The resounding reelection of Boris Johnson as UK prime minister comes with some certainty: the UK will leave the European Union, probably on 31 January.
As a key tourism market for the Costa del Sol, provincial president Francisco Salado was keen to send out a message of reassurance last Friday that the area was working hard to minimise the effects of Brexit. Alongside the director of Turismo Costa del Sol, Margarita del Cid, Salado explained that the referendum had had a "negative effect" but that the area had already overcome it, according to data provided by the Madeca Foundation.
To overcome this next obstacle, however, the local tourism authority has announced two new tourism promotion campaigns aimed specifically at the British market.
The first, on which 175,000 euros is being jointly spent by Turismo Costa del Sol and Turismo Andaluz, will be launched before the end of this month. The second, much larger campaign, will come into effect specifically after 31 January. This one will be led solely by the Costa tourism board at a cost of 300,000 euros. Both campaigns, said Del Cid, will be digital and focused primarily online.
Another important aspect of relations with the UK is trade. The Madeca report found that exports of Malaga products to the UK were worth 73 million euros, with avocados the most popular. Conversely, imports come to 138.6 million euros (61 per cent of which made up by alcoholic drinks) - a deficit more than made up by British tourism in the province, according to the report.
To maintain these trading relations, Salado also said that there would be ongoing efforts to attract British businesses post-Brexit.