The Andalusian region of Malaga has a wide range of options with a vibrant cultural calendar, heritage, artisan workshops and gastronomic experiences with local roots.
View of the ancient Roman amphitheater and the Alcazaba in Malaga, Costa del Sol (Credits: Shutterstock)
Malaga, 28 april, 2025.- The Costa del Sol is experiencing a remarkable evolution in their tourism model. Traditionally associated with the sun and the beach, this Andalusian province has established itself as a cultural benchmark at an international level, expanding its proposal with an annual programme that covers historical heritage, contemporary art, gastronomy, popular festivities and new forms of experiential tourism.
This evolution responds to the conclusions of the latest report by Travellyze, which analyzes the motivations of the cultural traveler in some of its most popular markets such as the United Kingdom, Germany and the Nordic countries. The study points out that history, art and contact with local identity are decisive factors for this traveller profile, which is characterised by their interest in authentic experiences, their sensitivity towards sustainability and their search for learning during the holidays.
The Costa del Sol has reinforced its cultural offer with proposals ranging from heritage visits to historical monuments, such as the Alcazaba and the Roman Theatre of Malaga, to museums of international projection such as the Picasso Museum, the Centre Pompidou Malaga or the Carmen Thyssen Museum. In inland municipalities, such as Ronda, emblematic places such as the New Bridge and the Arab Baths stand out. On the other hand, in towns such as Mijas or Frigiliana, traditional Andalusian architecture is combined with museum spaces and artisan workshops, all present in its picturesque white streets.
This cultural range is enriched by spaces of great heritage value, such as the Thematic Centre of the Roman Baths in Alameda, which offers an immersion in the daily life of Roman Hispania, or the Campo Santo de Casabermeja, a National Monument for its unique funerary architecture. In Marbella, the Cortijo Miraflores is presented as a cultural centre in a historic setting, while in the Axarquía and Ronda, the wine routes allow you to discover wines with designation of origin that are complemented by traditional dishes such as ajoblanco and sardine skewers. In addition, the municipal markets and agri-food fairs are an excellent opportunity to enjoy zero-kilometre cuisine and local products. Traditional cooking workshops and experiences in rural houses are also promoted, which allow visitors to connect with the local way of life.
Throughout the year, the province hosts events such as the Malaga Film Festival, the White Night, the Terral de Teatro, or the Almuñécar International Jazz Week. At the local level, popular traditions are kept alive such as Malaga's Holy Week, declared a Festival of International Tourist Interest, or the August Fair, which offers an immersion in Andalusian festive culture with traditional costumes, music and the best atmosphere in the street.
Although 2025 presents uncertainties due to the international situation, the destination faces the future with optimism thanks to the increase in air supply, which forecasts a 10.7% increase in seats offered for the first four months of 2025. In addition, the promotional strategy has a budget of 17.5 million euros, 15% more than in 2024, which will allow nearly 200 promotional actions to be carried out focused on key markets and tourists with high purchasing power. The plan also includes significant investments in strategic segments such as golf tourism, with 1.3 million euros; luxury tourism, with 740,000 euros; and MICE tourism, with 500,000 euros. Likewise, it will continue to be committed to innovation and sustainability through tourism intelligence and development projects to improve the competitiveness and sustainability of the destination.
Technology and sustainability at the cultural traveler's service
The incorporation of technological tools has also gained prominence in the destination's tourism strategy. Many museums have implemented interactive content and immersive tours, and digital platforms have been developed that allow you to customize itineraries, book activities, or access interpretive materials in multiple languages.
The Costa del Sol is committed to digitalisation to enrich the experience of the cultural traveller and consolidate itself as a smart and sustainable destination. Pioneering initiatives such as the use of Big Data and Artificial Intelligence make it possible to analyse tourism demand in real time and adapt the offer, sharing data with the sector to improve its competitiveness.
Another example of what is being developed in the province is the Smart Platform of Destination Malaga (PIDM) financed by European Next Generation EU funds, which is integrating digital solutions to optimize tourism management. Likewise, the Association of Municipalities of the Axarquía has launched an app with georeferenced routes, accommodation, gastronomy and points of interest in its 31 municipalities, in addition to digitizing its tourist offices with touch screens and chatbots. The Costa del Sol Tourism Hub programme promotes innovative startups in smart tourism.
Other outstanding projects are Smart Costa del Sol, which integrates tourist services and open data between municipalities, and digital water management systems promoted by Emasa and Dinapsis Costa del Sol through smart platforms and sensors.
In terms of sustainability, the Blue Path stands out, which promotes the responsible enjoyment of the coastline with geolocation, environmental information and citizen participation. They are also working on tools to calculate the tourist's carbon footprint.
These research efforts and project execution to bring the Costa del Sol into the digital age have also resulted in the start of events such as the Digital Enterprise Show (DES) and Turitec that reinforce Malaga as a European benchmark in tourism innovation.
International projection with local identity
Despite competing with consolidated cultural destinations such as Italy or France, the Costa del Sol is positioned as the Spanish destination with the best cultural perception among European travellers, according to Travellyze. The current challenge is to turn this positive perception into a tangible increase in quality travellers.
In short, the Costa del Sol is positioned as a cultural destination in reference, but in constant evolution, capable of combining its historical heritage with a contemporary and dynamic offer that responds to the expectations of today's European cultural traveller.