I had a similar feeling when I first pitched up there. I think cities with major airports for the Costas end up acquiring negative associations, at least for Brits. You see stag and hen groups and screaming families being called for their flights to Malaga and Alicante at UK airports, and it sullies the city's own image a little in your mind. Which is maybe unfair - Alicante is fantastic, for example.
We were actually thinking of moving to Malaga a few years back, but opted for Valencia instead, before even going on a fact-finding trip.
Maybe it deserves another visit.