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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.

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Inteligencia turística - Costa del Sol

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In accordance with the provisions of Art.129.2 of the Spanish Intellectual Property Law, the Marbella City Council is responsible for all rights over the audiovisual material published here. You can contact us for specific instructions and receive express authorization at