The President of the Regional Government of Andalusia, Juan Manuel Moreno Bonilla, welcomes Sinergia Skål, highlighting the role of Málaga and the Costa del Sol as leading international tourism destinations and advocating a model based on sustainability, innovation, quality and collaboration between public authorities, businesses and professionals.
It is an honour to address the readers of this new magazine from Skål International Málaga-Costa del Sol, an initiative created with the aim of further strengthening the ties between professionals in a sector that is essential to our economy, employment and the international profile of Málaga and Andalusia.
Tourism in Andalusia is experiencing an extraordinary period. The 2025 figures, with 37.9 million visitors and an economic impact of more than €30 billion, confirm the strength of a model that has evolved from focusing on growth in visitor numbers towards a tourism sector that seeks to generate greater value, employment, well-being and opportunities for society as a whole.
As part of this transformation, the Regional Government of Andalusia has promoted a tourism policy based on pillars such as sustainability, innovation, digitalisation, quality, competitiveness, diversification of the tourism offering and reducing seasonality. This has been complemented by significant investment to improve the competitiveness of our destinations and transform our municipalities, together with specific initiatives relating to the coastline, blue sustainability and the development of new tourism products. In Málaga, this commitment is also reflected in initiatives such as the new Tourism Plan for Major Cities, with more than €16 million allocated to diversifying, balancing and improving tourism activity in the city.
Málaga plays a leading role in this success story. The province attracts more than a quarter of all tourists visiting Andalusia and has an extraordinary ability to combine sun and beach tourism with an increasingly diverse offering: culture, gastronomy, nature, golf, conferences, business tourism, cruises, luxury, sport and experiences linked to our heritage. The transformation of Málaga city and the entire Costa del Sol has made the area one of the world's leading tourism destinations. But the real challenge now is not only to maintain that leadership, but also to anticipate what lies ahead.
We want a Málaga that continues to grow, but does so in a balanced and sustainable way; that generates quality employment; that embraces the opportunities offered by innovation and artificial intelligence; that continues to improve its connectivity; that diversifies its markets and tourism products; that extends the benefits of tourism throughout the province; and that ensures every visitor finds reasons to return.
And to achieve these goals, we need to continue working together. Public authorities, businesses, workers, professional associations and civil society must share a common vision: that of responsible, competitive tourism capable of improving the lives of those who live and work in our destinations.
In this regard, I would like to give special recognition to Skål International Málaga-Costa del Sol for the work it has been doing for many years in support of tourism. Skål represents something we consider fundamental: the ability to bring together professionals and businesspeople from different fields to share knowledge, create opportunities, strengthen relationships and advocate for a responsible tourism industry. Skål's history and its deep roots on the Costa del Sol are a magnificent example of how professional associations can contribute to strengthening a destination.
Therefore, this new magazine represents much more than a publication: it is a space for sharing ideas, experiences and projects, showcasing the extraordinary talent of those who make our tourism industry possible, and continuing to build together the destination we want to become.
The Government of Andalusia will continue working to ensure that Málaga and Andalusia maintain and strengthen their leading position, based on the conviction that the future of tourism depends on collaboration, innovation, sustainability and excellence.
My congratulations to Skål International Málaga-Costa del Sol on this initiative, and my recognition to all its members for their continued commitment to tourism.
Warm greetings.
Juan Manuel Moreno Bonilla
President of the Regional Government of Andalusia
