Marbella is set to wrap up this Thursday the continental conference of the World Tourism Cities Federation (WTCF), organized in collaboration with the Marbella City Council, Tourism of Andalusia, and Costa del Sol Tourism. The event aims to establish the city as a central hub for international discussions regarding luxury tourism, innovation, and sustainability.

The mayor of Marbella, Ángeles Muñoz, opened the forum emphasizing that the event positions the city “at the center of the dialogue between Europe and China” and represents “a unique opportunity to establish a tourism model based on quality, sustainability, and innovation.”

She noted that until August of this year, over half a million Chinese travelers visited Spain, with an average spending surpassing 2,600 euros per person, highlighting the growing interest of the Chinese market in the country.

An inaugural session also featured Carlos García, the Provincial Delegate of Tourism, Culture, and Sports for the Junta of Andalucía in Málaga, who acknowledged Marbella’s selection for this event as a testament to Andalucía’s leadership in the tourism industry and its capacity for innovation. “Technology is redefining the relationship between destinations and visitors, opening pathways for personalized offerings and efficient resource management,” García stated, adding that the congress’s motto encourages a shift from a quantity-centered model to one that prioritizes authenticity, excellence, and sustainability.

He Yong, the Cultural Counselor of the Chinese Embassy in Spain, expressed the Chinese government’s support for tourism cooperation with Spain, praising Marbella for its natural surroundings, high-end infrastructure, and hospitality. He recalled that in 2024, over 650,000 Chinese tourists traveled to Spain, reflecting a 60% increase from the previous year. This dynamic highlights the mutual desire to deepen friendship and understanding between both peoples.

Chen Bo, the Executive Director of WTCF, expressed gratitude to the Marbella City Council and collaborating entities for their commitment and highlighted that the organization, headquartered in Beijing and comprising over 250 members in 87 countries, works to enhance cooperation among tourism cities and promote better urban living through tourism. He noted the importance of digital tools to boost high-end tourism, the integration of culture and travel, and planning based on international alliances. “Global tourism is entering a new stage of recovery and transformation,” he declared, confident that this conference would contribute to forging a more innovative, open, and sustainable future.

The program under the theme Projecting the Future: Transforming Luxury Tourism has addressed crucial issues such as artificial intelligence, digitalization, sustainability, and cultural cooperation. Through master lectures, thematic forums, training sessions, business meetings, and technical visits, participants strive to strengthen collaboration among European and Asian destinations and solidify Marbella’s international projection as a benchmark for excellence in tourism.

The meeting aims to leave as a legacy a roadmap that allows Marbella and its international partners to advance in tourism models that combine luxury, sustainability, and authentic cultural experience, keeping the city at the forefront of global tourism cooperation.