The change in identity is driven by geographic expansion, bringing its magic beyond Costa Blanca.

Magic Costa Blanca is evolving into Magic Hotel Group, marking a new phase of geographic expansion, transformation, and a commitment to more human, inclusive, and responsible tourism. This evolution goes far beyond a name change: it is a new strategic positioning that reinforces the values that have guided the company since its beginnings, now reflected in a renewed visual and verbal identity following a rebranding process developed in collaboration with the consulting firm Baud, which has nearly two decades of experience in brand strategies.

Beyond the name: a value-driven way of doing tourism

The new name sums up the ambition to grow without losing the soul. Magic Hotel Group maintains its core purpose: bringing magic to people’s lives, something only possible from a corporate culture deeply rooted in four fundamental values:

• Hospitality that unites: At Magic, hospitality is understood as an emotional bond that goes beyond function. It is the ability to create spaces where everyone—clients, families, teams—feels welcome and connected. This way of welcoming does not distinguish by age or lifestyle: it unites. The group's new positioning emphasizes this warm, human vision, which drives an experience where the most important thing is not the destination, but how you feel when you arrive.

• Commitment that builds trust: Commitment has always been the backbone of the Magic model. From its origins as a family business to its consolidation as a leading group, every decision aims to be made with responsibility toward people, communities, and the environments in which it operates. We strive to offer our best to others (colleagues, clients, community, and the planet), which translates into transmitting and generating trust in our Group.

• Innovation that excites: At Magic, innovation is the engine that stirs emotions. Every new idea, service, or experience is born to surprise, exceed expectations, and create unforgettable memories. It is the ability to imagine the extraordinary and make it real—a kind of magic that only happens when creativity, experience, and knowledge work together.

Each new project is created to excite and leave a mark, as seen in our unique themed resorts like the new Magic Pirates Island or the upcoming Hotel Villa España, which will soon open as a tribute to national culture and a symbol of balance between design, entertainment, and legacy. Innovation is constant, reflected in projects like the transformation of the former Marina d’Or into Magic World. In this second season, we continue to implement new features, such as the summer renovation of the old Balneario hotel in Oropesa del Mar into a new concept: ‘Pontiana Thalasso Hotel.’ With this accommodation, Magic Hotel Group aims to reduce seasonality and reach more European markets with a new type of Wellness Tourism that combines leisure with the ability to transform habits and care for our health based on the benefits of the Mediterranean lifestyle.

• Diversity that enriches: Every space, every establishment, every corner within Magic has its own essence, yet they all share the same way of doing things: with empathy, creativity, and the desire to offer memorable moments where variety enhances the experience. Magic Hotel Group reflects a diverse society. Its offerings cater to different audiences—families, couples, wellness or culture lovers—without losing brand coherence.

A responsible tourism model that creates value

At Magic Hotel Group, tourism development coexists with active policies on recycling, energy efficiency, and eco-design. Most of its hotels already hold the prestigious international Bioscore Level A certification.

This commitment to sustainability is complemented by direct support for local economies, promoting employment, continuous training, collaboration with local and international NGOs, and the development of all kinds of experiences and events in the destinations where it operates.

Growing to be better for others

The transformation of Magic Costa Blanca into Magic Hotel Group symbolizes an expansion that does not sacrifice closeness; an evolution that retains its essence; a leadership practiced with responsibility. Because at Magic, we believe that sometimes what you experience surpasses what you imagine. And that is the true magic.

“As Magic Costa Blanca we became a benchmark in the Valencian Community and grew significantly as a company (with a total of 22 hotels and resorts and 4,585 rooms spread across six cities in Costa Blanca, Gandía, and Castellón), but more than striving to be better than others, from Magic Hotel Group we must aspire to be better for others.”