Málaga hosts the III Local Institutional Communication Conference from today

Topics Ayuntamiento de Málaga Universidad de Málaga

The auditorium of MEET/Colección del Museo Ruso, in Tabacalera, hosts today and tomorrow the III Conference on Local Institutional Communication, focused on the projection of municipalities through their territorial brands. 185 participants have registered, almost double that of the first edition.

Javier C. · Published on October 15, 2026 at 21:15

Málaga hosts today and tomorrow the III Conference on Local Institutional Communication, dedicated to the projection of municipalities through their territorial brands. The event is held in the auditorium of MEET/Colección del Museo Ruso, in the municipal complex of Tabacalera, and is organised by the Ayuntamiento de Málaga through the Área de Comunicación, with the collaboration of the Federación Andaluza de Municipios y Provincias (FAMP) and the support of the Universidad de Málaga (UMA), the Asociación de Publicistas, Comunicación y Márketing de Málaga (Apecom) and the Asociación de la Prensa de Málaga (APM).

Almost double the registrations than in 2024

185 participants have registered, almost double than in the first edition, held in 2024 and dedicated to public procurement of communication services. The second edition, in 2025, addressed the attention economy towards messages from public administrations. The programme includes six lectures and six round tables. Today's session starts at 10.00 with the opening by the mayor of Málaga, Francisco de la Torre, and continues at 10.15 with the lecture by designer Eduardo Aires on territorial branding as a lever, focused on the case of Oporto. At 11.15 the round table on the image of Spain abroad is held, with TVE correspondent Érika Reija, the director of Communication and Corporate Affairs of the Museo Nacional del Prado, Carlos Chaguaceda, and the general director of Acción Exterior of the Ayuntamiento de Málaga, Isabel Pascual.

Film shoots, tourism and the Spain brand

Tomorrow's session, Friday, October 16, begins at 9.00 with political communication consultant Xavier Peytibi and global trends in the creation of territorial brands. At 9.45 the importance of film shoots for the promotion of municipalities will be addressed, with the director of Public Policies of Netflix in Spain, Portugal and EMEA, Esperanza Ibáñez; the general director of RTVA (Canal Sur), Juande Mellado, and the head of the Málaga Film Office, Belén Carrasco. The closing will be at 14.15, by the general coordinator of the FAMP, Manuel García, and the councillor for Tourism and City Promotion of the Ayuntamiento de Málaga, Jacobo Florido.

To attend

The conference is held in the auditorium of MEET/Colección del Museo Ruso, in Tabacalera. Information about the two previous editions is available on the Ayuntamiento de Málaga page and that of designer Eduardo Aires, on his website.