The Andalucia tourist board should do more to promote the region to attract more tourists.
Speaking at last week's Loving Andalucia British Tourist Trade Forum in Malaga, Travel Counsellors chairman David Speakman said the region offers a number of destinations and experiences currently unknown in the UK market.
He urged the tourist board to do more to promote the region to the UK, where many consumers believe Andalucia has little more to offer than the Costa del Sol.
Speakman said: "There's an opportunity for Andalucia to be the product of the future, as people are going for different experiences and weekend breaks.
"I do think it has got so much to offer as there's so much more product here and there's so much more availability.
"I think the problem is travel agents get confused [about the offering]."
Association of Independent Tour Operators chairman Derek Moore agreed, adding: "A lot of people are not very clear as to what Andalucia represents.
"There is a perception problem. Many consumers don't know whether Andalucia is just part of the Costa del Sol or has more to offer."
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