In terms of character and attractiveness various regions in the province of Malaga certainly rank among the best in Andalusia, and undoubtedly a splendid future in tourism awaits them within a generic brand of the highest international calibre such as the Costa del Sol. La Axarquía, the Ronda Mountains and the Guadalhorce Valley are the three most important focal points of interior and nature attractions at the present time.
In these areas, as well as others that have not been mentioned, tourism is one of the crucial tools for combating and reducing unemployment, and the most positive thing is that this is a sound policy, as it does not conflict with protecting the environment. In other words, it is a matter of continuing to properly channelize development so that the tourism industry can reduce its negative effects to a minimum and considerably increase its benefits.
The Costa del Sol Tourist Board is working on an inventory of the province’s interior tourism offer, an endeavour that will certainly make these tourism products more marketable. This project was born out of an agreement between the Tourist Board and MasNatura, a portal exclusively devoted to nature, adventure, sports and relaxation tourism.
The resource inventory includes identifying the different lines of businesses, compartmentalising the offer and defining the different lines of products. An analysis is being made of the number of lodging places and of offers of rural, active, gastronomic oenological, cultural, family and health tourism activities. In the second year of the plan the tourism products will be created and marketed through dynamic packages.
Interior tourism businesspeople will also be trained to adapt new technologies to sell and promote their businesses, and a catalogue will be drawn up to market their products that adjusts prices to supply and demand. In the third year the generalised distribution phase of the tourism product will begin.
The agency president, Salvador Pendón, has reported on the implementation of the plan, for which an inventory is being drawn up of the entire tourism offer of the towns in the province of Málaga. Salvador Pendón stated that, “A realistic evaluation is being made of the product as one of the most important branches of the tourism industry in order to position it favourably and reduce its seasonality”.
In brief, the wish is to resolve, with a project to be implemented over three years with a budget of almost 500,000 euros, the problem that at times the marketing of interior tourism products has suffered because of multiple factors. MasNatura (which belongs to Mucho Viaje) was chosen for this purpose as a leading portal in the field of holiday escapes.
In this context the establishments’ websites will be used as well as the Grupo Mucho Viaje portals and the portals of conventional and on-line travel agencies and reservation centres. There will also be promotions for travel agents, local presentations, positioning on search engines and communication campaigns. One specific action will be to implement the “Málaga Rural” tourist card, and discount coupons during the low season.
The President of the Costa del Sol Tourist Board emphasised that the regions in the province of Malaga are surely among the most distinctive and attractive in Andalusia.
“La Axarquía, the Ronda Highlands and the Valley of the Guadalhorce are at the moment the three most important drawing cards for interior and nature tourism”, he added. In these regions, and in the province of Malaga in general, tourism is one of the decisive tools for combating and reducing unemployment.