Antonio Díaz is the managing director of Costa del Sol Tourism, and we spoke to him about the destination’s mission, strategy and new challenges. The Costa del Sol continues to move towards a tourism model of quality and diversification, with a leading offer in segments such as sun and beach, culture, gastronomy, nature, sport and, of course, golf.
Tourism is an industry that has not ceased to drive the province of Malaga and its Costa del Sol economically and socially, and golf has played a fundamental role, especially women’s golf, which occupies a prominent place in the promotional strategy of Costa del Sol Tourism.
What is the mission of Costa del Sol Tourism and Planning? What are its values, commitment and vision of tourism as one of the main economic engines of the province of Malaga?
Our mission is to consolidate the Costa del Sol as a leading global tourist destination, committed to excellence, innovation and sustainability. We focus on promoting the province of Malaga as a diversified destination that offers unique experiences all year round. Our values include a commitment to economic and social development, the preservation of the environment and the integration of local communities in tourism.
Ultimately, the vision is to position the Costa del Sol as a quality destination balancing growth and sustainability and offering every visitor an unforgettable experience.
The Costa del Sol brand is one of the best positioned nationally and internationally. What do you think has brought it to this position?
It has been due to a combination of factors. We have more than 70 golf courses and we are the destination with the most facilities of this type in continental Europe, with two out of every three courses in Andalusia spread over 16 municipalities. This leadership is reinforced by the organisation of 62% of the women’s golf tournaments and events held in Andalusia, highlighting competitions of worldwide relevance such as the Solheim Cup 2023, which took place at Finca Cortesín.
We have also strengthened our international projection by participating in specialised fairs such as the International Golf Travel Market (IGTM) and organising press trips in collaboration with companies and Spanish Tourist Offices (OETs) to attract stakeholders and promote the excellence of our facilities and services.
Our commitment to the golf segment, especially for women, has been strategic, with initiatives such as the Race to Costa del Sol, which has increased our visibility in key markets such as Germany, Switzerland, France, the United States, Canada and Asian countries. This effort has been rewarded with very good ratings from golfers, who have given us an average score of 9.24 out of 10.
Factors such as safety, value for money, excellent service and facilities have been key to this success.
One of the strategic pillars of the Costa del Sol is sustainability. Where do you think we should focus our efforts for this model?
Sustainability must be transversal. In the golf industry it is crucial to implement measures to promote the efficient use of water, renewable energies and the preservation of biodiversity.
We are also working on the management of tourist flows to avoid saturation at certain times of the year and to promote a more balanced tourism. The commitment to sustainable mobility and raising visitor sensitivity to environmental impact are also priorities in this model.
An example of this, in addition to reforesting a burnt area in 2014 with the help of local companies, is the Senda Azul project, an initiative that highlights the maritime and coastal heritage of the Costa del Sol. Through routes that connect various municipalities, Senda Azul promotes sustainable tourism, respecting marine and terrestrial ecosystems, and encouraging activities that combine sport, nature and culture. This model, based on the integration of the natural environment and tourist resources, serves as a reference for incorporating sustainable practices in other segments such as golf.
The Solheim Cup 2023 held at the Finca Cortesin golf course in Malaga was undoubtedly the great event for women’s golf worldwide. The event was a great success and showcased the potential of the Costa del Sol destination. One year on, do you think there is a ‘Solheim effect’ for the Costa del Sol?
Absolutely. The Solheim Cup had an extraordinary impact with a global audience of over 461 million viewers and an estimated economic impact of between 400 and 500 million euros. During the event more than 13,000 rooms were booked in 75 hotels and 20 official tour operators were mobilised, generating direct benefits for key sectors such as hotels, restaurants, car hire and golf courses.
This ‘Solheim effect’ has consolidated the Costa del Sol as a benchmark for women’s golf tourism and has driven increased demand in emerging markets. There has also been an increase in bookings from international golfers.
Turismo Costa del Sol continues to support women’s golf and is backing the Andalucía Costa del Sol Open de España for yet another year. What does this sponsorship mean for tourism in the area?
Sponsorship of the Andalucía Costa del Sol Open de España reaffirms our commitment to women’s golf and sport as a tool for economic development. This event not only attracts world golf stars, but also generates a significant media and tourist impact.
The tournament brings high hotel occupancy, especially in premium segments, and serves as a showcase for values such as quality, diversity and sustainability. It also positions us as a leading destination in gender equality in sport.
Specifically in golf, what kind of actions are on the Costa del Sol’s agenda for next year?
We will strengthen the promotion of golf in key markets such as the United Kingdom, Germany, Sweden and the United States, through specialised fairs, agreements with tour operators and segmented digital campaigns.
In addition, we will develop sustainability actions at golf courses, with water saving programmes and environmental certifications. We will also develop the deseasonalisation, promoting tourist packages that include golf, gastronomy and culture during the low seasons.
What are the main challenges for the Costa del Sol destination in the next few years?
One of the biggest challenges is to maintain our leadership in the global market, with values such as innovation and diversification of the offer. At the same time, we must face the challenge of sustainability for a growth in tourism that is compatible with the preservation of the environment and the well-being of local communities.
Another key challenge will be to attract a younger public and adapt to new technologies, such as digitalisation and the use of AI in the promotion and management of the destination.