Key Highlights
- The municipality of Los Alcázares launches its “Un mar abierto a cada estación” strategy, aiming to position the destination as active, experiential, and sustainable throughout the year.
- A new Plan of Analysis of Tourism Strategy 2025–2027, developed by Open-Ideas, is presented, targeting a desestacionalized model that addresses challenges like digital transformation and sustainability.
- The project, funded by NextGenerationEU, includes five narrative axes: gastronomic, activewear, inspirational culture, community connection, and environmental awareness.
- Key events include the inaugural GASTROMAR event, focusing on local cuisine and marine activities, to launch the new tourism model in November 2025.
New Tourism Strategy for Los Alcázares
The municipality of Los Alcázares, located in the province of Murcia, Spain, is taking a significant step towards diversifying and modernizing its tourism industry. On November 7, 2025, during an event at the Balneario de la Encarnación, the local government presented its new Plan of Analysis of the Tourism Strategy for Los Alcázares (2025–2027) developed by Open-Ideas.
Desestacionalizing Tourism
The strategy, titled “Un mar abierto a cada estación,” aims to combat the seasonal nature of tourism in Los Alcázares. This ambitious project seeks to reposition the municipality as an attractive destination year-round by developing products that are emotionally connected and differ from standard offerings.
Key Components
The plan includes five narrative axes, each designed to cater to different segments of tourists:
- Gastromar: Focusing on gastronomy with events like the GASTROMAR festival that celebrates local cuisine and marine activities.
- Mar que activa: Emphasizing nautical sports, cycling, golf, wellness, and active tourism.
- Mar que inspira: Highlighting cultural and historical events, particularly the 25th anniversary of the Berberiscas Incursions.
- Mar que une: Addressing themes of inclusion, diversity, sustainability, environmental education, and slow experiences.
- Mar que conecta: Focusing on community engagement, social media presence, and citizen participation.
Funding and Support
The development of this plan is supported by the NextGenerationEU funds from the European Union’s Recovery, Transformation and Resilience Plan (PRTR). It is also part of the Sustainable Tourism Destinations Program (PSTD).
Collaborative Efforts for Success
Mario Pérez Cervera, the Mayor of Los Alcázares, emphasized that this plan requires collaboration between the local government, businesses, and citizens. The mayor stated, “This is not just a plan from the municipality; it’s an strategy involving everyone. We invite the business sector, civil society, and visitors to actively participate in this new narrative where the sea is more than just a landscape; it’s our identity, economic driver, and shared experience.”
Implications for Regional Tourism
The successful implementation of this strategy could serve as a model for other coastal towns facing similar challenges. By focusing on year-round tourism that aligns with sustainability goals, Los Alcázares aims to improve the quality of life for residents while boosting its economic competitiveness.
With events like GASTROMAR serving as a launch point in November 2025, Los Alcázares is positioning itself not just as a summer destination but as an all-year tourist attraction. This approach underscores the growing importance of year-round tourism strategies in coastal communities worldwide.
