In 2017, Mijas Town Hall commissioned the University of Malaga a Strategic Tourism Plan that will be in force from 2018 to 2022. A guide was drawn up for the promotion of the destination of the coastal town. It aims to manage its offer and define ways of financing and projecting products and promotions. In the case of Mijas, added to the three main sectors (sun and beach, Mediterranean white village, and golf), four other potential segments (gastronomy, crafts, nature, and sport) that the department has been exploiting over the years.

This first tourism plan has produced results over the years. The Councillor for Tourism and First Deputy Mayor of Mijas, José Carlos Martín (Cs), reported, "it has to be updated to put into context its lines of action for the coming years" as "the world situation has changed after the Covid pandemic and the priorities are now different and differentiated". Even so, the municipality managed to adapt to these circumstances and was a national pioneer in health. Martín said, "the municipality quickly and efficiently implemented all possible health measures to combat the coronavirus and make Mijas a safe destination".
 

Future action lines

The First Deputy Mayor and Councillor for Mijas Tourism, José Carlos Martín, accompanied by the Mijas service head, Juan Carlos Acevedo, held a meeting with the Dean of the Faculty of Tourism, Antonio Guevara, and the Director of the University Institute of Research, Tourism Intelligence and Innovation of the UMA, Enrique Navarro, to update the Strategic Mijas Tourism Plan,to renew and contextualise action lines to determine future actions in the new global sector context.

This is the first of the steps to renew the plan as " following these guidelines, the offer of Mijas has found a better fit with promotional campaigns closer to what the potential tourist is looking for. We have had a more prominent and outstanding presence in visibility events in the various world tourism fairs. Like those held in Madrid, Paris, London, and Berlin where our town has a great presence," said the Mayor. He assured that "the department will continue to work in this line under the premises advised by the UMA in the renewal of the plan".

With the new ways of travelling in mind, the Mijas Strategic Tourism Plan update will continue to work in the short, mid, and long term for the revaluation of the Mijas offer and its national and international projection as one of the best destinations on the Costa del Sol.

"The first plan has proved to be effective in fighting the sector's problems in the province, such as seasonality", recalled José Carlos Martín. "At the same time we are committed to involving the stakeholders and tourism experts with greater relevance and collaboration when defining what we need to continue to grow".

The key factors are sustainability and the development of a unique destination management system that can link the complete offer of Mijas to make it a strong pole of attraction. Some aspects of the first Mijas tourism plan are on the second one, such as the use of resources or synergies with other destinations. However, " we must not lose sight that the situation has changed. For this reason, we are going to study in depth how these changes affect us and how we can adapt our products to be even more attractive for our future visitors", concluded the Mijas Tourism Councillor, José Carlos Martín.

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