Junta to promote Ronda more to reduce the effects of severed connection with the Costa del Sol

The Junta de Andalucía is to increase promotion of Ronda and its Serranía area as a destination now that the direct road to the mountain town from Marbella is going to be closed until at least August. The A-397 suffered a rock fall in the recent rain, which is expected to hit the town's tourist numbers.

The strategy to support Ronda will focus on increasing awareness in those other areas from which it is still easily accessible. There will be advertising at Malaga, Seville and Jerez airports as well as the main train stations in Malaga and Seville.

This was announced by the regional minister for tourism, Arturo Bernal, this week. "In order to deal with the possible negative effects that may impact on the influx of visitors to Ronda, it is essential to adopt a proactive strategy that allows us to minimise any adverse impact. We are fully aware that the A-397 is crucial, both for the mobility needs of residents themselves and for tourists wanting to visit Ronda for nature and adventure tourism."

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The intention is to follow a dynamic and direct approach to boosting tourism, aimed at attracting the attention of potential tourists by promoting the town at all the main access points to the area, especially the transport hubs where tourists abound.

In line with this strategy, the aim is to promote Ronda at the main regional airports in Malaga, Seville and Jerez, as well as at the two main train stations in Seville (Santa Justa) and Malaga (María Zambrano). These access points are fundamental for the arrival of visitors as they offer direct links to the town without requiring using the A-397 road, although that road link did provide a more comfortable and attractive connection for travellers.

"We seek to enhance the visibility of Ronda in these transport hubs, taking advantage of its high passenger footfall to generate a positive impact on the arrival of tourists," said Bernal.

Ronda will also feature heavily at the DRV travel event organised by this German travel association that will take place in Malaga from 30 March to 2 April. A visit to Ronda has been scheduled for 1st April for 25 representatives from German travel agencies to see the town for themselves.

Added to this, a press trip of travel agents from Holland will arrive in Andalucía in April with a specific stop in Ronda, and there will be a familiarisation trip coming from Singapore in May. "We know that the definitive solution will take time, but with the cooperation of all those involved, we are confident that the area will be able to overcome this obstacle and continue to be a benchmark tourist destination," concluded Bernal.