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La Voz de Andalucía

Málaga Boosts Tourism Promotion in the United States with 'De Gálvez 250' Campaign

The initiative, aiming to position the city as a cultural and historical destination, kicked off in Miami and will visit 16 U.S. cities.

Generic image of a professional presentation at a tourism event.
IA

Generic image of a professional presentation at a tourism event.

The Málaga City Council has launched the international 'De Gálvez 250' campaign in Miami, a strategy to promote the city as a cultural, historical, and urban destination in the North American market, which will extend to 16 cities across the United States.

The promotional event, organized in collaboration with Miami-Dade County and the Spanish Tourist Office (OET) of Turespaña in Miami, included an institutional presentation and a professional brunch. The event gathered approximately 200 attendees from the tourism, cultural, institutional, and media sectors, including tour operators, travel agents, and journalists.
During the presentation, the figure of Bernardo de Gálvez was highlighted as the narrative core of the project, emphasizing his role in the independence of the United States and the historical connection with Málaga as his city of origin. The institutional address also underscored Málaga's role as a European cultural and heritage destination, offering museums, historical heritage, gastronomy, urban experiences, and international events.
The 'De Gálvez 250' campaign aims to increase Málaga's visibility in the U.S. market, strengthen institutional and professional relationships, and consolidate the city as an attractive destination for North American visitors. After Miami, the campaign will visit cities such as Dallas, Washington, Pensacola, Galveston, San Antonio, Houston, Philadelphia, Boston, New York, Los Angeles, San Francisco, San Diego, New Orleans, Atlanta, and Chicago.
Data from the National Institute of Statistics (INE) for 2025 confirms that the United States has become the leading non-EU market and the fourth overall international market for Málaga in terms of hotel guests. There were 89,823 travelers and 186,488 overnight stays, with an average stay of 2.08 days. These indicators show an annual growth of over 11% in travelers and 4% in overnight stays compared to 2024, driven, among other factors, by the direct air connection between New York and Málaga.
The 'De Gálvez 250' initiative will be complemented by the creative platform 'Málaga Loves', designed to reinforce the destination's narrative in the United States and open doors for future artistic and cultural actions. Additionally, the 'De Gálvez 250' conference series, promoted by The Hispanic Council, the Málaga City Council, the Provincial Council, and the Junta de Andalucía, will commemorate the 250th anniversary of U.S. independence in 2026, highlighting Spain's and Málaga's role in this historical process.

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