On Monday, the Association of Municipalities of the Costa del Sol held an informative conference at CIOMijas focusing on the Q for Quality and S for Sustainability tourism certifications, awarded by the Spanish Tourism Quality Institute (ICTES). According to the president of this organisation, Fernando Fraile, the certifications "help to professionalise the sector, improve the customer experience and move towards more sustainable tourism" .

The meeting was supported by the Regional Ministry of Tourism of the Junta de Andalucía and the Mijas Town Hall, and was aimed at professionals, companies and organisations linked to the tourism sector. It provided information on the latest developments in obtaining these awards for excellence, "which are extremely important because certification gives us the certainty that we are not mistaken about the location or tourist destination, far from opinions, advertising or propaganda, which are also necessary, but certifications are governed by objective and verifiable criteria", said the councillor for Economy at the Mijas Town Hall, Mario Bravo (PP), who opened the event alongside the Director of Tourism Promotion of the Junta de Andalucía, Gemma del Corral, who pointed out that "these indicators are now as important as, if not more important than, the number of visitors each region receives, which until now was what made one destination stand out from the others".

 

In 2025, Andalucía obtained a total of 375 Q for Quality and 228 in S for Sustainability, making it the autonomous community with the highest number of certifications in both categories. Mijas also occupied a prominent position in this regard, recalled the councillor for Beaches, Daniel Gómez Teruel (PP), "we obtained 9 Q for Quality certificates that demonstrate the excellence of our beaches, in addition to several other Sustainability certificates and the ISO 14001 environmental certification. This is the result of the work carried out throughout the year by municipal staff, not to mention hoteliers and business owners, who do so much to promoting the municipality's good image".

 

Likewise, the councillor for Tourism in Mijas, Francisco Jerez (Vox), explained that "events like this are an opportunity to provide the tourism sector in Mijas with clear criteria, practical tools and real experiences that help to improve services and processes, supporting our professionals in their commitment to raising the destination’s profile and offering an experience that lives up to what Mijas represents". The councillor for Tourism Promotion, Juan Carlos Maldonado (PMP), also commented that "business owners are the driving force behind Mijas' main economic engine, tourism, hence the importance of continuing this public-private partnership, so that the municipality can remain a benchmark on the Costa del Sol and across Spain".

 

During the conference, information was also provided on an agreement between the Junta de Andalucía and the Spanish Tourism Quality Institute, "which will subsidise any company, group or institution that wishes to obtain this type of certification, covering part of the cost of the necessary procedure", said the president of the Association of Municipalities of the Costa del Sol, Manuel Cardeña, who also emphasised "the importance of institutional cooperation in strengthening the Costa del Sol's leadership as a destination".

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