Tourist saturation: Málaga wants to pay Instagram influencers to tell followers to visit city centre alternatives
The Andalucía city is aiming to promote alternative routes beyond the historic centre amid a severe problem with tourist overcrowding
The city of Málaga is taking an innovative approach to tackling its growing tourist saturation problem. Faced with unprecedented levels of congestion in its historic centre, the city has decided to enlist the help of Instagram influencers to encourage visitors to explore alternative areas.A recently awarded contract outlines a comprehensive strategy to shift tourist activity away from the city’s most crowded spots. The contract has been awarded to Granada-based company Sici Dominus, which outperformed three other bidders.
Their proposal includes the development of seven alternative routes designed to alleviate pressure on the city centre. In addition, a robust online strategy will be implemented, including 10 influencer-led campaigns targeting audiences of over 100,000 followers. The initiative also includes the production of promotional videos and photographs showcasing these lesser-known parts of the city.
A municipal report underpinning the project highlights the challenges posed by the surge in visitors. It notes that the historic centre is struggling to cope with the volume of tourists, leading to congestion and excessive use of public spaces.
The influx of mass tourism has also been blamed for the proliferation of low-quality eating establishments and the displacement of local businesses in favour of souvenir shops and tourist-oriented enterprises.
This concern is not new. The issue was initially flagged in a 2022 report, which formed the basis of a bid for European funding. With support now secured, the city is moving forward with its plan to distribute tourism more evenly across Malaga’s diverse neighbourhoods.
7 alternative routes to explore in Málaga
The proposed alternative routes aim to highlight Malaga’s rich history and culture beyond its central core. These include:
- La Malagueta: A tour through the city’s stately and maritime heritage, featuring landmarks such as La Farola, Muelle Uno, the Plaza de Toros and the Hospital Noble.
- Soho: Promoted as an artistic hub, the district of Soho (pictured, above) boasts cultural highlights including the Soho Theatre, the Centre for Contemporary Art (MuCAC) and a vibrant collection of mural paintings.
- El Palo and Pedregalejo: These traditional seaside neighbourhoods offer visitors an authentic experience of Málaga’s fishing heritage, complete with beach bars, the Nereo Shipyards and the striking Peñón del Cuervo.
- Tabacalera: With the city’s push to establish a new cultural and technological centre, this route showcases the Digital Pole and the Russian and Automobile and Fashion museums.
- San Antón and the Guadalhorce River mouth: A nature-focused experience, this route takes visitors through scenic trails and viewpoints, steering clear of residential areas.
- Industrial Málaga: This tour covers the city’s working-class past, including sites such as Huelin, the industrial chimneys of Pacífico and key landmarks in the centre, such as the statues of Carlos Larios and the Marqués de Larios.
- Historic neighbourhoods: The final route delves into traditional districts like El Perchel, La Trinidad and Lagunillas, featuring sites such as the Corralones, the Church of Santo Domingo, the La Merced Obelisk, Picasso’s Birthplace and the renowned street art of Lagunillas.
By leveraging social media influencers, Málaga aims to reach a wide audience and change visitor behaviour in a subtle yet effective manner. The strategy focuses on promoting engaging content that highlights the charm of these alternative locations, encouraging tourists to spread out rather than concentrate in a single area.
Image: malaga.eu
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