The Rincón de la Victoria Town Hall has presented the Strategic Tourism Plan, which will shape the municipality's tourism policies until 2030 with 47 objectives and 67 actions. The document, developed with the University of Málaga, aims for a sustainable and de-seasonalised model.
The Rincón de la Victoria Town Hall presented the new Strategic Tourism Plan this Thursday, a document that will set the municipality's tourism policies until 2030. The roadmap, approved in a full council meeting on July 31, aims to consolidate a more competitive, sustainable, accessible, and innovative destination on the Eastern Costa del Sol.
The Councillor for Tourism, Antonio José Martín, explained that the plan was developed through a participatory process involving the University of Málaga, the Andalusian Institute of Research and Innovation in Tourism (IATUR), business owners, associations, industry professionals, and municipal technicians. "This document is the result of a participatory and technical process that will allow us to continue positioning Rincón de la Victoria as one of the reference destinations on the Eastern Costa del Sol," he stated.
The Mayor, Francisco Salado, emphasised that the plan "provides the municipality with a modern, consensual planning tool adapted to new trends in the tourism market, allowing us to move towards a model of balanced, sustainable growth that generates opportunities year-round." Salado reminded that tourism is one of the main economic drivers of the locality and that it requires "planning, strategy, and a long-term vision."
The researcher from IATUR and Dean of the Faculty of Tourism at the University of Málaga, Antonio Peláez, detailed that the document was developed in three phases: diagnosis, strategic planning, and evaluation and monitoring mechanisms. The analysis highlights the municipality's strengths, such as the Cueva del Tesoro, the Cueva de la Victoria, the Cliffs of El Cantal, its cultural and sporting programmes, and its consolidation as a family-friendly and safe destination.
Peláez noted that Rincón de la Victoria is "an intelligent tourist destination" with potential for growth through the specialisation and diversification of its offerings, promoting segments such as senior tourism, experiential tourism, gastronomic tourism, blue tourism, or nature and stargazing tourism. He also advocated for strengthening data-driven decision-making and advancing the digital transformation of the destination.
Four axes and 67 actions
The plan is structured around four main axes: tourism promotion, digitalisation, sustainability, and co-governance. To address these, it proposes 47 strategic objectives and 67 concrete actions aimed at improving positioning, reducing seasonality, and encouraging visitor arrivals in the low season.
The document also includes an analysis of the municipality's tourism carrying capacity and identifies funding lines to execute the actions. The philosophy that inspires it is to focus on growth based on quality rather than quantity, as Peláez summarised: "the central idea is to consolidate the high season and strengthen the growth of the low season by attracting tourism segments with higher added value for the destination."
The project started at the end of 2025 and the plan was approved in a plenary session on July 31. The document will be available on the Town Hall's electronic headquarters for public consultation, and the local government plans to present it to industry stakeholders in the coming weeks.
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