The Costa Cálida — the “warm coast” of the Región de Murcia — is home to Sol Mar Marketing. We are based in Los Alcázares on the shores of the Mar Menor, and we work with businesses across the region as well as further afield.
The Costa Cálida has its own character, distinct from its busier neighbour the Costa Blanca. Understanding it is key to marketing a business successfully here. This is our local guide.
Getting to know the Costa Cálida
The coastline stretches from the Mar Menor in the north to Águilas near the border with Andalucía. Key areas include:
- The Mar Menor: Europe’s largest saltwater lagoon, with towns including San Pedro del Pinatar, San Javier, Santiago de la Ribera, Los Alcázares, Los Urrutias and Los Nietos, plus the thin strip of La Manga.
- Cartagena: a historic port city with Roman ruins, a naval heritage and a growing cultural scene.
- Mazarrón and Puerto de Mazarrón: popular with residents and visitors for beaches and a relaxed lifestyle.
- Águilas: a charming coastal town known for its beaches and carnival.
- Inland: Murcia city, Torre-Pacheco, Fuente Álamo and a number of golf resorts with large international communities.
Who your customers are
The Costa Cálida has a varied customer base:
- Spanish residents — the majority of the population, present year round.
- Spanish holidaymakers, particularly families from Murcia, Madrid and inland regions who flock to the coast in July and August.
- British, Irish and other international residents, many living on golf resorts and urbanisations, some year round and some for the winter.
- International holidaymakers and second-home owners.
- Military and naval personnel and their families, given the region’s military bases.
Each group has different needs, languages, platforms and seasonal patterns. Successful local businesses usually serve more than one — read beyond the expat bubble for ideas on reaching Spanish customers.
Seasonality on the Costa Cálida
The rhythm here is distinctive. Summer is dominated by Spanish domestic tourism, with the Mar Menor towns filling up in July and August. International residents and winter visitors are more visible from autumn to spring. Golf tourism peaks in the cooler months.
Plan your marketing around these patterns. See planning social media around the Costa season for a month-by-month approach.
Channels that work locally
Google Business Profile and local SEO
People search for businesses “near me” or by town name — “restaurante Los Alcázares”, “English dentist Cartagena”, “pool maintenance Mazarrón”. A strong Google Business Profile and locally relevant website content are essential. See our local SEO guide.
Facebook groups
For reaching English-speaking residents, local Facebook groups for the Mar Menor, Mazarrón, Camposol, Condado de Alhama and other communities are hugely influential. Contribute helpfully and follow group rules. See Facebook groups for expat businesses.
Whether your customers are Spanish or international, WhatsApp is the communication channel of choice. See WhatsApp Business in Spain.
Instagram and TikTok
Ideal for hospitality, tourism, food, beauty and lifestyle businesses — and for reaching younger Spanish audiences. The region’s beaches, sunsets, food and fiestas provide endless visual content.
Community and events
Fiestas, markets, charity events and local sports clubs offer opportunities for sponsorship and visibility. In smaller towns, being seen to support the community makes a real difference.
Telling the Costa Cálida story
The Costa Cálida is less internationally known than the Costa Blanca or Costa del Sol, which can be an advantage. Visitors and new residents often discover it through personal recommendation and are looking for authentic experiences. Businesses that share local stories, landmarks and traditions — the Roman theatre in Cartagena, the calm waters of the Mar Menor, the region’s food and produce — connect strongly with this audience.
Caring for the Mar Menor
The Mar Menor has faced serious environmental challenges in recent years and holds great importance for local people. In 2022, it became the first ecosystem in Europe to be granted legal personhood. Businesses that show genuine respect for the lagoon and the local environment earn goodwill from residents and visitors alike.
Local knowledge, global standards
We are proud to call the Costa Cálida home. If you run a business here — or plan to — we would love to help you get noticed by the right customers. Get in touch for a friendly chat over a coffee, in person or online.
