The Marbella Strategic Tourism Plan
The Marbella Strategic Tourism Plan was established to detail the position of the municipality as a tourist destination through a multisectoral overview. It lays out a strategic road map including short, medium, and long-term actions, which leverages competitive advantages and proposes measures to remedy shortcomings, face threats, maintain strengths, and exploit opportunities.
Current challenges brought on by a highly uncertain landscape necessitate the implementation of a more versatile, agile, and competitive working model for tourism planning and management in the destination which is also more environmentally friendly and considerate of the local population in line with the new values of society and tourists.