THE Costa del Sol Tourism Board is aiming to spend €4.1 million to draw golfers back to the area.
Throughout the year, the board aims to promote the Costa del Sol throughout the world, but especially within Spain, where the market has fallen due to the financial crisis.
To do so, more than €4 million will be spent, €1.1 million less than in 2012, of which Malaga Provincial Government will provide the most, with €3.78 million.
Sun and sand are still the main attractions, but the Tourism Board wants to promote the destination as more than that, and will focus especially on attracting golfers, a market which has fallen over the past decade as Turkey and Portugal took a bigger share of the market.
This will include the creation of a specialised website and agreements, mainly with the British market, for Golf Breaks. There are also plans to organise more tournaments and congresses, and design a new logo.
Another plan is to promote the so-called Elite Collection, to attract visitors with high spending power who seek the luxury sector. It will target the USA, Russia, Brazil, Middle East, China and Southeast Asia.