Small Business Advertising on the Costa del Sol: What Works in 2026

Running a small business on the Costa del Sol is a bit like juggling sangrias at a summer party, exciting, a little chaotic, and absolutely rewarding when done right. But if you’re trying to get noticed among locals, expats, and tourists, figuring out the best way to advertise can feel… overwhelming.

Fear not. I’ve been watching local businesses thrive (and survive!) for years, and here’s a practical guide to small business advertising on the Costa del Sol that actually works.

1. Know Your Audience. Locals, Expats, and Tourists

The Costa del Sol isn’t just one audience; it’s a mix of:

• Long-term expats who speak English
• Local Spanish residents
• Seasonal tourists from all over Europe

Understanding who you’re trying to reach will shape every decision, from the channels you use to the tone of your message. A café in Marbella may need English-language promotions for expats, Spanish-language specials for locals, and fun, visually appealing ads for tourists scrolling Instagram.

💡 Tip: Keep your audience in mind and pick the channels that actually reach them. That’s where stations like Chilli shine. English-speaking locals and visitors are tuned in daily.

2. Mix Traditional and Digital Channels

Small businesses often feel like they have to choose: social media or traditional advertising. The truth? Do both.

• Traditional options: local radio, posters, flyers, community newspapers
• Digital options: social media, Google Ads, WhatsApp groups, email

A combined approach works best. For example, a restaurant might advertise a weekend special on Chilli and post the same special on Instagram. People see your brand multiple times in different contexts, which increases trust and recognition.

3. Timing is Everything

When it comes to small business advertising, timing isn’t just about when you post online, it’s about when your audience is paying attention.

• Morning commuters hear radio in their cars
• Midday breaks are perfect for restaurant specials
• Evening strolls along the promenade are ideal for shops and experiences

A well-timed message reaches people when they’re ready to act. Small tweaks in timing can make a huge difference in results.

4. Make Your Message Clear and Memorable

People are busy, distracted, and occasionally sunscreen-blind on the Costa del Sol. Keep your advertising simple:

• Focus on one key message
• Include a strong call-to-action
• Use friendly, human language that feels approachable

Even a short, 30-second radio ad on Chilli can be incredibly effective if it’s clear, catchy, and memorable. Think of it as a conversation, not a lecture.

If you want to see how Chilli can help your business reach local customers, check out our advertise page.

5. Engage With Your Community

Finally, small businesses thrive when they feel part of the local community. Radio, local events, and collaborations with other businesses help you:

• Build credibility
• Reach new customers through word-of-mouth
• Create a loyal following

Advertising isn’t just about selling, it’s about being present where your audience lives, works, and relaxes. A friendly mention on a local radio station, a booth at a community event, or sponsoring a local festival can pay dividends that no amount of social media likes can match.

The Bottom Line

Advertising on the Costa del Sol doesn’t have to be complicated or expensive. The secret? Know your audience, use a mix of channels, time your messages right, keep them simple, and stay engaged with your community.

For English-speaking businesses, local radio like Chilli is a simple, cost-effective way to reach expats and tourists alike. Combine it with digital tools, keep your messaging clear, and watch your small business make waves along the Costa del Sol.

🎶 Chilli.fm – helping small businesses get noticed, one listener at a time.