Mayoress, Ana Mata, and Councillor for Tourism Promotion, Juan Carlos Maldonado, present the strategy for the most important tourism fair in the country


Published: 22nd January 2024


The mayoress of Mijas, Ana Mata (PP), and the councillor for Tourism Promotion, Juan Carlos Maldonado (PMP), presented this morning the municipality's strategy with which it will attend the next edition of the International Tourism Fair (Fitur) in Madrid, to be held from 24th to 28th of January.

Under the slogan 'Mijas, as you like it', the Town Hall wants to promote tourism as a vital experience and highlight the fact that visiting the municipality goes beyond enjoying its "extensive" cultural and leisure offer. In this regard, Mata said that there is a Mijas for every visitor "because everyone who visits us finds a reason and an inspiration to do so. To talk about Mijas is to talk about a sensory experience, an evocative experience that you cannot find anywhere else and that makes us a unique destination. Mijas is not only a destination, it is a sensation".

Not in vain, and as reflected in the data recently published by the Association of Hotel Businessmen of the Costa del Sol (Aehcos), in 2023 Mijas registered an occupancy rate of 72.51%, which represents an increase of 7.38% over the previous year. With regard to the number of users who have visited the tourist offices in 2023, this amounts to 169,004 people, i.e. 75,780 more than in 2022.

For all these reasons, the Town Hall wanted to focus its strategy on highlighting not only those objective variables that define Mijas as one of the most popular destinations for national and international tourists, but also to refer to those intangible aspects, which evoke experiences and sensations, and can be "decisive when choosing one destination or another".

The mayoress stressed that the aim of the Town Hall at the fair is to continue to increase the number of visitors and to make Mijas an international reference point by promoting all the attractions of the municipality. "I think we have to focus on the fact that Mijas is much more than what we have sold so far, Mijas is more rural, Mijas is more leisure, Mijas is more sustainable, more environmental, the municipality is, as this year's slogan says, the Mijas that everyone wants to find", said the mayoress.

For his part, Maldonado wanted to stress that the "wide" range of services and possibilities offered by the town "to place it in a strategic position that makes the visitor value even more if possible all the intangible elements that a destination like Mijas has to offer. That differentiating aspect that is not palpable but which is what differentiates one destination from another".

Mijas will be present at Fitur with the Costa del Sol brand and will make a public presentation of its strategy on Thursday 25th of January at 13:30 in the Costa del Sol hall.


Source: Mijas Comunicación S.A.