Why this Spanish city is asking British tourists to keep their clothes on

Since the 1970s, Brits have flocked to Malaga for a week of sunshine, enjoying familiar comforts like pints of lager and full English breakfasts. However, recent behaviour has prompted the city's tourism department to act. Frustrated by inappropriate tourist attire, the Spanish city of Malaga is taking a stand with bold billboards urging British holidaymakers to "put some clothes on."

This is part of a new and broader campaign, complete with 17 big billboards and numerous signs, launched by Malaga's Tourism department during peak tourist season. So, what's behind this campaign, and what issues are locals facing?

On Saturday, the tourism board took to X to reveal four new signs, written in English and featuring the Union Jack. One notable sign reads: "Dress completely. Both on the street and in public places always wear an upper garment out of respect and hygiene." Locals have voiced frustration with tourists strolling around in just bikinis or shorts. In response, billboards around the city now urge visitors to "dress properly," "dress appropriately," and "dress completely." 

Earlier, the furious city hall imposed hefty fines for anyone who is seen in the street or public spaces without clothes, or wearing only underwear, would face fines of up to €750. They even fined €250 for those who left their belongings on the beach or those who claimed beach beds.

Another sign tackles noise pollution, advising visitors to "respect the sleeping hours" of residents, including the elderly, students, and essential workers. It encourages avoiding loud shouting, singing, or playing music in public, with the note: "Don't be conspicuous."

Littering is also a major concern, with signs urging tourists to "Keep the city clean" by using rubbish bins and caring for historical monuments, gardens, and public seating. Additionally, scooter riders are reminded that "pavements are for pedestrians," in an attempt to combat visitors who ride indiscriminately in cycle lanes, and invade pedestrian areas.

Malaga's campaign to promote better behaviour among tourists comes on the heels of large anti-tourism protests that swept across the city this summer. According to GBN News, protesters in Malaga have told holidaymakers to "go home," claiming the city has become "unliveable" due to the overwhelming influx of tourists. Dani Drunko, a local bar owner who was evicted from his home to make way for tourist accommodations, voiced his frustration, saying, "Malaga city centre has been going downhill for a long time. If something in my bar breaks, I don't have a hardware store to buy anything because the tourists don't need to buy screws."

A local politician also shared their frustrations on social media, stating, "You walk the streets of Malaga and it is practically impossible to find a residential building that does not have a lockbox for tourist rentals." Many locals feel they are being forced out of their neighbourhoods as homes are converted into short-term rentals for visitors, leading to what some call the "touristification" of the city.

Since the pandemic, remote workers have increasingly moved to Spain, attracted by the lower cost of living and sunny climate. Combined with expats often earning more than locals, many residents feel they are being priced out of their own city. Demonstrators argued that tourists drive up housing costs, leaving local residents unable to afford living in the city centre. Despite the new rules imposed on tourists, some locals said they remain sceptical about its enforcement, arguing that the laws against walking shirtless or in undergarments are not being strictly upheld.

However, authorities are now ramping up their efforts, with violators potentially facing steep fines if they fail to comply with police warnings about dress code and public conduct. Anti-tourist protests take over Spain Malaga is just one of many Spanish cities pushing back against the impact of mass tourism, CNN reported. Last month, the government of Barcelona, where thousands have protested against the flood of visitors, announced plans to ban apartment rentals to tourists by 2028. The move is aimed at controlling skyrocketing housing costs and making the city more affordable for locals.

In May, the islands of Ibiza and Mallorca introduced stricter measures, cracking down on party boats and public drinking in a bid to manage the tourist influx. Protests also erupted in the Canary Islands in April, where locals blamed excessive tourism for driving up housing prices and causing environmental damage.