The City Council of Marbella is set to enhance its promotional strategy over the coming months, aiming for a prominent presence at trade fairs, professional days, and high-level events between March and July. This initiative seeks to solidify the city’s positioning as a top-tier tourist destination while reinforcing key strategic segments such as luxury and golf. As Mayor Ángeles Muñoz stated, “This program aligns with the municipality’s commitment to diversifying markets and consolidating the municipality’s leadership in a progressively competitive environment.”

She further highlighted that the current international context, marked by ongoing conflict in the Middle East and connectivity issues stemming from delays in high-speed rail operations, affects the influx of Spanish tourists, prompting a strategic focus on key European and national markets to preempt potential demand fluctuations.

In this vein, Marbella is positioned as a “safe and reliable destination,” with the continual effort to communicate this message to primary outbound markets. The roadmap kicked off this week with participation at the B-Travel in Barcelona, a significant event in Spain’s tourism sector. In April, the city will attend specialized meetings such as the ICTES Congress in Córdoba and the Luxury Spain Tourism Destination Annual Meeting in Madrid, further promoting a tourism model focused on excellence.

One of the standout milestones will be participation in the Monaco Historic Grand Prix (April 24-27), providing an elite international platform for the luxury segment. Muñoz emphasized that “these events allow us to position Marbella in very selective environments and connect directly with visitors seeking exclusive and high-quality experiences.”

The strategy also includes direct actions in key European markets, with professional days planned in cities like Belgrade, Zagreb, and Ljubljana alongside Tourism and Planning Costa del Sol, and in Portugal, with meetings in Braga, Porto, Coimbra, and Lisbon, organized by Turespaña to strengthen ties with tour operators and specialized agents.

In May, the city is set to participate in Expovacaciones in Bilbao, a major fair relevant to northern Spain’s market, along with professional encounters in Amsterdam and Paris focusing on the golf segment, one of the destination’s main attractions. The agenda is rounded out with specific actions in Ireland, featuring presence at SIE Dublin, and in the UK with participation in the ITT Conference in June. Additionally, golf will again take center stage with new sessions in Copenhagen and Malmö slated for late June to early July.

*Tags: Tourism Fair, Golf, Marbella, Summer