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Málaga has emerged in recent years as one of Europe’s fastest-growing tourism destinations and is now fully recognized as not just a city in the wonderful Andalusia region, but also a fascinating place to visit on its own. Moreover, its growth has been achieved with sustainability in mind, as confirmed by its win of the 2020 European Capital of Smart Tourism award.
In this edition of our travel series, we talked to Alicia from Oh My Good Guide, who runs a small local business offering highly personalized tours of Malaga and the surrounding region. She shared expert insights with us about what it is that truly makes Malaga tick and where the city is headed next.
Tell us more about the beginnings of Oh My Good Guide. How did you end up moving from architecture to tourism?
Oh My Good Guide was born quite naturally, at the intersection of two things I’ve always loved: storytelling and spaces. I trained as an architect, and although it may seem like a different field, it taught me how to read a city: how history shapes it and how people live in it.
After traveling and living abroad for a few years, I came back home and saw Málaga with fresh eyes. I felt a strong desire to share my Andalusian culture and bring the city to life for others.
I became an official guide and quickly realized there was space for something more personal, such as experiences that go beyond the surface and truly connect visitors with the essence of the city. That’s what we focus on today: authentic and memorable experiences.
What are some common misconceptions that travelers have about Malaga?
Many people think Málaga is just a beach destination. While the coastline is beautiful, the city itself is incredibly rich in history, art, and culture.
Travelers are often surprised to learn that it’s one of the oldest cities in Europe, shaped by Phoenician, Roman, Islamic, and Christian influences.
Photo credit: Zeynep Merve Kılıç Çakır, Pexels. Free reuse with attribution.
It’s also sometimes seen as a quick stop, but Málaga has evolved into a vibrant cultural hub with a strong identity and a dynamic food scene, so it is well worth more time.
Malaga is considered a powerhouse in the culinary world. What makes its food culture stand out?
Málaga’s food culture stands out for its simplicity and authenticity. It’s about great ingredients, tradition, and a very social way of eating.
Beyond icons like espetos, the cuisine is rooted in the Mediterranean diet, with fresh fish, seasonal produce, olive oil, and local wines.
Eating here is really about sharing. Tapas culture is informal and dynamic, and it reflects everyday life. In our food tours, we focus on helping visitors understand not just what they’re eating, but the culture behind it.
If a traveler asked you where to take their date in Malaga, what would you recommend them?
I’d recommend creating a small journey rather than choosing just one place: starting with a relaxed walk through the old town, then heading to a rooftop bar for sunset. After that, I'd suggest enjoying a delicious dinner by the port, in Muelle Uno.
We have heard much about overtourism in Barcelona. How much of a problem is it here?
Málaga is growing, but it’s still at a different stage compared to cities like Barcelona. There are busy moments, especially in peak season, but the city still maintains its local life.
The key now is to manage tourism thoughtfully. For example, we have new regulations for touristic apartments and the Tourism Board is encouraging visitors to discover interesting areas outside the old town.
It's time to focus on quality experiences, supporting local businesses, and encouraging deeper connections with the city. That’s where Oh My Good Guide is.
What advice would you give someone wanting to switch their career to travel and tours?
Firstly, you don’t have to see it as starting from zero—your previous experience is your strength. In my case, architecture shaped how I understand the city.
Secondly, focus on authenticity and be creative. Do something new that other tour companies aren’t offering. People connect with original experiences, personality and perspective more than anything else.
Where do you see Oh My Good Guide in 10 years?
I see Oh My Good Guide growing, possibly in other cities, but always in a very intentional way.
I’d love to continue developing creative experiences that combine culture, gastronomy, and art.
Most importantly, I want us to keep our personal touch so every guest still feels they’ve had something genuine and meaningful.
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Once again, thank you for sharing these insights about Malaga’s special charm with us, and we wish you all the best in your future work!
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Cover and photo credit: Alicia C, Oh My Good Guide. No reuse without author permission.
