Tourism, heritage and historical centers: cultural marketing strategies in Málaga

Abstract

Nowadays, the recovery of historical centers has become a key reference to stimulate tourism and the development of this sector as an economic engine and source of wealth. Specifically, for Málaga, this has been a key factor to fuel tourism and economic development which apparently revert in a significant benefit for the municipality. Within the last decade Málaga has achieved to outstand among the most important cultural tourism destinations in the world thanks to a strong political push and the project leaded by the brand "Malaga City Museums". We propose the following communication analysis of the main actions that contribute to the financial recovery of Málaga taking advantage of a factor of great importance as it is tourism, given that we talk about the capital city of the Costa del Sol, and most importantly, its direct and potential impact on the economic activity