The Costa del Sol (Spain) will close 2018 with 14.2 billion in tourist revenue

The public tourism company launches a marketing campaign in winter that estimates 50 million impacts

The Costa del Sol will close the current year with an increase of 2.5 percent in tourist revenues, which will reach 14.2 billion euros; besides a 4.5 percent rise in tourist employment, with a total of 173,800 people working in the industry; and a slight increase of one percent in the number of tourists to reach 12,556,000, according to data released Tuesday by the president of Turismo Costa del Sol, Elías Bendodo.

In addition, it has advanced that the sensations for the beginning of the year 2019 are “positive” since the reservation of air seats has increased by 8.6 percent for the first four months of the year.

“Once again the solidity and leadership of the Costa del Sol once again presents its best tourist results in its history despite the fall of our main markets such as the British and the German,” he said at a press conference together with the CEO and the managing director of the public tourism company, Jacobo Florido and Arturo Bernal, respectively.

Bendodo has emphasized the capacity of the Malaga destination to attract travelers from other countries, mainly from France, the Nordic countries, Spain and Portugal. He also pointed out the slight drop in the international market that in 2017 there were three countries, Turkey, Tunisia and Egypt, “that disappeared and the Costa del Sol benefited”.

However, it has continued, this exercise has begun to recover and “that quality tourist has become loyal to the Costa del Sol but others have returned to those countries”. A decrease, however, “clearly compensated with the growth of four percent of the national market” and has relied on “loyalty and retain” that traveler ‘borrowed’.


The president of Turismo Costa del Sol has advanced this data of closing of the exercise during the presentation of the new campaign of digital marketing that will start up the company until March to boost the tourist reserves during the low season in the province of Malaga and in the that will use artificial intelligence, as it has been doing since 2016.

The campaign will be carried out in nine Spanish capitals and their areas of influence and will impact potential tourists from more than 45 large cities and metropolitan areas of 13 countries in Europe with high air connectivity with Malaga such as London, Glasgow, Manchester, Berlin, Munich, Paris, Marseille, Brussels, Amsterdam, Rome, Zurich, Vienna or Stockholm.

The campaign, with a total investment of 115,000 euros for both the national and international markets, is mainly aimed at those tourists who use the Internet as a means of information and a booking channel to organize their trips. The forecast is to achieve over 55 million impacts in potential customers in these four months.

The winter campaign will be developed in the province of Malaga to encourage the consumption of tourist products during the visit of tourists; in nearby markets such as Granada, Seville and Córdoba and in other nationals with great accessibility to Malaga such as Madrid, Barcelona, ​​Bilbao, Valencia and Zaragoza.

At an international level, it will reach 13 countries and, within them, it will affect the large metropolitan areas of the United Kingdom, Germany, France, the Netherlands, Belgium, Ireland, Denmark, Italy, Switzerland, Norway, Sweden, Finland and Austria.

Bendodo has stressed the importance of using artificial intelligence and Big Data because, in this way, you can consider “a marketing action that will have the ability to micro-segregate and reach, almost with surgical precision, those people who may be interested to come to the Costa del Sol “; besides measuring the results according to the countries or markets and guiding the strategy or changing it.


For the campaign to be more efficient in the potential tourist, it will be managed through a data management platform (DMP), which is a centralized system for collecting and analyzing large data sets from disparate sources to directly impact on the citizens.

For the development of the digital marketing action a total of 256 creative pieces have been made in four languages ​​(Spanish, English, French and German) focused on the promotion of four segments with attraction capacity in low season: culture, interior, golf and idiomatic.

“The messages have focused on selling the cultural and heritage offer of the province of Malaga, the interior tourism and the rich offer of the municipalities of the interior, the possibilities of playing golf in winter with an enviable climate in Europe and the Costa del Sol as a destination to learn Spanish “, detailed Bendodo

Thus, the action will be divided into two campaigns: one to generate visits to the website, to increase telephone and email contacts of tourists with local businessmen; and another with online travel agencies to bring traffic to a specific space oriented exclusively to the sale of services and information on tourism on the Costa del Sol with the aim of generating flight, hotel, flight and hotel reservations, trips and cars during your stay in Malaga.

For each of the campaigns, 16 different work lines will be defined, one for each country, as the profiles of potential tourists from each of the markets have been studied.

In addition, three main tactics have been defined for each line of work, such as the previous study of potential client patterns. With this qualified information, it will go to customer segments whose travel purchase trends are already known and, finally, action will be taken on users who have shown interest in the campaigns to try to drive them until they book their vacations in the Costa del Sol.

Bendodo has trusted that this campaign “contributes to improve one of the objectives” of the public company: to offer an open destination 365 days a year. “It is an objective that we are achieving since in the 2012-2017 period we have managed to reduce tourist seasonality in the Costa del Sol by three points thanks to the efforts of the entire tourism sector and the segmentation strategy that we started in 2011”, has ended .