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Axarquia is packing its bags for London. Not for the weather, but for one of the world’s biggest travel fairs. From November to 6, the region will showcase its new tourism campaign “Naturally Yours, Axarquia” at the World Travel Market, held at ExCeL London. Behind the fresh slogan is a strong message: this corner of Malaga province wants to be seen as a sustainable, authentic and deeply human destination. A region that keeps its soul while stepping confidently into the global spotlight. Jorge Martín, president of the Mancomunidad Costa del Sol Axarquia, called the area “open, diverse, and versatile,” saying that tourism remains a pillar of the local economy. He pointed out that British visitors make up almost a quarter of all foreign tourists to Andalusia, reason enough to show off what Axarquia has to offer. “Our identity is our strength,” Martín said. “We want travellers to connect our region with Malaga and Andalusia, but also recognise our own unique character: the people, the mountains, the coastline, the light.” The vice president for tourism, Jesús Pérez Atencia, added that the campaign marks “a firm step forward” in Axarquia’s international promotion. “Naturally Yours”, he explained, reflects a commitment to sustainability and quality, where the visitor isn’t just a tourist, but part of a living community. This year’s pitch focuses on Axarquia’s five certified tourist routes, the first in Spain to earn the Q for Quality distinction, alongside its 31 whitewashed villages, local gastronomy, and landscapes that shift from olive groves to tropical coastlines in under an hour. Atencia said the WTM London marks “the start of a new chapter” for Axarquia, a region that wants to grow responsibly, putting people and tradition at the centre. Visitors to the stand will find QR codes linking to the Gecor Turismo Axarquia app, featuring routes, attractions, and approved local businesses. Read here more news from Axarquia.
