Rincón de la Victoria’s ‘Beyond Summer’ Tourism Campaign Exceeds Expectations with Micro-Creator Strategy

Rincón de la Victoria, a municipality on Spain’s Costa del Sol, has seen significant success with its ‘Beyond Summer’ tourism campaign, achieving over 400,000 views and 10,000 interactions on social media. The campaign, launched in December 2025, focuses on showcasing the destination’s appeal throughout the year, moving away from a reliance on seasonal tourism.

De-seasonalization Through Influencer Marketing

The campaign’s strategy centers on collaborating with micro-creators – influencers with smaller, more engaged audiences – rather than traditional tourism promotion models. Mayor Francisco Salado emphasized the city council’s commitment to transforming perceptions of Rincón de la Victoria, stating a desire to demonstrate its appeal as a year-round destination offering heritage, nature, gastronomy, and sports [Ayuntamiento de Rincón de la Victoria].

Campaign Phases and Results

The ‘Beyond Summer’ campaign unfolded in three phases:

• Blogtrip (December 21, 2025): An initial trip with seven content creators specializing in family and cultural tourism.
• Individual Creator Visits: Visits from over a dozen additional creators, prioritizing diversity in audience and thematic focus.
• FITUR 2026 Gamification: A gamified activation at the FITUR international tourism fair, amplifying reach and solidifying the campaign’s message.

More than 20 content creators participated, generating over 30 reels and 100 stories across Instagram, TikTok, and YouTube, utilizing the hashtag #MásAlláDelVerano. Notable creators included @blogueraviajera, @andaluciadecolores, @marcateunviaje, @efectomalaga, and @azulenmalaga [Ayuntamiento de Rincón de la Victoria].

Micro-Creators Drive Engagement

Tourism Councilor Antonio José Martín highlighted the effectiveness of the micro-creator model, noting that audiences of between 5,000 and 50,000 followers demonstrate greater engagement and produce more authentic and credible content. He explained that working with specialized creators allowed the campaign to reach diverse audience segments and generate lasting content [Ayuntamiento de Rincón de la Victoria].

Key Campaign Statistics

• +400,000 social media views
• +10,000 interactions (likes, comments, shares, saved)
• +20 content creators participated
• +30 reels published on Instagram and TikTok
• +100 stories shared

‘The Treasure of Rincón’ at FITUR 2026

The campaign culminated in a gamification event, ‘The Treasure of Rincón,’ at FITUR 2026, attracting nearly 100 participants. Attendees were encouraged to share photos on social media with #MásAlláDelVerano for a chance to win prizes [Ayuntamiento de Rincón de la Victoria].

Scalable and Cost-Effective Strategy

Martín emphasized the replicability and scalability of the campaign, stating that significant budgets are not required for effective tourism marketing. He underscored the importance of strategy, creativity, authenticity, and identifying the right creators. The City Council continues to invite content creators to collaborate in promoting Rincón de la Victoria, with contact information available via email ([email protected]), Instagram (@turismoenrincon), or phone (952 407 768) [Ayuntamiento de Rincón de la Victoria].

Infrastructure Maintenance Contract

Separately, the Rincón de la Victoria City Council has contracted Conacon Sando for the maintenance, repair, and conservation of municipal infrastructure, buildings, beaches, and associated facilities. The two-year contract, signed on October 10, 2025, includes potential one-year extensions and a budget of €800,000 per year [Conacon Sando].