Published on
November 17, 2025
The region of Axarquia is quietly establishing its identity as one of Spain’s most varied and exciting tourism destinations. A significant message regarding the region’s expansive appeal was delivered this November, when the Axarquia Tourism Promotion Association (APTA) strategically participated in the 28th edition of INTUR, which is recognized as the premier Interior Tourism Fair, held in the city of Valladolid.
The showcase was meticulously organized to demonstrate that the Costa del Sol encompasses far more than the commonly perceived notions of relentless sun, stretches of sand, and the general attractions associated with Malaga. A concerted effort was initiated to highlight the comprehensive coastal and inland offerings, cementing the area’s growing profile on both a national and, increasingly, an international scale. The objective was clear: to ensure that the unique character of this comarca would be fully appreciated, positioning it not merely as a supplementary travel spot but as a primary destination in its own right, thereby securing its place among Spain’s essential places to visit.
Strategic Engagements at INTUR Negocios
A calculated presence was maintained at INTUR Negocios, the specialized B2B section of the fair, which was convened on the first day of the proceedings. Through a rigorous schedule of meetings, representatives of APTA successfully connected with a significant number of industry professionals. Over 70 companies were engaged with, these organizations having traveled from 21 countries worldwide. The international appeal of the Axarquia region was palpably demonstrated by the attendance figures, as four times more international tour operators were present compared to the participation recorded in 2023. These crucial meetings and negotiations were undertaken with the express purpose of stimulating increased visitor numbers across the entire comarca.
Furthermore, these interactions were designed to solidify the perception of Axarquia Costa del Sol as a demonstrably sustainable and undeniably high-quality tourism destination. The focus was resolutely placed on fostering relationships that would translate into long-term, beneficial growth, ensuring the region’s narrative was effectively communicated to key decision-makers within the global travel market. Through this intensive professional outreach, the foundations for a robust and internationally recognized tourism infrastructure were sought to be strengthened, moving away from mass tourism towards a more discerning and values-led form of travel.
Elevating the Accommodation and Gastronomic Profile
Considerable interest was directed towards the evolution of the region’s visitor experience, with a specific emphasis on elevating the quality of services provided. Attention was primarily captured by offerings in the mid- to high-end accommodation category, which includes sophisticated boutique hotels and rigorously assessed four-star stays. A clear differentiation was sought between these superior offerings and the standard, more conventional lodging options typically associated with established coastal tourism areas.
Furthermore, a significant part of the dialogue revolved around gastronomic experiences, where the conversation consciously moved beyond the familiar realm of traditional tapas bars. The emphasis was placed on promoting full culinary journeys, designed to showcase the richness and diversity of the local produce and traditional cooking techniques. This shift indicated a commitment to providing an in-depth cultural immersion through food, where the narrative of the landscape and the local communities is expertly told through the plate. It was made apparent that the region is intent on being recognized for its fine dining, innovative chefs, and the cultivation of local ingredients, such as the renowned Moscatel grape, which is central to the area’s viticulture.
Capturing Diverse Visitor Segments
The comprehensive nature of the region’s appeal was further underscored by the identification of several priority market segments. It was clearly articulated that the region’s varied attractions are well-suited for a broad spectrum of visitors, ranging from seniors seeking tranquility and cultural depth to families desiring safe and engaging environments. Couples and solo travellers were also highlighted as crucial targets, along with the growing need to cater effectively to corporate visitors who may be seeking unique locations for retreats or business meetings. The diversification strategy was not limited to these conventional groups, however.
The Gems of Axarquia Presented at INTUR Viajeros
The B2C component of the fair, known as INTUR Viajeros, served as the public showcase, where the unique character and individual attractions of Axarquia’s towns were brought to the forefront. A carefully curated selection of towns was presented, ensuring that both the coastal dynamism and the inland serenity of the region were adequately represented. The towns showcased included the historically rich Velez-Malaga, the popular coastal area of Rincon de la Victoria, the beautiful mountain village of Competa, the dramatic setting of Canillas de Aceituno, the agricultural hub of Periana, the commanding fortress village of Comares, the lively resort of Torre del Mar, and the internationally famous caves and beaches of Nerja.
Conclusion and Future Outlook
The participation of Axarquia in the INTUR 2025 fair has been officially assessed as an emphatic success. The manager of APTA, Elisa Páez, conveyed that the event clearly underlined the increasing international growth being experienced by Axarquía tourism. It was further asserted that the high demand for both active and gastronomic experiences was confirmed, decisively reinforcing the region’s considerable potential as an emerging and compelling destination. The overall significance of the fair for the region was cemented by the observable rise in attendance, with a three per cent increase in visitors being recorded compared to the figures from the previous year. This metric confirms that Axarquia Costa del Sol is now widely regarded as a must-watch location for any traveler or tourism operator seeking to explore Spain beyond the well-trodden and obvious hotspots. The strategic repositioning of the comarca has been successfully initiated, and a firm foundation for future, sustainable expansion has been established.
