Marbella Unveils New Brand Image for Fitur 2024

Marbella has just exhibited at the  International Tourism Fair in Madrid (Fitur) with a fresh identity set to showcase the city’s commitment to excellence as a ‘premium’ destination. Mayor Ángeles Muñoz announced that the focus is on emphasizing Marbella’s message as a place of distinction, with a redesigned logo featuring a distinctive ‘M’ symbolizing the journey from the peaks of Sierra Blanca to the waves of the Mediterranean Sea. The color scheme allows for the identification of key segments like green for nature, sky blue for well-being, earth tones for culture, and orange for gastronomy. At Fitur, Marbella aims to present its excellence-driven offering, marking a historic year for the tourism sector. The mayor emphasized the goal of attracting more visitors and breaking the seasonality trend. The municipality will launch a campaign at the event, highlighting the attractions and excellence of Marbella through a main video, a specific promotion for San Pedro Alcántara, and thematic ‘shorts’ focusing on key tourism segments. The visual promotion encapsulates the myriad experiences visitors can enjoy in the city, set to the soundtrack of ‘Así es Marbella’ by local composer Juan Delola and singer Celia Flores. Mayor Muñoz stressed that the presentation unveils the city’s tourist diversity through the eyes of visitors, catering to various interests from exploring the historic center to golf enthusiasts and digital nomads. Marbella’s presence at Fitur includes its stand in the Andalusian pavilion, showcasing the region’s tourism strength. The event kicks off with a cocktail on the 23rd, emphasizing local entrepreneurs. Mayor Muñoz highlighted the city’s leadership position, backed by 2023’s historical data, including a 52% increase in commercial actions in key European markets. Notable events in 2023, like the Solheim Cup and international MICE gatherings, contributed to Marbella’s success. Reflecting on the excellent tourism data from the past year, Mayor Muñoz mentioned an anticipated economic impact of around €550 million, a 42.5% increase from 2019. Marbella experienced record-breaking occupancy during certain months, indicating a robust tourism performance. Stabilization of British visitors, increased French and German tourists, and a rise in visitors from the Netherlands, the United States, and Canada were notable trends.