The Mayor, Josele González (PSOE), and the Councillor for Tourism, José Carlos Martín (Cs), attended the first day of the World Travel Market (WTM), which was held in London from Monday 1st till Wednesday 3rd November, the first day in person after the pandemic. 
"The British market is essential for our municipality and, therefore, we have come to show the UK public our solid multi-segment offer which, given the diversity of our destination, has allowed us to adapt to the new post-COVID way of travelling and offer our potential visitors a wide range of outdoor possibilities that guarantee the security that travellers are looking for nowadays", said the councillor, who added that "the tourism agents with whom we have met today have shown great interest in the city, so we are positive and hope to return to pre-COVID figures in an average period of time".

Outdoor activity
Mijas' commitment is focused on promoting outdoor activities "both for the tranquillity that [British tourists] find in the natural environment after the virus and for the privileged climate of the destination. The British have been, per se, our most important and numerous international tourists in both holiday and residential tourism," said Martín, who pointed out that "the British visitor is very loyal and a lover of our city, as well as a key player in boosting the local economy and generating jobs. Hence the promotion of the campaign 'Mijas, safe outdoor destination'.
Another of the offensives that the city has launched in London is linked to the presentation of the brand 'Mijas, Sun & Golf'. According to the councillor for Tourism, "the south of Spain has always led the preferences of British lovers of this sport, so this new branding aims to link golf with the quality offered by the 12 courses in the city, which is accompanied by the tourist, hotel and hospitality offer of the town. "The idea is that if you talk about golf, the first thing that reaches the potential tourist is the image of Mijas," he added.

Other niche markets 
At the World Travel Market in London, contacts were also made with Asian agents, to whom the Tourism Department has given audiovisual material in English, Japanese, Mandarin Chinese and Korean, showing them a guided tour of the town. "The positive thing about this type of tourist is that they travel in the low season, which would help us to break the seasonality," said Martin. The councillor also stressed "the importance of the national visitor", because without them, he said, "it would have been impossible to save the summer".

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