Mijas refuerza su estrategia turística tras el Road Trip británico y establece nuevos objetivos para el mercado internacional – Ayuntamiento de Mijas

• The Tourism department is already working on new actions resulting from the professional meetings held in the United Kingdom during the month of June

Mijas, July 7, 2025.- The Mijas City Council continues to advance in its roadmap to consolidate the municipality as a reference destination in the golf segment, especially in strategic international markets such as the British one. As a result of the work carried out at the international event Costa del Sol Road Trip to the UK, held recently in cities like Liverpool or London, the Tourism department has intensified its activity with the United Kingdom as its main focus during the month of June.

On behalf of Mijas, the Tourism Councillor, Francisco Jerez, led an intense agenda of meetings with travel agents, specialized tour operators, and British media linked to golf in the United Kingdom. «After our participation in the United Kingdom, the work did not end there. We have maintained direct contact with several British operators who showed interest in including Mijas in their catalogs and campaigns, and in June we have been developing specific content and materials adapted to that audience,» explained Jerez.

This external boost translates into a promotional strategy that is not limited to punctual actions but encompasses a global, coherent, and sustained approach. In the weeks following the trip, the Tourism department has worked on developing personalized proposals aimed at agencies specializing in golf packages, combining top-level golf courses with quality accommodation and complementary experiences in the municipality. At the same time, work has been done on materials adapted to the preferences of the British market, with the aim of reinforcing Mijas’ image as a unique destination within the Costa del Sol.

In addition, future joint campaigns have begun to be planned with the operators contacted during the commercial mission in the United Kingdom, which will enhance the visibility of the municipality in the distribution channels most used by British travelers. «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 top-level golf courses,» emphasized the councilor.

The City Council highlights that the British market continues to show enormous potential, especially in mid and low seasons, making it a fundamental ally in advancing the de-seasonalization of tourism. «Our next step will be to strengthen Mijas’ digital presence on the most used portals by these travelers and close specific collaboration agreements with different tour operators before the end of the year,» Jerez anticipated.

With this medium and long-term strategy, the Mijas City Council reinforces its commitment to a quality, sustainable, and diversified tourism model capable of generating added value for the municipality beyond the summer months.