Visit Costa del Sol is the tourism board for the Spanish region. Up until early 2016, it was mainly using traditional marketing and advertising methods to attract its visitors. However, as the majority of tourists now research their holidays online, it realised that this approach needed to change. Visit Costa del Sol created a new marketing strategy with a focus on content. Since teaming up with HubSpot, the tourist board has completely revitalised its website, boosting traffic by 20% and qualified leads by 50%.