Tourist Office of Spain: Why Costa del Sol is a must-visit destination

Magical. Charming. Authentic. One town prettier than the next. 

These are just a few words that were used to describe Spain's Costa del Sol region on Thursday (May 29) as the Tourist Office of Spain visited the Greater Toronto Area to unpack one of Europe's most sought-after destinations.

More than 40 attendees, including travel advisors and tour operators, gathered at the Hilton Toronto/Markham Suites Conference Centre for a breakfast presentation hosted by The Costa del Sol Tourist Board, Málaga Chamber of Commerce, and the Tourist Office of Spain.

Three destination management companies (Abies Travel, Euroamerica, and Autentik Hotels and Travel) and luxury hotel group Hoteles Pyr were also there to share what makes Málaga and the Costa del Sol so compelling.

As Natalia Boveda, marketing executive for the Costa del Sol Tourist Board, told attendees: "We have more than 3,000 years of history. It's the culture. It's the gastronomy. It is the vibrance of the people - the beautiful weather that we have. We have the sea with 165 kilometres of coastline, and then in the inland, we are surrounded by mountains."

Canadian market shows growth 

According to Isabel Martín Benítez, consul for tourism affairs at the Tourist Office of Spain in Toronto, the Canadian visitation numbers tell a positive story.

READ MORE: On Location: “Olé!”: PAX unpacks Spain’s Costa del Sol & Madrid with Collette & travel advisors

“Last year, we had 650,000 Canadian travellers in Spain,” Martín Benítez told PAX.  “The bookings are doing very, very well for the summer, but also for the winter, because Spain is a winter destination." 

This growth is significant for the Costa del Sol, which has positioned itself as a year-round destination rather than the traditional summer-only Mediterranean escape.

Boveda emphasized this strategic shift, noting, "We no longer encourage people to come in the summertime, because it's our high season. We don't really need to promote that, but we need to promote the winter because we have amazing weather year-round. We have more than 320 days of sunshine in Costa del Sol."

The connectivity between Canada and the region is offered by Air Transat operating direct flights from Montreal to Málaga.

"We don't have at the moment direct flights from Toronto to Málaga, but you can (connect) very easily because Air Transat has a new agreement with Porter," Martín Benítez explained.

For Toronto-based travellers flying into Madrid, the high-speed and low-cost train services offer a convenient alternative reaching Málaga’s city centre in just over two hours with 26 daily departures available. 

A blend of experiences

According to Boveda, the Costa del Sol region offers Canadian travellers a blend of experiences that extend beyond the traditional beach vacation.

The region encompasses 103 towns and villages across 165 killometres of Mediterranean coastline, each with its own distinct character and attractions.

Málaga Airport (AGP), the third busiest in Spain after Madrid and Barcelona, handled 25 million passengers in 2024.

Boveda explained that the region caters to diverse market segments. Marbella represents the luxury end of the market with "the highest concentration of five-star hotels" and Michelin-star restaurants, while Ronda, a city sitting 800 metres above sea level, is famous for its wineries and scenic beauty.

Antequera, located 45 minutes north of Malaga, is a medieval city with a concentration of churches and the Alcazaba of Antequera, a Moorish fortress.

The Port of Málaga, located right in the heart of the city, welcomes major cruise lines including MSC, Royal Caribbean, and Silversea, making it an ideal port-of-call destination.

For adventure-seeking clients, the inland areas offer hiking trails spanning over 800 kilometers, including the popular Caminito del Rey trail and numerous natural parks perfect for bird watching.

The region also offers more than 70 golf courses, earning it the nickname Costa del Golf, while cultural enthusiasts can explore 36 museums in Málaga alone, including two dedicated to native son Pablo Picasso.

Travel advisors who experienced the destination firsthand shared their personal feedback with PAX.

Lisa Booth from Direct Travel described the region as "so beautiful and quaint, and every corner was more beautiful than the next."

She recommended clients consider flying into Madrid and taking the train to fully appreciate both the capital and the countryside journey.

The entire area was described by Hymie Lebowitz of YYZ Travel Group as "magical" and "charming." He remarked that "one town is prettier than the other" and highlighted the authentic Spanish hospitality, along with the "unbelievable" gastronomy.

Sustainable focus drives winter positioning

Boveda shared with PAX that Costa del Sol's commitment to sustainable tourism is reshaping how the destination markets itself to Canadian travellers.

The destination is promoting winter visits by highlighting its mild climate as the perfect escape for Canadian snowbirds. However, Boveda emphasized that the destination is "for everyone" - including families, honeymooners, and young travellers alike.

Boveda shared that this strategy follows the trend of responsible tourism and gives Canadian travel advisors a chance to offer clients quieter, more authentic experiences.

The tourist board says the region is a year-round destination and offers a wide range of places to stay - from boutique hotels and apartments to luxury resorts - making it a great option for Canadians looking for a different kind of winter getaway.

"My main message to travel advisors would be that we count on them, because they are very important for us,” said Benítez.

“They are very important to show Canadians what Spain has to offer - and to offer also another Spain - not just the typical things that people know here about Spain - but also other villages and other cultures and the diversity that we have in Spain."

What's it like to visit Costa del Sol? PAX visited the region last January with Collette. Click here to read about our experience. 

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