Turismo Costa del Sol asserts its role in the evolution of the destination
10 June, 2026Turismo Costa del Sol celebrates 50 years as one of the key instruments in the international projection of the province of Málaga and in the transformation of the destination towards a more diverse, competitive and sustainable offer.
The organisation, which depends on the Provincial Council of Málaga, was created in 1976 with the aim of bringing together institutions, companies and professionals under a common promotion strategy. Half a century later, it is renewing its brand image to reflect the evolution of the Costa del Sol beyond sun and beach, with segments such as culture, gastronomy, golf, nature, active tourism and MICE.
In this period the destination has multiplied its tourism capacity and its connectivity. Málaga Airport has gone from around 2.5 million passengers in 1976 to 26.7 million in 2025, according to data provided by the organisation.
Francisco Salado, president of the Provincial Council and of Turismo Costa del Sol, stressed that the new brand reflects “a diverse, innovative destination” and a strategy based on public-private collaboration. The new identity will be gradually incorporated into the destination’s promotional actions.