Natalia Boveda leads international promotion for Visit Costa Del Sol, the official DMO for the province of Malaga.

In this episode, she explains how one of Europe's most recognised summer destinations is deliberately redirecting its entire marketing effort towards the low and shoulder seasons.

In this episode we cover:

• Why brand familiarity from the UK market is the biggest barrier to repositioning
• The decision to stop promoting summer altogether and what that means for co-marketing with airlines and operators
• How a bimonthly stakeholder committee coordinates the DMO, AENA, regional government and Turespana on route development and seasonal promotion
• Malaga's transformation from transit point to year-round city break destination
• Winter fam trips and trade education as tools for closing the perception gap
• The evidence: rising winter occupancy and hotels that no longer close in December

Natalia will be joining us on stage at the Tourism Seasonality Summit, 17-18 May in Rimini, Italy, co-located with Routes Europe, on a panel called "Beyond Summer: Crafting New Experiences to Extend Seasonality."

Full programme and registration: seasonalitysummit.com