The Mijas Town Hall continues to make progress on its roadmap to consolidate the municipality as a leading destination within the golf turism sector, particularly in key international markets such as the United Kingdom. As a result of the work carried out during the international event Costa del Sol Road Trip to the UK, recently held in cities including Liverpool and London, the Tourism Department intensified its activity during the month of June, with the United Kingdom as its main focus.

Representing Mijas, the councillor for Tourism, Francisco Jerez (Vox), led a busy schedule of meetings in the United Kingdom with travel agents, specialised tour operators and British media linked to the golf industry. "Our work did not end with the trip to the UK. We have been in direct contact with several British operators who showed interest in including Mijas in their catalogues and campaigns, and in June we have been creating specific content and materials tailored to that audience", explained Jerez.

Personalised proposals

This international drive translates into a promotional strategy that is not limited to one-off actions, but encompasses a comprehensive, coherent and sustained approach. In the weeks following the trip, the Tourism Department has been working on customised proposals aimed at agencies specialising in golf packages, combining top-level courses with quality accommodation and complementary experiences within the municipality. At the same time, work has been carried out on materials tailored to the preferences of the British market, with the aim of reinforcing the image of Mijas as a unique destination on the Costa del Sol.

Campaigns

In addition, plans are underway for future joint campaigns with the operators contacted during the trade mission to the United Kingdom, which will boost the municipality's visibility across the distribution channels most used by British travellers. "One of the main objectives has been to position Mijas not only as part of the Costa del Golf, but as a destination with its own identity, combining quality, climate, gastronomy and first-class golf courses", the councillor stressed.

The Town Hall highlights that the British market "continues to show enormous potential, especially in the mid and low seasons, making it a key ally in advancing the deseasonalisation of tourism". "Our next step will be to strengthen Mijas' digital presence on the websites most used by these travellers and to finalise specific collaboration agreements with different tour operators before the end of the year", Jerez announced.

With this medium- and long-term strategy, the Mijas Town Hall emphasises that it is "reinforcing its commitment to a high-quality, sustainable and diversified tourism model capable of generating added value for the municipality beyond the summer months".

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