Malaga has been chosen as the European Capital of Intelligent Tourism for 2020 - a title granted by the European Commission to celebrate destinations that have chosen to innovate to make tourism more sustainable.
The city saw off competition from 35 cities from 17 EU member states. As with every year, two cities are selected and next year Malaga will share the honours with Gothenburg (Sweden).
"Gothenburg and Malaga impressed the jury, not only for their exemplary achievements in the four categories, but also for the impressive programme of activities they intend to carry out during 2020," read the final verdict.
The decision was taken on Wednesday in Helsinki (Finland), where Malaga councillor for Tourism, Rosa Sánchez, had gone to back the campaign.
On Tuesday, city mayor Francisco de la Torre said he was confident of getting this title and defended the use of new intelligence tools in marketing and Big Data to anticipate events and changes in demand. Upon finding out the news, De la Torre said: "This designation, in addition to being a motive for immense joy, can be a powerful stimulus for us to continue working towards being a technologically advanced city."
The two European Intelligent Tourism Capitals will benefit from communications and brand support during 2020, including a promotional video, a sculpture specially designed for their urban centres and specific promotional actions.