The Region of Murcia presented its leadership as an innovative blue tourism destination at the International Congress on Tourism and Blue Economy ‘Sun&Blue’, held in Almería. This tourism model goes far beyond the traditional sun-and-beach offer, integrating nautical activities, nature, culture, gastronomy, sustainability and digitalisation, all of which can be enjoyed year-round along the Costa Cálida.

The Institute of Tourism of the Region of Murcia (Itrem), part of the Regional Ministry of Tourism, Culture, Youth and Sports, took part in the event, which brought together more than 1,000 professionals from public administrations, businesses, universities, scientific institutions and international organisations linked to marine and coastal environments. The conference, held on 19 and 20 November, addressed the challenges and opportunities faced by coastal destinations from an integrated management perspective.

A National Benchmark in Best Practices

Itrem contributed to the round table ‘Public Investment and the Transformation of Blue Tourism’, presenting the Cohesion Action between Destinations (ACD) ‘Costa Cálida Blue Tourism’ as a model of good practice. With a budget of three million euros, co-financed through Next Generation EU funds, the project aims to evolve from a traditional sun-and-beach model to a more sustainable, experiential and deseasonalised tourism offering.

Framed within the Tourist Destination Sustainability Plan (PSTD), the initiative is being implemented in collaboration with the municipalities of San Pedro del Pinatar, San Javier, Los Alcázares, Cartagena, Mazarrón and Águilas, together with the business sector, strengthening coordinated management between local and regional administrations.

Cabo de Palos, a World-Class Diving Hotspot

Among the key actions of the project is the development of a comprehensive range of sea-related experiences. A standout element is the 3D diving guide featuring seven major dive sites, including the Cabo de Palos–Islas Hormigas Marine Reserve, widely recognised as one of the best diving locations in the Mediterranean, alongside Cabo Tiñoso.

The project also includes the creation of 17 sports beaches, a network of marine itineraries in the Mar Menor guided by biologists in collaboration with the Hippocampus Association, ecotourism routes for kayaking, paddle surfing and snorkelling in the Mediterranean, open-water swimming events, and a catalogue of ideal nautical spots for windsurfing, kitesurfing, wingfoiling and surfing.

Complementing these initiatives, the plan will expand the network of Blue Trails and enhance land routes connecting cultural and gastronomic experiences with Michelin- and Repsol-listed restaurants, the ‘1,001 Flavours Region of Murcia’ seal and year-round accommodation.

A Strong Commitment to Digitalisation

From a technological perspective, a digital platform will be developed to centralise all blue tourism offerings — activities, beaches, trails and experiences. Smart sensors will also be installed in strategic locations such as the EuroVelo 8 cycling route and the new sports beaches to enhance visitor management and overall experience.

Furthermore, nautical companies will gain access to digital tools designed to improve the online marketing of their products and services, boosting their competitiveness and increasing visibility for the Region of Murcia’s blue tourism offer.