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Málaga is one of the fastest-growing destinations in Europe and an important driver of Spanish economy, with booming numbers of tourists, expats and retirees attracted by its unique charm and the beautiful Andalusia region.
That’s not all, though – as the 2020 winner of the prestigious European Capital of Smart Tourism award, Málaga, its authorities and its local businesses have showed how massive tourism growth can be channeled sustainably, benefitting its residents and the region in general. With this win, Málaga has joined the prestigious club with select European cities such as Dublin, Torino, Tampere, and Seville.
In this edition, Connecto Transfers - which provides airport transfers at Malaga Airport - interviewed Peter Fischer Flórez, founder of Costa Excursions, an acclaimed local tourist agency specializing in custom tours throughout the entire Andalusia region.
He provides expert advice on what makes for a truly memorable tour, what are some special places to see around Málaga, and how the local travel scene is developing. Read on to find out the details.
What’s the history behind Costa Excursions and how did you end up in this field of work?
Costa Excursions grew quite organically. I’ve been in the travel industry for many years, working closely with international clients—especially from the U.S.—and I kept seeing the same gap. People were coming to Costa del Sol, but they weren’t really experiencing Andalucía beyond the typical tourist spots.
At the same time, I live here, so I know what’s actually worth seeing, how to move around efficiently, and what makes a day trip truly enjoyable rather than exhausting.
So the idea was simple: offer private, well-organized day trips that feel effortless for the client. No stress, no waiting around, no rigid schedules. Just a great day, tailored to them. That’s really how Costa Excursions started—and it’s still the philosophy today.
What is your most popular tour and what is special about it?
Our most popular tour is definitely Ronda.
It’s one of those places that people have often heard of, but don’t fully understand until they see it. The setting is dramatic—the town sits on top of a deep gorge—and the views are incredible. But beyond that, it has a very authentic Andalusian feel that hasn’t been lost.
What makes our version of the tour special is how we structure the day. We don’t just “take you there”. We manage the timing, include optional winery visits, suggest the right places to eat, and give clients the flexibility to enjoy it at their own pace.
It’s the difference between checking a box and actually experiencing the place.
Probably everyone has heard about the overtourism friction and protests in Barcelona. How is Malaga doing in that regard?
Málaga and the Costa del Sol are definitely seeing strong growth in tourism, but the situation is quite different from Barcelona.
Here, tourism is more spread out geographically—Marbella, Mijas, Estepona, inland villages like Ronda—so it doesn’t concentrate in the same way. That helps reduce pressure on any single area.
That said, there is increasing awareness around sustainability and housing, especially in Málaga city. It’s something that needs to be managed carefully, but at the moment it hasn’t reached the same level of tension you see in Barcelona.
From our side, we actually help by promoting day trips to less crowded areas, which naturally spreads visitors more evenly across the region.
Do you have any cooperation with the local authorities and tourist boards throughout Andalusia?
We don’t have formal partnerships in the sense of official contracts, but we do work within the broader tourism ecosystem.
We collaborate regularly with local wineries, guides, and businesses, and we stay aligned with the general direction of regional tourism boards—especially in terms of promoting quality tourism rather than mass tourism.
Most of our relationships are built on the ground, directly with local partners. That allows us to keep things flexible and maintain a high level of service for our clients.
As a family business with your brother in law, how do you keep business decisions separate from your private life?
That’s always a challenge in any family business.
The key for us is clarity of roles and trust. Each person knows their responsibilities, and we try to avoid overcomplicating decisions. In this type of business, speed matters—you can’t discuss every small detail without risking losing clients.
At the same time, we’ve learned to keep communication very direct and practical. When it’s business, it’s business. And outside of that, we try not to let small operational issues affect the personal relationship.
It’s not always perfect, but overall it works because we’re aligned on the goal: making the business successful.
In your opinion, what is one hidden gem in this region that not many people end up visiting, but should do so?
Setenil de las Bodegas is a great example.
It’s a small village near Ronda where houses are literally built into and under massive rock formations. Walking through it feels completely different from anywhere else in Andalucía.
Many people go to Ronda and miss it, but combining both makes for a much richer experience. It’s one of those places that surprises people—in a good way.
Where do you see Costa Excursions in five years?
I see Costa Excursions becoming more than just a tour provider.
The goal is to position it as a reference point for private travel experiences in southern Spain—something people trust not only to book a tour, but to plan their time in the region.
That includes expanding our content, building stronger direct relationships with clients, and possibly developing additional services around concierge and tailored travel experiences.
Growth is important, but always with the same principle: keeping the quality high and the experience personal.
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Thank you again for taking the time to share these insights with us, and we wish Costa Excursions and the entire team all the best in their future work!
Cover image from David Stanley at Flickr, used under CC BY 2.0 Attribution 2.0 Generic license
