The promotional agenda included strategic meetings in New York with the United States Tour Operators Association (USTOA), the country's leading tour operator association. During the meeting, Málaga and the Costa del Sol's offerings were presented, exploring collaboration avenues to boost destination marketing. Málaga's potential as an urban, cultural, and gastronomic destination, capable of integrating into high-value itineraries linked to Andalusia, Spain, and the Mediterranean, was highlighted.
The delegation also organized an exclusive presentation for influential premium travel agents in the North American market and another for approximately twenty media outlets. Previously, in Atlanta, a working meeting was held with representatives from Delta Air Lines to analyze new air connectivity opportunities between the United States and Málaga-Costa del Sol Airport.
In Washington, meetings were held with Destination DC and the Smithsonian Institution to advance the organization of a conference series on Bernardo de Gálvez, scheduled for September. The aim is to deepen the shared history between Spain and the United States through one of the country's most prestigious cultural and scientific institutions.
The United States represents a key source market for Málaga. In 2025, it solidified its position as the primary non-EU market and the fourth international market, recording 89,823 hotel travelers and 186,488 overnight stays, representing growth of 11% and 4%, respectively.
