but also economic income and employment increased. With the goal of consolidating its position as a leading destination, it has made a significant appearance at Fitur, this year with a special focus on the domestic market, which has shown signs of recession in the last year. Therefore, the destination wants to double down on its commitment to this Spanish market, vital for the proper functioning of the sector. This was explained today on the first day of Fitur by the CEO of Tourism Costa del Sol, Esperanza González, and the managing director of the agency, Antonio Díaz, who highlighted that this year the destination has doubled its investment in the Madrid tourism fair, with a budget of 600,000 euros.

González admitted that the "but" to the great year that the Costa del Sol has had was the decline in national visitors, with a total of 5.8 million visitors, which implies a decrease of 5.7%. Consequently, the economic impact of this market also fell, with 6.453 billion euros at the end of 2023, a 2.6% decrease from 2023. In terms of visitors, the Costa continues to exceed the figures from 2019, the pre-pandemic year, but wants to improve the arrival of these tourists and for this, it aims to attract a higher quality visitor, with higher spending in the destination and more days of stay, highlighting the extensive offerings of the Malaga coast and its reputation. And it will not only happen at Fitur, where the destination will also be promoted in prominent places in Madrid, but the search for the national tourist will continue throughout the year, with actions planned for 2025 for which an investment of 1.5 million will be allocated, the CEO and the managing director indicated, who also recalled that the decline in the national market refers to regulated accommodations, so other figures such as tourist homes, which could alter the final result, are missing.

 “We are a complete destination with an unbeatable offer. A 360 offer of enormous quality, in sun and beach, beach bars, cultural tourism, inland tourism and nature, gastronomy, luxury, nautical, golf and sports tourism,” the CEO assured, noting that this year Costa del Sol wants to emphasize the human heritage of the tourism sector, “who put all their effort into ensuring tourists leave satisfied, who strive to make customers, tourists, happy.” 

The tourism industry employs 137,409 people on the Costa and this year the campaign with which the destination arrives at the Madrid tourism fair focuses on those workers who make it possible for the province to be a tourist benchmark, to whom tribute is paid and their fundamental work recognized. “Give me your hand is a continuation, a second part or second phase, of last year's campaign, 'Shout my name',” González explained. “If last year we sold experiences and authenticity to a young audience, to Generation Z, with the same modern and groundbreaking audiovisual language, this year we have turned the camera around,” she emphasized, appreciating that the workers of the sector “are the true architects of the very high satisfaction of tourists with the Costa del Sol destination.” And to recognize them, Tourism Costa del Sol is holding a gala tonight at the Las Ventas bullring where this new promotion campaign to the tourism sector present in Madrid these days will also be unveiled.