60 executives and brands from the tourism sector gathered on the Costa del Sol for an event that reinforces Spain’s position as a destination of excellence.
On 28 February, Marbella once again demonstrated why it is one of Europe’s leading destinations for high-end tourism. SIE, Spain is Excellence, held its eagerly awaited SIE Golf Tournament, bringing together 60 professionals and leaders from the premium tourism sector for an event that combined sport, strategic relationships and promotion of the region.
The event took place at the Marbella Club Hotel, the Higueral Golf course and the Don Carlos Resort & Spa, three benchmarks for hospitality and lifestyle on the Costa del Sol.
Golf as a driver of high-value tourism
Golf tourism is one of the most strategic segments for Spain. The country has more than 400 courses and is the second most popular European destination for travellers motivated by this sport. Andalusia, and especially the Costa del Sol — internationally known as the ‘Costa del Golf’ — accounts for a significant part of this offering.
This visitor profile stands out for its high purchasing power, longer stays and higher average spending, contributing decisively to the deseasonalisation of the destination and the economic impact in the mid and low seasons.
In this context, the SIE Golf Tournament was not only conceived as a sporting event, but also as a platform for connecting brands, territories and professionals who work towards a model of tourism based on quality and excellence.
‘At SIE, we advocate a model of tourism that prioritises excellence, sustainability and added value. Golf is a clear example of how Spain can attract discerning international travellers throughout the year, generating economic and reputational impact for our destinations,’ says Ana Alonso, CEO of SIE.
She adds: ‘This tournament was created with the aim of bringing together players who share this vision. It is not just about competing, but about creating a community, alliances and a narrative consistent with the quality that Spain offers.’
A day of networking and experiences
The programme included a 9-hole round at Higueral Golf, an exclusive clinic at the Marbella Club Hotel Golf Resort for beginners and advanced players, as well as activities at each hole promoted by SIE members such as Limouxine, Arc Collection, Castilla-La Mancha, Costa del Sol Málaga Luxury, Castilla Termal and Maravia, together with specialised collaborators.
The day ended with a closing cocktail party at the Don Carlos Resort, where attendees shared conclusions and new opportunities for collaboration.
For SIE, this meeting reinforces its mission as Spain’s Club of Tourism Excellence: to create spaces where high added-value tourism is built on collaboration, the region and real experience.
The tournament was held on 28 February, coinciding with an emblematic date for Andalusia, further underlining the region’s ability to lead the premium tourism segment in the winter months, consolidating its international positioning.
