The City Council has officially formalized Marbella’s entry into the Spain is Excellence (SIE) alliance, a strategic partnership that assembles key destinations, businesses, and institutions representing high-end tourism in Spain. General Director Laura de Arce emphasized that “the locality is integrating into a network that shares our commitment to quality, sustainability, and innovation as fundamental pillars for development in this sector.” She added that “this incorporation marks a further step in the municipal strategy to position Marbella as an international benchmark in the premium segment, aligning with a network of excellence that shares our focus on these critical areas.”

De Arce explained that “joining SIE will allow the city to participate in joint promotional activities, marketing, and networking within key markets, enhancing its visibility and strengthening its presence in specialized forums and international events.” She highlighted that “being part of this platform places us in a valuable collaborative environment that fosters public-private synergies, attracts new high-spending tourists, and continues to diversify our offerings with unique proposals.”

Spain is Excellence strives to promote Spain as a premier destination in key countries, emphasizing quality tourism and creating added value. In this respect, De Arce noted that “this initiative enhances our ongoing efforts to continuously improve visitor experiences, establishing a competitive and balanced model throughout the year.”

In the coming months, Marbella, working with SIE, will engage in a series of promotional activities to expand later. Specifically, there are plans for a golf event that will feature a nine-hole tournament with exclusive experiences and an introductory clinic, attracting around 60 high-income participants. Additionally, the municipality will partake in SIExquisito in Madrid, a culinary event targeted at specialized travel agencies, press, and diplomatic representatives. Marbella will also be present at a ‘Sales Mission SIE’ in Dublin, oriented towards premium agencies in the Irish market, recognized for its increasing impact on tourism in our country.