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Torrox’s Fitur stand featured robots that interacted with the visitors.
Credit: Ayuntamiento de Torrox
Torrox’s innovative stand at the Fitur International Tourism Fair has had a high-tech impact, as it was used to demonstrate its status as the top holiday destination of the Axarquia Region. Even though official Andalucian institutions have been suspended due to mourning after the Adamuz rail accident, the town has kept up its promotional activities by focusing on the latest technologies.
Promotions that are cutting edge
This year, the feature that stood out most was a fleet robotsA robotic dog, as well as a humanoid. Mayor Óscar Medina explained that the strategy hopes to maximise visibility, stating that the technological elements attract “numerous national and international television stations,” making sure Torrox trends on search engines and social media.
The mayor highlighted the effectiveness of such campaigns, citing a group of tourists from the Basque Country who booked a holiday in El Peñoncillo specifically because of the promotion they saw at last year’s fair.
Feel the best climate of Europe
The 2026 campaign includes a new video that promotes the slogan, “Feel Europe’s Best Climate”. This high-intensity, under-a-minute-long video was created using drones, close-up cinematography and is designed to be consumed on social media.
The stand is a recreation of the city, with:
- Traditional chiringuito atmosphere.
- Replicas of the benches and gardens from the Plaza de la Constitución.
- The iconic umbrellas in different colours that have become a tourist landmark.
A diverse holiday destination
Torrox, Andalusia’s number one rural housing destination, is now a popular choice for visitors who are looking for an authentic town centre and traditional sun and sand holidays. Mayor Medina referred to the town as “a mini-Andalusia”, a package that offers everything within the global marketplace. Malaga Costa del Sol brand.
Medina stated that “the civilised world is based on tourism”, pointing out that this sector supports local businesses and wealth. If we want to keep evolving and creating wealth, we have to embrace tourism.
