Published on
January 14, 2026
For decades, the Finnish relationship with Spain’s Costa del Sol has been centered around the “Little Finland” of Fuengirola. But as we enter 2026, the map is expanding. The Axarquía Costa del Sol, the ruggedly beautiful eastern sibling of the more famous western coast, has arrived at the MATKA Nordic Travel Fair in Helsinki with a singular mission: to show the Finnish market that there is a wilder, more authentic side to the Mediterranean.
From January 15 to 18, 2026, the Association for the Promotion of Tourism in the Axarquía (APTA) is taking centre stage in the Finnish capital. This isn’t just about brochures; it’s a strategic play to capture a market that values nature, sustainability, and the “slow travel” movement—three things the Axarquía has in abundance.
Why the Finnish Market?
The Nordic market is a sleeping giant for the Eastern Costa del Sol. Unlike the traditional mass-market tourist, Finnish travelers are known for their love of the outdoors, high spending power, and a preference for long-stay winter escapes.
As Álvaro Hurtado, president of APTA, noted, the goal is to “diversify the visitor profile.” With direct flights between Malaga and Helsinki reaching record numbers in 2025, the logistical barrier has vanished. The Axarquía is now positioning itself as the perfect antidote to the dark, freezing Finnish winters—offering 300 days of sunshine and a pace of life that feels like a warm embrace.
The Promotional Pillars: Sun, Soil, and Soul
The campaign in Helsinki is built around three major attractions that set the Axarquía apart from its high-rise neighbors:
Gastronomy and the “Tropical Coast”: The Axarquía is Europe’s primary producer of mangoes and avocados. The “Sabor a Málaga” (Flavor of Malaga) initiative is a major draw at MATKA, showcasing the region’s unique ability to combine traditional Mediterranean vineyards with exotic tropical plantations.
The Mudejar Route: For the culturally curious Finnish traveler, the Axarquía offers a journey through time. The promotion highlights the white-washed villages of Frigiliana, Cómpeta, and Sayalonga, where the Mudejar architecture tells the story of Spain’s Moorish past.
Active Nature: From the towering peaks of La Maroma to the dramatic cliffs of Nerja and Maro, the region is being marketed as a premier destination for hiking, cycling, and diving. The recently expanded coastal footpath (Senda Litoral) is a key selling point for those who want to walk the Mediterranean shore without the crowds of the west.
Beyond the Beach: A Focus on Nerja and Torre del Mar
While the inland villages are the “soul” of the region, its coastal anchors are also evolving. Nerja, often called the “Jewel of the Costa del Sol,” is promoting its world-famous caves and the Balcón de Europa as a year-round cultural hub. Meanwhile, Torre del Mar is being pitched as a family-friendly destination with one of the best promenades in Europe.
A significant part of the 2026 strategy involves “Desestacionalización”—the effort to break the seasonal cycle. By showing Finnish travelers that the Axarquía is just as vibrant in February as it is in July, APTA hopes to fill the quiet winter months with visitors who appreciate the mild “eternal spring” of the eastern coast.
Humanizing the Connection: A Sustainable Future
What makes the Axarquía’s presence in Helsinki so important is the shared value of Sustainability. Helsinki has recently been ranked as the world’s most sustainable tourism destination, and Finnish travelers carry those values with them.
The Axarquía isn’t trying to build more mega-hotels. Instead, the promotion focuses on rural tourism (turismo rural), boutique guesthouses, and eco-friendly excursions. It’s a message that resonates deeply with the Nordic sensibility: travel that respects the land and enriches the local community.
A New Chapter for Eastern Malaga
As the MATKA fair concludes, the ripples of this campaign are expected to be felt throughout the 2026/2027 season. By looking North, the Axarquía is ensuring its future isn’t tied to just one market. It is an invitation to the people of Finland to look past the high-rises and discover a land of raisins and wine, of hidden coves and mountain trails.
The message from Helsinki is clear: the sun is rising in the East, and the world is starting to take notice.
