Published on
November 15, 2025
Almuñécar-La Herradura, two picturesque towns located on Spain’s Costa Tropical in the Granada province, have embarked on their first significant promotional campaign in France. This initiative marks a pivotal step in the region’s strategy to globalise its tourist offerings and broaden its appeal to international markets. The city of Lyon, renowned as Europe’s gastronomic capital, was chosen as the launchpad for this high-impact campaign that took place on the 11th and 12th of November. The campaign aims to position Almuñécar–La Herradura as a must-visit destination for French tourists.
The Importance of the French Market to Almuñécar–La Herradura
For many years, the French market has been a cornerstone of Almuñécar–La Herradura’s international tourism. French visitors have consistently accounted for over 30% of the region’s foreign tourists, a testament to the area’s longstanding appeal. The French are attracted not only to Spain’s beaches but also to the rich cultural heritage, vibrant gastronomy, and the sustainable, nature-focused tourism experiences that the region offers. The French tourism board’s decision to target Lyon specifically underlines the region’s growing interest in attracting high-spending tourists who are keen on experiences that blend nature, history, and culinary delights.
The tourists from France are often drawn to authentic Mediterranean experiences, sustainable tourism, and a lifestyle where nature and culture take centre stage. With this campaign, the local tourism board is keen to emphasise these attributes, highlighting how Almuñécar and La Herradura offer visitors a unique blend of rich traditions, breathtaking landscapes, and tropical cuisine.
Key Features of the Promotional Campaign
The promotional event in Lyon was characterised by a mobile advertising vehicle that made its way through several of the city’s most iconic and bustling locations, ensuring maximum visibility. Large LED screens mounted on the vehicle displayed eye-catching clips of Almuñécar–La Herradura’s attractions, capturing the attention of passersby. The locations chosen for the display—such as Place Bellecour, Vieux Lyon, and Rue du Président Carnot—are among the most famous in Lyon, ensuring that the campaign reached a wide and diverse audience.
Alongside the mobile advertising vehicle, two brand ambassadors were on hand to distribute a variety of promotional materials in French, including flyers, postcards, key rings, and pens. The idea behind this interactive, on-the-ground approach was to foster direct engagement with the public, offering a more personal connection to the destination. The ambassadors were also tasked with encouraging visitors to engage with the promotional campaign and consider booking a trip to Almuñécar–La Herradura, which has long been revered for its authenticity and Mediterranean flair.
What Makes Almuñécar–La Herradura Stand Out?
Almuñécar–La Herradura offers much more than the typical beach destination. Its Mediterranean authenticity is at the heart of the destination’s identity. The region is known for its lush landscapes, clear blue waters, and the preservation of its natural heritage. It is a haven for tourists seeking to escape the crowded tourist hotspots and immerse themselves in a place where sustainability and eco-conscious travel are prioritised.
Tropical fruits, particularly avocados and mangoes, thrive in the area’s warm climate, and this distinct agricultural production sets the region apart from other coastal destinations. The gastronomic culture also plays a key role in making Almuñécar–La Herradura a unique destination. Spanish cuisine, especially seafood and local specialities, is central to the experience, offering tourists the chance to indulge in flavours unique to the region. The use of sustainable farming and fishing practices adds to the appeal for eco-conscious visitors who are keen on minimising their environmental footprint while travelling.
A Strategic Step Towards International Expansion
The Lyon campaign is an integral part of Almuñécar–La Herradura’s broader strategy to internationalise its tourism offerings. This strategic push is aimed at diversifying the market, bringing in visitors from key overseas regions. The year 2025 has already seen the destination strengthen its presence in British and Scandinavian markets, with France now added to the list. The goal is to transform Almuñécar and La Herradura into an internationally recognized destination, known for its blend of natural beauty, cultural richness, and sustainable tourism.
Lyon was specifically chosen for its reputation as a gastronomic epicentre, making it an ideal city to promote Spain’s Costa Tropical. The strategic focus on Lyon aligns with the region’s efforts to highlight its culinary richness. By appealing to the city’s food-centric culture, Almuñécar–La Herradura aims to create a powerful association with Mediterranean cuisine, further strengthening its position as a key player on the international tourism map.
Looking Ahead: A Continued Focus on Sustainable Tourism
One of the central themes in Almuñécar–La Herradura’s promotional campaign is the emphasis on sustainability. As travellers increasingly seek environmentally conscious destinations, the region’s commitment to sustainable tourism practices becomes an even more important selling point. Almuñécar–La Herradura is a pioneer in promoting responsible travel that protects local ecosystems and heritage while also offering high-quality experiences for visitors.
The campaign in Lyon not only serves to increase international awareness of the destination but also provides an opportunity to showcase the region’s environmental efforts. As tourists become more concerned with the environmental impact of their travels, the commitment of Almuñécar–La Herradura to preserving its natural beauty while fostering economic growth will be a major draw.
Almuñécar–La Herradura’s Future Goals
The tourism board’s long-term plan includes expanding promotional efforts beyond France, further solidifying its presence in key European markets. The ambition is to create a sustained international profile for Almuñécar–La Herradura, one that resonates with tourists seeking authenticity, sustainability, and memorable travel experiences. The positive reception in Lyon signals the potential for future campaigns in other major cities, both within Europe and beyond.
In addition to attracting tourists, the campaign is also seen as an opportunity to encourage cultural exchange and economic growth. By positioning itself as a destination that celebrates Mediterranean authenticity and sustainability, Almuñécar–La Herradura hopes to strengthen its reputation and increase its appeal to a global audience.
A Bright Future for Almuñécar–La Herradura
The new marketing campaign in Lyon is only the start of a larger project to make Almuñécar–La Herradura a more popular destination for tourists from around the world. The area is ideally situated to draw more tourists from France and other countries thanks to its emphasis on Mediterranean authenticity, sustainability, and a thriving culture. Travelers who care about the environment will probably continue to be drawn to Almuñécar–La Herradura’s dedication to eco-friendly tourism and sustainable practices as the world grows more focused on responsible travel.
With a solid base in place, Almuñécar–La Herradura is prepared to start its next stage of global marketing, building enduring relationships with travelers who will surely return to Spain’s Costa Tropical for many years to come.
