Mijas will be strengthened as a tourist brand in 2019, setting its sights on new microsegments. This was highlighted on Thursday the 17th by the councillors for Tourism, Josele Gonzalez (PSOE), and Commerce, Moreno (PSOE) at the presentation of the novelties that the municipality will take to the International Tourism Fair of Madrid (FITUR) form January 23rd to 27th; an event attended by artisans and professionals of the ‘garrapiñada’, a characteristic product made in Mijas village. The commitment to unique and handcrafted products will be key throughout this year after Mijas has been recently named Zone of Artisan Interest. “Crafts, nature and traditions, will be, along with gastronomy, the fundamental axes of our tourism projects to be developped”, explained González, adding that Mijas, which since last year has its First Strategic Tourism Plan in which the strategic lines to be followed are marked until 2022. It faces new challenges in the tourism market, which will be tackled “with a strategy based on tourism seeking experiences, personalised tourism and arranged to the tastes of each visitor, as if something characterizes Mijas, it is its wide range of microsegments available”.


New promotional video  


Municipal sources advanced that the work agenda in Fitur will focus on continuing to attract the national tourists, “which are the most important in the municipality”, with the presentation of “a new promotional video” focused “on the experiences offered by the white mediterranean village right in the middle of the Costa del Sol, that will be distributed to tour operators and professionals of the sector and that can be seen on the new web portal for tourism in Mijas (turimos.mijas.es). In addition, when they come to the stand representing Mijas, they will receive a traditional artisanal box specially designed for the occasion. “They are boxes showing experiences and sensations with which we seek to show the essence of Mijas through typical products of our land such as the ‘garrapiñada’, saddlery and ceramics”, said González, in what will be a new formula. It will also be reflected in this new promotional video”. For her part, the councillor for Commerce stressed the importance of this type of promotional campaigns for trade in the area, especially for these crafts that are unique in the province, “and that must be added to the rest of local trade promotions showing Mijas as a singular space that has recently been declared as an Area of Artisan Interest”.


Lines of Action in 2019 


The councillor explained that in 2019 the municipality will continue to use the slogan ‘Mijas Sensations all year round’, but focusing on this occasion on the promotion of microelements associated with the white Mediterranean town and especially on Mijas Village after being declared an Area of Artisan Interest . All this without forgetting the main segments such as nature and sports tourism, mainly sun, beach and golf. The promotion of the Open Workshops Route, the organisation of gastronomic weeks, the expansion of activities for the enhancement of the Mijas mountain, as well as the boost of residential tourism and the promotion of traditions such as Holy Week, will also centre the lines of action of the Town Hall in 2019. “All this always keeping in mind the new technologies, essential in the new tourism market”, said González. The municipality will also continue betting on new ways and formats to promote the destination. In this regard, a technical delegation will be in Helsinki until Sunday the 20th, making Mijas better known as a tourist destination at its Matka fair. The Town Hall will continue to strengthen ties with nearby municipalities for the implementation of initiatives that generate synergies between the different destinations on the Costa del Sol and will continue betting on Asian tourism over the months of lower tourist influx. Also during Fitur, the delegation from Mijas will meet with specialists from the sector to discuss possible lines of action and will support the companies from Mijas that move there.