Mijas has been present since Tuesday at the World Travel Market in London, one of the world’s premier travel trade fairs, showcasing its diverse range of attractions and a promotional strategy that places golf and gastronomy front and centre for British holidaymakers. The mayoress, Ana Mata (PP), and the councillor for Tourism, Francisco Jerez (Vox), are heading the promotional drive from the Costa del Sol Tourism stand, which brings together the province's leading municipalities at this major tourism event.
The World Travel Market is taking place at the ExCel exhibition centre in London, serving as the final essential fixture of the year for top destinations competing for the UK market. On this point, Mata explained that holidaymakers from the United Kingdom represent the largest international market for Mijas, as well as for the Costa del Sol as a whole. She noted that the municipality's standout advantage lies in its golf courses, pointing to, in her words, "the twelve courses we have, which are in high demand, particularly during the winter months, which is peak season for British golfers".
- Mata y Jerez en el stand de la Costa del Sol, donde se incluye Mijas.
- PRENSA AYTO. MIJAS.
Gastronomy
Furthermore, the mayoress pointed out that gastronomy has become another fundamental pillar of what Mijas has to offer, observing that food is increasingly the deciding factor when holidaymakers choose one destination over another. As she explained, "Mijas excels in golf, with one of the finest selections of courses in southern Europe, and in gastronomy, but it is an all-round destination offering visitors a complete experience".
The municipality's tourism campaign for 2026 is entitled ‘Where Life Flows’, and is conceived as such because it also focuses on health and wellness tourism as well as nature tourism, encompassing both the Sierra de Mijas and its coast, with 14 kilometres of shoreline and five Blue Flag beaches, alongside nine quality and sustainability certifications.
- Intervención del presidente de la Diputación, Francisco Salado.
- PRENSA AYTO. MIJAS.
"Therefore, Mijas positions itself as a destination capable of satisfying the demands of all types of tourists, especially the British, who are our primary international market, and that is what brings us here to such an important trade fair", stressed the mayoress, who also took part in the review press conference held by the president of the Provincial Council and Turismo Costa del Sol, Francisco Salado.
Mijas Lab-Tourism Cluster
In addition, both Mata and Jerez highlighted the value and growing prominence of the Mijas Lab-Tourism Cluster, the public-private partnership body for Mijas' tourism sector that analyses the industry's main challenges and business demands during its quarterly meetings, enabling Mijas Town Hall to drive them forward through its governance.
- Estos días, la comitiva mijeña se reunirá también con empresarios del sector y touroperadores.
- PRENSA AYTO. MIJAS.
In this regard, following its latest meeting, the Mijas Lab-Tourism Cluster is studying plans to organise an annual gastronomic event to spotlight the wealth of local produce, traditional cooking styles, and the quality of the municipality’s culinary establishments.
“Due to all these reasons, Mijas is taking centre stage at the World Travel Market, as it is a central town on the Costa del Sol, forming a fundamental part of its overall offering, and reinforcing its appeal based on what tourists seek most: gastronomy, golf, rest and nature”, she concluded.
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