Por Ismael Buendia 
Mijas immerses itself in the ITB to showcase its tourism offer and strategic positioning
February 25, 2025
- From March 4 to 6, the municipality will participate in this international tourism event held in the German capital
- ‘Immerse yourself in Mijas’ highlights the experience, authenticity, and evocative nature of visiting Mijas
Mijas, February 25, 2025.- From March 4 to 6, Berlin will be the epicenter of international tourism thanks to the celebration of one of the most important fairs in the sector, the ITB. Once again, Mijas will be present at this event to showcase its tourism offer and strategic positioning.
The Mijas delegation in Berlin will convey to operators and business leaders in the sector the benefits and leadership of Mijas as one of the main tourist destinations on the Costa del Sol. It will emphasize the experience, authenticity, and evocative nature of visiting Mijas. To achieve this, they will work with the strategy of trying to convey the intangible aspects of the destination, which is why the Tourism Department of the Mijas City Council encourages visitors and industry professionals to ‘immerse themselves’ in Mijas.
The slogan ‘Immerse yourself in Mijas‘ has a transversal and immersive character that initially seems to place the Mediterranean Sea at the center of the campaign but goes beyond that. As Francisco Jerez, Tourism Councillor, explained, «the guiding thread of the Mediterranean Sea allows us to navigate ‘other waters’ that make visiting Mijas an evocative and sensory experience, speaking of character, and positioning us as a complete and unique destination where the emotions it conveys hold a priority place.»
Jerez also recalled that, in addition to the subjective nature of visiting Mijas, there are objective data that demonstrate the municipality’s leadership positioning. In this sense, it is worth noting that Mijas closed the month of January with an occupancy rate of 50.98%, representing an 8.98% increase from the same month the previous year. Additionally, 2024 recorded an occupancy rate of 73.82%, which is 1.31% higher than in 2023.
The presence of Mijas at the ITB is particularly relevant given the importance of German tourists, who represent one of the main visitor markets. In fact, statistics from the various tourism offices in the municipality show that nearly 9,000 people of German origin visited these information points in 2024. «This is a segment of vital importance for Mijas since, in certain areas such as golf, their presence and prevalence are very significant,» concluded Tourism Councillor Francisco Jerez.