Axarquia’s hidden villages attract a new kind of international tourist

International visitors are discovering a different side of the Costa del Sol, travelling inland from Nerja and Torrox to explore the white villages, mountain scenery and traditions of Axarquia. And for investors in tourism-based business, this could be a game-changer.

Known as “slow tourism”, this approach focuses on experiencing a destination at a relaxed pace, meeting local people and learning about their customs rather than concentrating on beaches and the usual tourist attractions.

According to Oletrips, a company organising small-group excursions around the Axarquia and other parts of Andalucia, most of its customers come from abroad. British, Swedish, Irish, Canadian, German, Swiss and American visitors feature among its most frequent nationalities. The company says its typical customer is over 50 and has a particular interest in local culture, gastronomy, history and traditional ways of life.

Four white villages away from the coast

One of the excursions takes visitors to Archez, Canillas de Albaida, Salares and Sayalonga, four small municipalities where mountain landscapes and historic buildings offer a different perspective on Malaga province. The routes also explore the area’s Moorish heritage, helping visitors discover a history that can be overlooked during a conventional coastal holiday.

Activities go deeper than just sightseeing. Visitors can spend time with a goat herder, learn how beekeepers work or try making traditional village bread and roscos de vino, a sweet wine biscuit popular in Andalucia. These experiences give travellers an opportunity to learn about rural life directly from the people who continue to practise these traditions.

Autumn and winter bring visitors inland

Although the Malaga Province is strongly associated with summer holidays, Oletrips says autumn and winter are its busiest seasons for “slow tourism” excursions.

Many customers are foreigners who spend longer periods on the Costa del Sol, enjoying the milder climate outside the main summer season. Others stay in Nerja, Torrox and neighbouring resorts before taking trips into the countryside.

Some North American visitors travelling around Spain for several weeks also seek quieter destinations after visiting larger cities such as Madrid, Seville and Malaga. For the Axarquia’s smaller communities, this type of tourism offers another way to introduce visitors to the region beyond the coast, while bringing attention