Malaga, the capital of the Costa del Sol, is the destination city in Spain with the fastest growth in recent years. In July, Malaga was the second destination city in the country with a higher occupancy rate just behind Barcelona, according to the National Statistics Institute (INE).
Cultural tourism in the city is increasing, since a third of tourists who come to Malaga do so for a cultural motivation. Therefore, cultural tourism is being developed to complement the tourism attraction of sun and beach holiday on the Costa del Sol.
According to statistics, of those visitors who come for sun and beach tourism or leisure, which make up 72 percent of the total, only 9.7 percent report having some cultural activity during their stay, according to 2010 data.
In this regard we must highlight the importance of the Internet and new technologies for the current cultural tourist, since 71 percent of those who visited the Costa del Sol in 2010 used the digital medium for information about purchasing or booking their holidays and car hire in Malaga, an 8.7 percent more than in 2009.