Mijas closed the month of August with a hotel occupancy rate of 94.4 per cent, according to data published by the Costa del Sol Hotel Entrepreneurs Association (Aehcos). This figure places the town 1.55 percentage points above the provincial average, set at 92.85 per cent, and makes it the third destination with the highest occupancy rate in the province, behind Benalmádena (96.2 per cent) and Torremolinos (95.5 per cent).

Mijas has also improved on its own figure for August 2025 by 0.83 percentage points, when it recorded 93.57 per cent. It is one of the three main tourist towns on the Costa del Sol to have seen growth compared with last summer, alongside Benalmádena and Torremolinos, and is outperforming the province as a whole. This performance has enabled it to climb two places in the provincial rankings: a year ago, Mijas was in fifth place among the major destinations.  

 

It is also the second consecutive month in which the municipality has ranked among the top destinations on the Costa del Sol. In July, Mijas recorded an occupancy rate of 92.26 per cent, the second-best figure in the province after Torremolinos, and in August it has increased this figure by more than two percentage points.

Exceeding expectations

The results for the province as a whole have comfortably exceeded the sector’s expectations. At the end of July, Aehcos estimated an occupancy rate of 88.87 per cent for August and anticipated a slight moderation compared with the previous summer; the actual figure at the close of the month, at 92.85 per cent, is almost four points above that forecast and 0.70 points above the 92.15 per cent recorded in August 2025.

The councillor for Tourism at the Mijas Town Hall, Francisco Jerez (Vox), praised the results, noting that “this is not an isolated figure, but confirmation of a trend: we came off a June and July that were above expectations, and August has surpassed them once again”. “What matters is not just the percentage; it is that we are growing while much of the province is stagnating or declining. That speaks volumes about the work of the hotels, restaurants and professionals in the sector in Mijas”, he added.

Visitor profile 

The August figures also reflect a change in the visitor profile. International visitors accounted for 60.5 per cent of guests, compared with 39.5 per cent from Spain, a breakdown that confirms the gradual recovery in Spanish demand observed during the middle of the summer: in July, domestic visitors accounted for 32.2 per cent. 

 

The councillor emphasised that these results are due both to the diversity of the town’s offering and to the ongoing dialogue with the sector through Mijas Lab, the public-private tourism forum established in March. According to the councillor for Tourism, “Mijas combines beach, mountain, golf, gastronomy, culture and a historic centre with its own identity. This allows us to offer very different experiences within a single destination, and explains why we perform well both in and out of the peak season”. he noted. Tourism currently supports nearly 8,000 jobs in the town, with 7.974 workers linked to the sector in the second quarter of the year, up 3.60 per cent on twelve months ago.

 

Forecast

Looking ahead to the coming months, Aehcos forecasts a provincial occupancy rate of 88.58 per cent in September and over 83 per cent in October, with a year-on-year comparison that the association itself describes as moderate. In Mijas, the estimate for October stands at 80.7 per cent.

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