Málaga is capital of the Costa del Sol, a metropolitan area of 1.2 million people, as well as one of the most famous tourism destinations worldwide. The city has been characterised by a strong demographic increase in the last 50 years, doubling its population between 1960 and 1980. Currently innovation and cultural tourism are increasing their importance in the city’s local economy. Since the approval of its Sustainable Urban Mobility Plan, several actions have been developed such as pedestrian and traffic calming areas, dynamic parking information, and priority lanes for public transport and bicycles. However, these initiatives need to be integrated in a broader strategy, aiming at reducing private vehicle use and improving public and alternative transport.