The Marina d’Or Transformation Begins
New ownership shifts the course for Marina d’Or as Magic Costa Blanca takes the helm, aiming to broaden the hotel and real estate complex in Oropesa. The plan centers on expanding entertainment and live events to attract visitors to the Holiday City concept. A varied program of shows and concerts is set to energize the resort and nearby attractions, aligning with a long-term goal to elevate regional tourism.
While it is early to claim a silver bullet for revival, Magic Costa Blanca brings decades of tourism know-how. The family business is known for operating hotels and water parks, assets that will be leveraged to unify scattered properties across Benidorm, the Marina Baixa area, and Gandia under one umbrella. The objective is to create a cohesive, year-round destination that resonates with modern travelers while preserving the character of Marina d’Or.
The new corporate structure
The reorganized group is poised to manage a portfolio that includes roughly 500 employees and assets valued near 115 million euros. The Garcia family, leading Magic Costa Blanca, brings extensive hospitality experience to a venture that marks a bold expansion into Castellón and Valencia’s broader market. This consolidated approach signals a major step for the family and the region as it seeks to restore Marina d’Or’s prestige after a period of transition.
The Circles of Opportunity
Oropesa is planned to gain a substantial residential zone, joining Europe’s largest seawater spa and expansive sports facilities. The project promises additional amenities that enhance the value proposition for both residents and visitors. The new group enters with a mission to refresh the resort’s appeal and strengthen the health and leisure offerings long associated with Marina d’Or.
Assets and Ambition
Magic Costa Blanca will oversee an organization backed by a capital base near 115 million euros and a workforce of about 500. The family firm carries a solid asset base, presenting a real opportunity as it expands into Castellón and reinforces its presence in the Valencian community. This move also marks the first major entry for the company into this province, setting the stage for broader regional growth.
Location & Vision
In recent years Marina d’Or explored diverse offerings to attract a wider range of events, including large-scale festivals. The new owners bring expertise in curating memorable experiences, including the use of parks and entertainment concepts that align with seasonal tourism. The blend of cultural programming and resort amenities aims to position Marina d’Or as a premier leisure destination in Castellón.
Recent efforts at Primavera Sound and other marquee events illustrate how the leadership envisions Weekender-like experiences, blending music, food, and culture within a single resort setting. The plan is to weave these kinds of events into the Marina d’Or calendar, complementing established resort attractions and encouraging longer sojourns.
Javier García Cuenca stands out as a pivotal figure in the evolving Marina d’Or narrative. As the son of Francisco García, founder of Magic Costa Blanca, he brings formal training in marketing and a background in executive leadership. He holds a Marketing degree from ESIC and an Executive MBA from the Instituto de Empresa Business School. Serving as vice president of Magic Costa Blanca, he is positioned to guide the family business through a strategic phase of growth and adaptation to 2023 tourism tastes.
García also serves as a prominent voice for Hosbec, the Valencian association of hotel and tourism employers, and as head of the Spanish Institute of Hotel Technology. In discussions about hotel strategy during his MA studies, García emphasized the value of a clear, data-driven approach to defining a hotel’s concept and value chain, underscoring how such planning can drive profitability and sustainable success for the organization.