The Costa del Sol, the sunshine coast stretching for nearly 100 miles along southern Spain, was one of the first regions to embrace the arrival of cheap package tour travel in the late 1950s and early 60s.
Many Brits enjoyed their first overseas holiday in Torremolinos, the once quiet fishing village that rapidly became famous for its cheap sun and sand, Sunday roasts and British beer.
These days the resort continues to attract families and visitors who want to enjoy fun in the sun on its safe sandy beaches, but it has also evolved and more recently made its mark as the region’s welcoming gay capital.
In fact, there’s much more to the Costa del Sol than the original budget breaks, most noticeably the increase in the number of premium hotels. Coupled with cultural attractions, excellent sports facilities, dedicated spa hotels and options for luxury short breaks, agents are no longer confined to selling seven and 14-night fly-and-flop holidays.
Marbella, one of the region’s hot spots, was given a high-profile boost when America’s first lady Michelle Obama holidayed at the Villa Padierna hotel with her youngest daughter Sasha. In a year when Spain as a whole saw a 6% drop in UK visitor numbers, Marbella reported a five-year high in tourist arrivals for the summer period between June and August 2010.
Spanish Tourist Office UK director Ignacio Vasallo says: “The Costa del Sol remains one of the most popular destinations for UK travellers.
“Being one of the first Spanish regions to attract serious numbers of UK visitors, the Spanish and Andalusian governments have always invested heavily in the infrastructure and tourism offering to ensure guests keep returning and that they are able to experience something new each time they visit.
“The combination of familiarity, guaranteed sunshine and high-quality infrastructure has meant that year on year it is one of UK holidaymakers’ favourite Spanish destinations.”
Since 2000 the airline gateway of Malaga has doubled its hotel capacity, now offering almost 8,000 beds. For clients who want an authentic taste of Spain the area is also third among Spanish provinces for its number of rural tourism homes.
Luxury can be found in hotels such as the five-star Finca Cortesin, between Marbella and Sotogrande. Sold by operators such as Classic Collection and Kuoni, it’s featured in the upmarket Tatler Travel Guide 2011.
This year also sees the inauguration of Benalmadena’s five-star Aleysa Playa following a restoration totalling nearly £6 million. The Andalucian-style property reopens as a 37-suite boutique hotel and spa, although initially taking only direct bookings to provide an ‘exquisite appeal’ for guests.
Operator news includes Classic Collection Holidays introducing Malaga’s first five-star hotel to its 2011 programme. The Posada del Patio is built on Roman and Arabic archaeological remains and guests can see the ancient ruins through a glass floor.
Head of purchasing Gary Boyer says: “Many visitors to the Costa del Sol arrive into Malaga airport and then leave en route to Marbella, Puerto Banus and other more easily recognisable holiday destinations.
“We feel Malaga is perhaps unfairly overlooked as a city-break destination and this hotel is a luxurious base and affords easy access to the city’s major attractions and points of interest including the Picasso Museum, cathedral and ancient hilltop fortress.”
Proving that the Costa del Sol is for culture vultures and sun seekers alike, in 2011 visitors will be able to choose from 34 museums in Malaga alone, including the newly opened Revello de Toro Museum showcasing the work of the prominent Spanish artist of the same name.
For clients wanting a day out with a difference, agents can book excursions through Attraction World to the British enclave of Gibraltar on the southern tip of Spain, with its famous rock and apes, the exotic Moroccan city of Tangier, reached by a boat trip across the Strait of Gibraltar, and Spanish cities including Seville, Cordoba and Granada.
New for Cosmos in summer 2011 are eight higher-rated all-inclusive properties. The operator is offering 26 weekly flights, 60-plus properties and flexible durations from short breaks to three-month winter stays.
Product and commercial manager Jo Hollidge says: “We are delighted with how summer 2011 is currently trading as sales have increased significantly compared to last year with expectations exceeded through all months but predominantly in May, June and July.
“Sales for hotel bookings have seen a dramatic increase of 30% in the Costa del Sol reflecting the rising demand for higher-rated all-inclusive and half-board that is making up the biggest increase in our package and accommodation-only bookings.”
For foodies the restaurant scene in the Costa del Sol has grown beyond recognition from the early days of British menus pandering to fledgling travellers wary of ‘foreign food’. From casual, family-run restaurants serving the freshest fish to several Michelin-star eateries, there are also excellent restaurants in hotels.
The Kempinski Hotel Bahia, in Estepona, has introduced a dedicated tapas menu featuring produce from the hotel’s organic garden.
Nicky Shafe, marketing manager for Prestige Holidays, says: “Estepona appeals to those seeking a taste of the real Spain.
“It is one of the few resort towns on the Costa del Sol that has retained its old-world charm, and because it is surrounded by the sea and Sierra Bermeja Mountains it has a microclimate with more than 325 days of sunshine per year, which has great appeal to our clients.”
Sample product
Classic Collection Holidays has three nights’ B&B at the Posada del Patio, Malaga, from £768 for travel at Easter, including return flights from Gatwick with easyJet and private transfers. classic-collection.co.uk, 0800 088 7288
Thomson offers seven nights’ all-inclusive at the Riu Belplaya, Torremolinos, from £605 for travel in September, including transfers and Thomson Airways flights from a selection of UK airports. thomson.co.uk, 0871 231 3235
Prestige Holidays has seven nights’ B&B at the Kempinski Hotel Bahia, Estepona, from £839 for travel in April. This includes British Airways flights from Gatwick
and private transfers. prestigeholidays.co.uk, 01425 480400
