The General Director of Marbella, Laura de Arce, emphasized that “the locality integrates into a network that shares our commitment to quality, sustainability, and innovation as the cornerstones of development in this domain.” The city council has formalized the municipality’s adhesion to Spain is Excellence (SIE), a strategic alliance that unites prominent destinations, businesses, and institutions in Spain’s high-end tourism sector.

De Arce explained that “joining SIE will allow the city to participate in joint promotional, marketing, and networking actions in key markets, enhancing its visibility and strengthening its presence in specialized forums and international events.” Additionally, she highlighted that “belonging to this platform places us in a privileged cooperative environment that fosters public-private collaboration and allows synergy generation, attracting new profiles of high-income visitors and continuing to diversify our offers with distinct proposals.”

Spain is Excellence promotes Spain as a top-tier destination in key countries, focusing on quality tourism and value generation. In this context, De Arce noted that “this initiative reinforces the efforts we have been making towards the continuous improvement of visitor experience, consolidating a competitive and balanced model throughout the year.”

She detailed that Marbella will participate, alongside SIE, in a series of promotional activities in the coming months, which will expand later. Specifically, a nine-hole golf tournament with exclusive experiences and an introductory clinic is planned, with around 60 high-income players expected to attend. Moreover, the municipality will partake in SIExquisito in Madrid, a gastronomic experience aimed at specialized travel agencies, press, and diplomatic representatives. Marbella will also be present at a Sales Mission SIE in Dublin, an event focused on premium agencies in the Irish market, regarded as strategic due to its growing impact on tourism in the region.