There are moments in the evolution of tourism on the Costa del Sol that not only call for celebration, but also for deep reflection on who we are and where we are heading.
The opportunity to inaugurate this section, «"The Guest Gaze"» in Sinergia Skål comes at a historic milestone for all of us who are part of this sector: the the commemoration of 50 years since the creation of the first company dedicated to promoting tourism on the Costa del Sol..
The development of tourism on the Costa del Sol
Looking back means recognizing the efforts of generations of professionals, entrepreneurs and institutions who, from those beginnings in the 1970s, understood that the success of the Costa del Sol could only be built from collaboration and a shared vision.
Today, five decades later, the province of Málaga Is not only an international benchmark; it is the living result of a constant capacity for adaptation, reinvention and leadership.
But if anything defines the maturity of a leading destination, it is its determination not to become complacent.
A new identity to look to the future
In 2026, Costa del Sol Tourism is taking a firm step towards the future with the launch of its new brand identity. A fresh, vibrant and colourful image, designed to reflect the diversity of what we have to offer — from sun and beach to culture, golf, gastronomy, nature and the MICE sector — and to respond to an increasingly digital and demanding environment.
The most valuable aspect of this process has not only been the visual result, but the journey to achieve it.
“Designing the brand that will project us to the world has been an exercise in active listening in which more than 2,000 tourism professionals have participated.”
Professionals from both our local area and our main source markets. This participatory spirit is proof that our destination is not designed from an individual perspective, but through collective intelligence. collective intelligence.
The power of synergy
And this is where the word Sinergia makes perfect sense.
The public-private collaboration that saw the birth of our promotional organization half a century ago is the same force that must guide the next 50 years.
Challenges such as sustainability, digitalization and seasonality require us to continue working together, forging alliances and sharing the same passion for excellence.
Everything we still have to create together
I wish this new magazine, Sinergia Skål,a long and prosperous life, convinced that spaces like this are essential for debate, inspiration and cohesion within our tourism community.
Let us continue to look ahead with pride in what we have built, but above all, with undiminished enthusiasm for everything we have yet to create together.
Antonio Díaz
Director General of Tourism and Planning Costa del Sol
