THOUGH it may have suffered in the past from its image as the home of cheap hotels, chicken and chips menus and beer-swilling holidaymakers, the reality of the Costa del Sol is very different today, say operators.
Mundi Color managing director Jose Antonio Arroyabe said: “The Costa del Sol used to smack of cheap holidays and poor hotels, but that’s all changed. There are many five-star destinations as well as good-quality budget places. The variety is huge, both along the coast and inland.”
Among the growth areas are the upmarket destinations of Marbella and Puerto Banus, the resort of Nerja further east and the picturesque Andalucian hill town of Mijas. Unijet general manager short-haul John Riley said: “There’s been an increase in demand for Nerja, it’s typically Spanish and very different from other coastal resorts with its whitewashed walls and narrow streets. Puerto Banus and Marbella are very ritzy – for those looking for glamour. Other places like Fuengirola, where there’s lots to do, are great for families.”
Arroyabe even put in a good word for Torremolinos. “Carihuela, one of Torremolinos’ beaches, is very sophisticated with the character of a fishing village, and there is lots of new very high-standard accommodation,” he said.
With cultural cities and towns such as Cordoba, Seville, Jerez and Ronda just a short trip from the coast, the Costa del Sol is an ideal destination for those wanting to combine a cultural trip with a beach holiday.
“The easy proximity to places of historic interest such as Granada and Seville adds to the appeal of this region,” said Amanda Ramsay, spokeswoman for The Real Spain – a new programme just launched by Citalia parent CIT Holidays.
With 40 golf courses and two more opening soon, golf holidays are also popular, especially during the winter months. Over the last few years the Costa del Sol Tourist Board forced many sub-standard hotels to close and much money has been spent on infrastructure improvement – including new motorways. Next year it will be promoting the opening of the Picasso Museum in Malaga, the racecourse in Mijas and the Selwo Nature Park in Estepone.
British tourists are the Costa del Sol’s number one market, accounting for around 30% of visitors annually. Last year saw 1,336,691 UK arrivals at Malaga Airport and an increase of 5% or 6% is expected by the end of 1999.
Cosmos product manager Gill Standeven, said that although the Costa del Sol is already a popular destination for the UK market, clients may not realise the extent of choice available, so agents need to demonstrate all the different products on offer.
sample product
Costa del Sol: top excursions
Gibraltar: duty-free shopping and tour of the famous Rock. Day trip £11.85
Granada: visit to the Al-Hambra Palace, the city and its cathedrals. Day trip £27.70
Seville: tour of the seductive capital of Andalucia, its historic cathedral and vibrant city centre. Day trip £40.
Cordoba: day excursion to the historic city. £35.50.
Other options: include horse riding, trip to Ronda, visit to a diamond factory and visits to Seville’s theme park Isla Magica.
Ronda: day trip to the city and exploration of old quarter and cathedral, £22.
Tangier: boat trip across to Tangier. Tour of the old quarter and souk plus lunch. £44