Málaga achieves 1.8 million impacts to attract teleworkers

The Costa del Sol has achieved 1,843,645 impressions and 4,795 visits to promote itself as a teleworking destination. The campaign targeted the United Kingdom, Germany, France, and the Nordic countries, with messages adapted to each market and platform. The goal: for European professionals to see the province of Málaga as a place to combine work activity and stay.

The Costa del Sol seeks visitors who work while staying

Which European markets has the campaign focused on?

The promotional action has been developed simultaneously in the United Kingdom, Germany, France, and the Nordic countries. Turismo Costa del Sol considers these four markets a priority to reach professionals capable of working remotely from southern Europe.

The choice is not only about seeking visibility. Each territory has shown different behavior, and that difference offers a useful insight for future campaigns: the United Kingdom and Germany have generated more traffic, France has concentrated the highest volume of impressions, and the Nordic countries have stood out for their relative efficiency in response and interaction.

For the Málaga reader, the matter has a concrete consequence. The promotion is not only aimed at tourists who arrive for a few days, but at a profile who may consider a workation or a medium- to long-term stay, with work integrated into their daily routine.

What did Turismo Costa del Sol aim to show?

The campaign has presented the province as a destination from which to carry out professional activity during a prolonged stay. That is the central idea conveyed by Turismo Costa del Sol: the visit does not end when the workday finishes, but can be combined with the experience of staying on the Costa del Sol.

The CEO of Turismo Costa del Sol, Esperanza González, explained that the entity wanted to show precisely that possibility. According to her statements, the nearly 4,800 users who reached the specific content and the time spent consulting it reflect interest in a different way of experiencing the destination.

The dwell time figure reinforces this data. Users who accessed the specialized remote work page stayed on it an average of two minutes. This is not a fleeting visit registered in passing: at least according to this indicator, there was time to explore the proposal and its content.

LinkedIn gave notoriety and Meta drove visits to the website

Which platform got the most impressions?

LinkedIn was the platform with the greatest reach, with 1,262,714 impressions, equivalent to 68.5% of the total. Its role fits the audience the campaign targets: professionals interested in working remotely and choosing a destination compatible with that way of organizing their activity.

The result makes LinkedIn the main channel of awareness for the campaign. However, this does not mean it was the channel that brought the most users to the specialized page. There, the picture changes, and quite a bit.

Instagram and Facebook, grouped under Meta, added up to 4,015 destination clicks, 83.7% of the total. Together, both platforms reached 422,175 impressions. Simply put: LinkedIn put the campaign in front of more eyes, while Meta got more people to take the step of entering the website.

What did TikTok and Instagram contribute to the strategy?

TikTok contributed 158,756 impressions and 157,945 video views. Its role was to broaden the exposure of content among new audiences, using an audiovisual format different from those used on channels more directly oriented to the professional sphere.

Overall, audiovisual content accumulated 845,858 views. The campaign, therefore, was not limited to placing identical messages on several networks: Turismo Costa del Sol adapted formats, messages, and segmentation to each platform and each market.

This nuance is relevant for understanding the results. The same action can work very differently depending on the channel: one network can generate awareness, another clicks, and another views. That's exactly what happened here. And the data serves to avoid the easy reading that the platform with the most impressions is automatically the most effective.

• LinkedIn: 1,262,714 impressions and 68.5% of the total.
• Instagram and Facebook: 422,175 impressions and 4,015 destination clicks.
• TikTok: 158,756 impressions and 157,945 video views.
• All audiovisual content: 845,858 views.

For a province that wants to attract longer stays, this separation between reach and traffic is especially practical. Visibility opens the door; the click allows explaining the proposal in more detail. That is the difference between appearing on screen and really getting someone interested.

The data leaves a roadmap for future campaigns

Which markets responded better?

The United Kingdom generated the highest number of clicks to the website, with 1,438, followed very closely by Germany, with 1,427. The difference is small, just 11 clicks, which places both markets as the main sources of traffic for this specific action.

France recorded the highest volume of impressions, with 533,512. That is, the French market offered the greatest reach, while the British and Germans showed a response more oriented to visiting the specialized content.

The Nordic countries stood out for their relative efficiency in response and interaction. The source does not provide an individual click figure for this group, but it does note that their behavior is favorable to continue testing new messages and formats.

The editorial reading is clear: there is no single winning market for all objectives. It depends on what is being measured. France provides volume of impressions; the United Kingdom and Germany, traffic; the Nordic countries, a relative response that invites further testing.

What role will this information have in tourism promotion?

The campaign is part of Turismo Costa del Sol’s Action Plan for the digital nomad segment. The purpose is to increase the province’s awareness among professionals able to work remotely and to encourage medium- and long-term stays.

The results have allowed gathering information about the behavior of different audiences. That information can guide new promotional actions, from market choice to the type of message and the channel used to broadcast it.

Esperanza González has pointed out that each market and each platform have provided data on how to connect with this visitor profile. The priority, she explained, is not only about achieving visibility, but identifying which messages spark interest and which channels attract professionals willing to combine work and stay.

For the Costa del Sol, this approach changes the tourism conversation. It is no longer just about how many people see a campaign, but what they do afterward: if they enter the page, how long they stay, and from which market they come. The campaign offers initial answers to these questions, although the next step will be to check how they translate into real travel decisions and longer stays.

The reality is that the Costa del Sol has obtained 1,843,645 impressions, 4,795 visits, and 845,858 views by promoting itself among teleworkers from four European markets. The United Kingdom and Germany have driven more traffic, France has provided greater reach, and the Nordic countries have shown a promising response. The campaign leaves concrete data to decide what to try next.