The Tourist Board presents Hinterland Tourism Advertising and Promotion Plan for Málaga Province

Nature, monuments, culture, food, good weather, special routes, sports, landscapes, peace and quiet… These are some of the attractions of country travel. Being aware of them, the Costa del Sol Tourist Board launched a plan early this summer to boost this segment. It is our Hinterland Tourism Advertising and Promotion Plan for Málaga Province.

At the presentation, the President of the Provincial Government and the Tourist Board, Salvador Pendón, underscored the “high tourist value of the hinterland, which needs to be stressed and sold.” The plan was revealed to local mayors and rural development groups. Meanwhile, an inventory is being made of all the travel products and services available in the towns in Málaga Province.

Mr Pendón said, “a real assessment of this segment, as one of the key sectors in our travel industry, is being made with the aim of positioning it favourably as a strategy to fight peak travel.”

The project is the result of an agreement between the Tourist Board and adventure travel website MasNatura.com.

The ultimate goal is to solve hinterland tourism management issues, which have to do with a series of factors. The project has been budgeted at €500,000 and scheduled for completion in three years. MasNatura.com –a leading getaway travel website owned by Mucho Viaje– has been chosen as partner.

According to Mr Pendón, the different regions of Málaga Province are those with the strongest personalities and largest numbers of attractions in Andalusia. “In fact, Axarquía, Serranía de Ronda and Valle del Guadalhorce are three nerve centres attracting nature and country travellers,” he added. Here, and in Málaga Province in general, travel and tourism is a key industry to fight unemployment and lower unemployment rates.

Plan development

The thorough review involves the identification of lines of business, the segmentation of supply, and the outlining of product ranges. Research is already being carried out into the number of country hotels and lodgings as well as into the menu of rural, active, food and wine, cultural, family, and health and wellness tourism activities. In stage two, travel products will be developed and sold in dynamic packages.