Mijas’ tourism businesses and town officials have reviewed the recently completed high season and begun discussing how the municipality should promote itself in 2027. The Mijas Lab, a public-private tourism cluster, held its fourth meeting at La Cala Resort on 20 October. The council described the season’s results as very satisfactory for occupancy, visitor arrivals and overall activity; it did not publish figures in its account of the meeting.
Mayor Ana Mata and tourism councillor Francisco Jerez chaired the session, which also considered the upcoming international travel-trade calendar, starting with World Travel Market in London. The meeting brought together municipal representatives and private-sector members to discuss promotion and tourism activity in Mijas.
A near-term focus is the Andalucía Costa del Sol Open de España 2026, scheduled for 26–29 November at La Cala Golf. The council says the tournament is the final event of the Ladies European Tour and will feature 75 players, with live coverage reaching more than 150 countries. La Cala Resort director Sean Corte-Real outlined accompanying activities intended to involve local residents, including programmes for schoolchildren and older people.
The meeting also heard that the golf event is expected to generate economic activity across other local tourism sectors. The council did not provide an estimate of the tournament’s financial impact. For visitors, the event offers an additional attraction in Mijas in late November; the stated resident-facing activities are intended to extend its reach beyond the course.
Food was another theme in the discussion. Participants considered gastronomy an important element of tourism promotion and agreed to examine a possible event involving restaurants and chefs, including hotel chefs. No date, format or budget has yet been announced, and the proposal remains under study.
Beach services were also on the agenda. Beaches councillor Daniel Gómez updated the cluster on the 2027–30 Beach Plan, which the council says was presented to affected businesses about a month earlier. One proposed change is to extend the plan’s operating period from eight months to 11 months a year. The council says this could support a longer season for services and leisure facilities such as sunbeds, umbrellas, registered massage tents and water-sports areas; the supplied information does not give implementation dates or further details.
The cluster discussed Christmas activities too, with the council stressing the role of private businesses alongside municipal initiatives. Hotel-sector representative Juan Miguel Marcos also raised the possibility of a tourism-led charitable initiative to help families facing difficult circumstances, particularly those dealing with adverse medical diagnoses. No decision or timetable for that proposal was reported.