The Strategic Plan for Tourism in Mijas 2024/2028 has been finalised. On Tuesday morning, the first deputy mayor and councillor for Tourism, José Carlos Martín (Cs), received the dean of the Faculty for Tourism of the University of Málaga (UMA), Antonio Guevara, and the director of the University Institute for Research and Tourism Intelligence and Innovation of the UMA, Enrique Navarro, to announce the main strategies of this new roadmap.

"We already have the new lines of work to continue promoting our tourism industry. We have once again placed our trust in the University of Malaga for its professionalism and capacity and we are very satisfied with the result, which is the outcome of the great participation of all the agents involved. Entrepreneurs, groups, associations and all the political parties have had the opportunity to contribute their suggestions and the drafting team has studied them to combine them with the diagnosis and conclusions that they themselves have reached with all the surveys, meetings and analyses they have carried out", says Martín, who adds that "the aim is for this plan to be above the political ideals of any government and, for this reason, the periodicity has been changed so that it does not coincide with an election year".

Therefore, the strategic lines of the new plan are divided into three large blocks and 42 actions. Firstly, the Products and Competitiveness section stands out. In this area, the UMA emphasises two main concepts: Blue Tourism and Rural Tourism. "It is important that the municipality works in an open area all along its coastline, not only sticking to the 'sun and beach' but also to value its underwater treasures or to promote water sports such as paddle surfing or others of the same modality", explains Navarro, who adds that "taking advantage of inland resources and nature in rural tourism is another good option to develop in the city". 

Sustainability

The second block highlighted by the UMA is that of Sustainability and Green Transition, which includes, among other actions, the implementation of a plan to adapt to climate change according to the peculiarities of Mijas and in coordination with urban development, the implementation of public awareness campaigns on the responsible use of local resources among tourists and residents as well as the cleaning of the mountains, especially in winter, and the promotion of voluntary work for the cleaning and conservation of these areas. "These are all actions that benefit both the tourist destination and the city's residents", says Navarro.

Digital transition

In third and last place is the Management and Digital Transition, where it highlights the fact of continuing to grow and improve the elements of digitisation as well as increasing the regularity of the Tourism Committee, promoting communication and collaboration both public-private and public between administrations and private between companies to ensure the implementation and monitoring of this plan, and the enhancement of the local 'marketplace' 'I stay in Mijas'.
 

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