Marbella will land at FITUR 2025 with a new promotional campaign starring actress Eva Longoria as an ambassador for a unique destination of excellence in the world. This was announced today by the mayor, Ángeles Muñoz, who highlighted the “generosity and availability” of the actress, while emphasizing that “we wanted to take a step further in our tourism strategy and for a person like her, so internationally recognized and with such a media projection, to tell first-hand what it feels like and why a city like ours is chosen.” The mayor, who explained that the spots have been recorded in both English and Spanish to multiply their impact on international markets, explained that in the video, during a conversation with her friend María Bravo, president of the Global Gift Foundation, the artist “shares reflections such as ‘Everything is here, in Marbella’ or ‘there is something special here, a wonderful energy’.”

“With such powerful phrases associated with a brand like Marbella and with the help of Eva Longoria, we will take a step further in the goal we have set ourselves of continuing to break the seasonality and attracting a visitor with a higher average spending who extends their stays and visits us more frequently,” said the mayor, who recalled that the actress “is involved in solidarity projects in the city, such as Casa Ángeles, and as a result of this connection with the city, she decided to go a step further, invest here and stay to spend time with her family.” Muñoz, who has presented to tourism agents the city’s participation in the fair, which will be held in Madrid next week, from January 22 to 26, has announced that this new promotional campaign will be launched at a cocktail party that will take place on January 21, the eve of the opening of FITUR 2025, at the NuBel restaurant of the Reina Sofía Museum, “an emblematic art gallery to bring together the entire sector in an event that is already a tradition.”

On the other hand, she pointed out that, for the second consecutive year, Marbella will be present at FITUR with the support of the Junta de Andalucía. On this occasion, the city will have a 145 square metre stand “even more visible and in a privileged location”, a space in which 20 presentations of events such as the new edition of the Starlite Festival or the Ironman 70.3 world championship will take place, and more than 60 work meetings “to close relevant agreements with tour operators and promotion agencies to advance in the objectives that we set ourselves of continuing to be at the epicentre of international tourism”. At this point, the mayor has indicated that the municipality arrives at this important event in the sector “with the endorsement of a great year that has recorded historic figures” and has referred to the recognition as European Best Destination 2024, “a distinction with a great media impact”; the appointment by the Arab League as European Destination of Honour; the adhesion to UN Tourism; to the presence in Beijing within the World Federation of Tourist Cities, or to the promotional campaign launched in the United States.

“This powerful presence of the city in international markets has been reflected in the best tourism figures in history,” said Muñoz, who alluded to the fact that the average hotel price in the city has broken records in eight months (January, February, May, June, July, August, September and October), as well as unprecedented figures in income per available room. Along the same lines, occupancy from April to October has closed at almost 80 percent on average, “a very relevant indicator for employment and economic activity.” Regarding 2025, he said that “innovation, sustainability and excellence will continue to be the hallmarks of Marbella” and revealed the commitment to holding events “that will have an enormous media and international impact,” such as the Ironman 70.3 World Championship, which will bring together more than 6,000 athletes from around the world in November with an impact of more than 30 million euros; the Federation of Tourist Cities congress, the DUCO convention and the Private Luxury Event. He also mentioned the promotional activities that will be carried out in Arab countries and the promotion of the second phase of the Tourism Plan for Large Cities, with a budget of 5.1 million euros.