Marbella Launches 2026 Tourism Strategy at ITB Berlin to Strengthen Presence in European Markets
Marbella has kicked off its tourism strategy at ITB Berlin 2026, considered one of the main international events in the sector, to consolidate and expand its presence in European markets. During the event from March 3 to 5, the City Council held a series of professional meetings with tour operators, airlines, travel agencies, and specialized media. Laura de Arce, the general director of the area, emphasized the importance of strengthening their external positioning and boosting the growth of German travelers. She also highlighted that around 30,000 German visitors stay in the city’s hotels each year, a number that has remained stable over the past decade and that they aim to increase through a more intensive promotional strategy in Europe.