Mijas is showcasing its diverse tourism offerings at the World Travel Market (WTM) in London, one of the world's most significant tourism fairs. The municipality's strategy focuses on golf and gastronomy as key attractions for British travellers.
Mayor Ana Mata and Tourism Councillor Francisco Jerez are promoting Mijas at the Costa del Sol tourism stand, which represents the main municipalities in the province at this crucial event. The WTM takes place at the ExCel exhibition centre in London and is the last major event of the year for destinations looking to appeal to the British market.
Mata explained that tourists from the United Kingdom are the primary foreign visitors to Mijas, mirroring trends across the Costa del Sol. The municipality's unique selling point lies in its golf offerings, with twelve courses that are particularly popular during the winter, the peak season for British golfers.
In addition to golf, the mayor noted that gastronomy is increasingly becoming a significant factor in destination choice for travellers. “Mijas shines in golf, with one of the best offerings in southern Europe, and in gastronomy, but it is a complete destination that provides tourists with a wide range of attractions,” she stated.
The 2026 tourism campaign for Mijas is titled 'Where life flows', reflecting a focus on health and nature tourism, which includes the Sierra de Mijas and its 14 kilometres of coastline, featuring five Blue Flag beaches and nine quality and sustainability awards.
Both Mata and Jerez highlighted the growing importance of the Mijas Lab – Tourism Cluster, a public-private cooperation body that addresses the main challenges and business demands in the tourism sector during its quarterly meetings. The Mijas Lab is currently exploring the possibility of organising an annual gastronomic event to showcase local products, cooking methods, and the quality of culinary establishments in the area.
“For all these reasons, Mijas is a clear protagonist at the World Travel Market, as it is a central municipality in the Costa del Sol, forming an essential part of its offerings, and reinforcing its appeal based on what tourists demand most: gastronomy, golf, relaxation, and nature,” concluded Mata.
