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Costa del Sol starts with the second phase of Japan Plan in order to adapt tourist resources for that market

Diputación de Málaga


Costa del Sol starts with the second phase of Japan Plan in order to adapt tourist resources for that market

This plan is to be developed in the towns of Marbela, Antequera and the surroundings of El Caminito del Rey

Costa del Sol Tourism has begin with the second phase of the Japan Plan, which has been started in the towns of Nerja, Ronda, Mijas and Málaga and will now be developed in Marbella, Antequera, and the surroundings of E Caminito del Rey Path.

According to General Manager of Costa del Sol Tourism (Turismo Costa del Sol) Arturo Bernal, this plan shows a purposeful collaboration in working on this plan which is aimed at one of the markets with the biggest potential for the development of tourism in this area, such as Japanese.

He explained that the plan was crated in order to adapt the tourist supply to Japanese culture and language. Therefore, the signs, tourist information and staff training in Japanese culture, are going to be used for strengthening and building customer loyalty in the case of this interesting market for a purpose of the growth of the Province of Málaga, according to Arturo Bernal.

Regarding this kind of tourists, Mr Bernal explained: 'their purchasing power is rather high, which helps tourism in all seasons, and they are interested in cultural visits, which is why our destinations agree with the reasons of their visits.'

'This plan is meant to adapt resources and train professionals in tourism to offer a pleasant stay to Japanese tourists', Arturo Bernal added and assessed the results of the first phase of the plan as positive.

The actions which should be performed between 2017 and 2019 in order to improve the satisfaction of Japanese tourists who come to the Costa del Sol have been designed, and this coast is meant to become the main destination of these tourists in Andalusia, according to the General Manager.

'Japanese tourist is of our main interest', said Mr Bernal and added that their tourist expenses were rather high, which is good for overcoming seasonal tourism, and that these tourists were interested in good quality products. According to Mr Bernal, these are key factors for a gradual consolidation of this destination as a high level and quality destination with excellence in tourism.

Together with this plan the promotion of this market has been completed through the fairs and presentations supported by Spanish tourist offices abroad and Japanese embassies, as Arturo Bernal says. He also claims that their aim is to increase trips with the aim of meeting Japanese professionals in tourism. This is to be added to other activities that promote this important market, says Mr Bernal.

The General Manager of Costa del Sol Tourism underlined that this initiative is the first of its kind: 'We are not familiar with another destination which is adapting their tourist offer to the specific Japanese needs, so we foresee an improvement in the interest that Japanese tourists show towards our destination, and, therefore, an increase in the number of new tourists and the visits of tourists from that country who have already been in the province of Málaga.'

The Japan Plan is based on different actions and striving for improvement in this destination's competitiveness regarding the Japanese market, thanks to adapting the tourist supply to the Japanese culture done by some companies in the province, which helps building Japanese customer loyalty.

The start of the Japan Plan means a big step in the process of adaptation and familiarization with an interesting tourist profile, which is meant to end in turning Málaga into a main destination for Japanese tourists in Andalusia, according to Mr Bernal.