Por Redaccion 
Mijas bets on the future of tourism with pioneering training in Artificial Intelligence
June 23, 2025
- The course on AI applied to the tourism sector has been very well received by local professionals
- The initiative reinforces the commitment to a more competitive, innovative, and digitally prepared tourism industry
Mijas, June 23, 2025.- The City Council of Mijas and the Provincial Council of Malaga have reinforced their commitment to innovative tourism with the launch of the course ‘Artificial Intelligence applied to the tourism sector’. The initiative, aimed at professionals in the sector, has been very well received and has provided attendees with practical tools to adapt to the new challenges of the digital environment and improve their competitiveness.
The Councilor for Tourism, Francisco Jerez, has emphasized the strategic importance of this action: «The true qualitative leap of the destination begins with the knowledge of those who drive it. Offering sun and beach is not enough; today it is essential to innovate, analyze, personalize, and anticipate. That is why we wanted to bring this cutting-edge training to Mijas.»
During the day, attendees have been able to learn practically how to apply artificial intelligence in content creation, customer service, data analysis, or internal process management. Knowledge that, according to Jerez, «can make the difference between simply competing or truly standing out.»
The City Council has especially thanked the support of the Provincial Council of Malaga, which has made possible the development of this course through its support for innovation in the tourism sector. «Institutional collaboration allows us to carry out transformative actions, and this course is a clear example of how to combine efforts to achieve real results,» said the director of the Tourism area of Mijas.
On the other hand, Manuel Robles, technical director of Training and Employment at the Provincial Council of Malaga, has highly valued Mijas’ involvement: «These sessions are intended to increase knowledge about AI in the business world and see how easily a large volume of information can be managed.»
Additionally, Robles added: «From the employment service of the Provincial Council of Malaga, we try to value the personnel living in the towns… and in our province, we strive to ensure that everyone has the same opportunities.»
Jerez also emphasized that «Artificial Intelligence is not a threat, but an opportunity to improve the visitor experience, optimize processes, and open new avenues for growth in the sector.»
The councilor has announced that this line of work will continue: «This is not an isolated action. We are designing new training programs focused on the major challenges of the sector: sustainability, digitalization, experiential marketing… In Mijas, we want to be leaders, and that starts with training and supporting our professionals.»