Fuengirola turns a Madrid city square into a Costa del Sol beach with 3,000 fresh espetos

Fuengirola briefly swapped the Mediterranean for Madrid as Plaza de Olavide was transformed into a pop‑up slice of the coast. Sand‑coloured decor, espeto boats and lifeguard huts reshaped the square, brinigng in crowds who stopped to sample the town’s beach culture right in the heart of the capital.

A team of 35 espeteros travelled from Fuengirola’s chiringuitos to grill around 3,000 sardine espetos, cooked over open fires in the traditional Malaga style. The aroma alone pulled in long queues, while the chilled, steady rhythm of local group Los Salvajes del Rebalaje brought a wonderfully distinct coastal soundtrack to the day.

Visitors stopped to photograph the lifeguard hut and shared the experience online using #FuengirolaEnMadrid, with many Andalucians living in Madrid saying how closely the event resembled the Costa del Sol.

Mayor Ana Mula used the event to promote Fuengirola’s appeal as both a holiday destination and a second‑home base, highlighting its beaches, gastronomy and year‑round climate as key reasons for domestic travellers to visit.

Madrid activation strengthens Fuengirola’s push for Spanish tourism

As well as the public event, local town leaders held meetings with tourism professionals, hotel groups and business organisations to encourage collaboration ahead of the summer season.

A charitable element was also built into the Madrid promotion. Fundacion Harena, an organisation working to combat loneliness among older people, managed drink sales to raise funds for its community projects.

The campaign was supported by several regional partners, including the Mancomunidad de Municipios de la Costa del Sol Occidental, Urbaser, Coca‑Cola, Cervezas Victoria and Sorigue, all helping to recreate the look and feel of a real Malaga beach day. In total, around 700 kilos of sardines were used for the espetos, showing the scale of the event and the town’s sheer commitment to showing off its foody traditions and greatness.

For more information on the day visit the Fuengirola town hall website.