Else Beekman
Malaga is taking steps to manage the overwhelming influx of tourists in its Historic Centre by encouraging visitors to explore other parts of the city. The local government has contacted a company which will design alternative tourist routes and launch online promotional campaigns. It will use influencers with more than 100,000 followers to promote alternative areas.
Tourism has long been a driving force of Malaga’s economy. However, the sheer volume of visitors has led to unprecedented congestion in the city’s historic heart. According to a municipal report, this overcrowding negatively impacts residents and tourists. The document highlights concerns such as excessive use of public spaces, declining local businesses replaced by tourist-oriented shops, and a proliferation of low-quality restaurants catering mainly to visitors.
To address these issues, the city has devised a plan to redirect tourist traffic. The plan also enhances the overall visitor experience while maintaining Malaga’s cultural and historical integrity. For this, the local government has awarded a contract to the Granada-based company Sci Dominus. The contract, which is financed by European funds, was awarded for an amount of €179,187.9 and a term of execution of 15 months.
Seven routes to explore beyond the city centre
The plan introduces seven alternative routes that showcase the diversity of Malaga beyond its well-trodden historic centre:
- La Malagueta and the Port: A tour of Málaga’s maritime history, featuring landmarks like La Farola, Muelle Uno, Plaza de Toros, and Hospital Noble.
- The Soho District: Known as Málaga’s artistic hub, this area features Antonio Banderas’ Teatro del Soho, vibrant murals, and the newly rebranded MuCAC (formerly CAC).
- El Palo and Pedregalejo: These traditional fishing neighbourhoods offer an authentic taste of local life, famous for their chiringuitos, the historic Astilleros Nereo shipyard, and El Peñón del Cuervo.
- Tabacalera and the new cultural hub: Home to the Polo Digital technology centre and the Russian and Automobile Museums, this area aims to become a cultural and technological focal point.
- Nature trails and lookout points: A route highlighting Málaga’s green spaces, including San Antón and the Guadalhorce River estuary.
- Málaga’s industrial past: A scattered route featuring remnants of Málaga’s industrial history, such as the statues of Carlos Larios, the Marqués de Larios, and the chimneys of Pacífico.
- Historic neighbourhoods: A journey through El Perchel, La Trinidad, and Lagunillas, featuring cultural gems like the Corralones, the Church of Santo Domingo, Picasso’s birthplace, and local street art.
Influencers to drive engagement
In addition to these routes, the city’s plan includes a strong online component. Sci Dominus will create ten promotional campaigns featuring social media influencers to showcase the alternative attractions. High-quality video content and professional photography will further boost visibility and encourage visitors to explore beyond the centre.
City Hall’s perspective
Malaga’s mayor, Francisco de la Torre, downplays the severity of the issue, despite the report’s strong language about “unprecedented saturation,” He clarifies that congestion is only a problem at certain times rather than a constant issue. The mayor supports the initiative, not as a way to remove tourists from the centre but to “create alternative routes that distribute visitor traffic more effectively.” He also emphasises the city’s focus on “high-quality tourism,” featuring luxury accommodations, fine dining, and premium shopping experiences that benefit both visitors and locals.
Criticism of the plan
El Perchel, La Trinidad, La Malagueta, El Palo, and Huelin—all are neighbourhoods included in the seven alternative routes to the city centre proposed by Málaga City Council to ease tourist congestion in the heart of the city. However, these routes have an almost total overlap with the areas where the same council has banned further tourist apartments due to “oversaturation. As Toni Morillas, spokesperson for the left-wing coalition Con Málaga, stated: “Whenever we have raised concerns about tourist saturation in the past, they have accused us of being ‘tourism-phobic.’ But what is even more surprising is that their strategy to address this issue seems to be expanding touristification into other neighbourhoods, without introducing a single measure to counteract its negative effects.”